Social Media as a Communication Channel used in Tourism Destination Brand Image Co-Creation By Eirini Vlassi, Phd Candidate, Department of Business Administration, University of the Aegean

1. Social Media as a Communication Channel used in Tourism
Destination Brand Image Co-Creation
Eirini Vlassi
Phd Candidate,
Department of Business Administration, University of
the Aegean, Chios, Greece
Email: ivlassi@gmail.com

2. Contents
• Introduction: The contribution of Tourism to Greek
economy.
• The importance of Brand image Co-Creation in
Tourism Destination development.
• The nature and role of Social Media in Brand Image
Co-Creation.
• Best Practice Examples: The project of “Athens
Tourism Partnership”.

3. Travel & Tourism Contribution
to the Greek economy

4. Source: WTTC
15.80% 16.40% 16.30% 17.30% 18.50% 18.60% 19.60%
23.80%17.60% 18.30% 18.20% 17.30%
23.10% 23.40%
24.60%
29.90%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
2011 2012 2013 2014 2015 2016 2017E 2027
%Contribution to GDP %Contribution to employment

5. Greece performance in T&T Competitiveness index
(WEF, 2017) 1/3

6. Greece performance in T&T Competitiveness index
(WEF, 2017) 2/3
Source: WEF

7. Greece performance in T&T Competitiveness index
(WEF, 2017) 3/3
Source: WEF

8. The important role of Destination
Marketing
Destination
Branding
ü Increase demand
ü Differentiate
destination offering
ü Increase loyalty
ü Enables premium
pricing)
ü Reduce costs etc.
“Destination Branding is about the steps taken by the DMO in collaboration with its
stakeholders to develop and communicate an identity and personality which are
different from those of competing destinations.” Morrison, 2013
Situation Analysis,
Tourism Stakeholders Consultation,
Unique Selling Proposition identification..
Steps in Destination
Branding

11. Tourism Sector Stakeholder Consultation Process
DMO
Collecting suggestions concerning the
most unique features of the
destination.
Current Perceptions
Stakeholders
Visitors
Brand Identity
Destination
(DMO) Develop
Pass
Pass
Disseminate

12. From Travel Guides to Social Media
WEB 1.0 Era WEB 2.0 EraPre-web Era

13. Roles of Social Media
• Building and maintaining communities of interest
• Collecting user-generated content
• Displaying photos and videos
• Distributing destination stories
• Encourage word-of-mouth
• Promoting upcoming events
• Getting Feedback etc.

14. IMC Different Components can be applied into Different
Customer buying Stages according to UNWTO

16. Traveler Interaction on Social Networks
Inspiring
Consideration
Choosing
Destination
What to do
before trip
What to do
on trip
Publishing
content on trip
Publishing
content once
home
VisitBritain’s Study
Concerning Social Media Use:
Holiday Process Wheel

17. • Share stories, photos
and videos,
• Recommend and review,
• Communicate with other
visitors, etc.
• Seek information,
• Share their real time
experiences,
• Communicate and engage,
etc.
• Explore destination,
• Share information,
• Comment and discuss,
etc.
Social Networks’ Use in Travel Decision-Making Process
Pre-Travel During-Travel Post-Travel

18. Destination Brand Co-Creation
Destination
Pre-Travel During-Travel Post-Travel
• Explore destination
• Share information
• Comment and discuss
• Seek information
• Share their real time experiences
• Communicate and engage
• Share stories, photos etc.
• Write recommendation and
reviews
• Communicate with other visitors
Destination Brand Stories
Brand Stories
are
interrelated
Communicate stories about the
destination (logos, photos,
videos etc.)
Social Media
Monitoring current visitor's’
perception and needs and
predicting future trends
Social Media
DirectCommunication
Facilitate,EncourageandInspire
visitors’engagement
Generate brand stories by
sharing information, photos,
videos etc.
C2C and B2C
conversation takes place
V3
V2
S3
V6
V5
V4 S1
S2V1
……

19. Case Study: Athens Tourism Partnership
Promoting Athens as a
City-Break Destination
Aegean
Airlines
Athens
International
Airport
ADDMA

20. Athens Tourism Partnership
Culture
(Destination)
Image
(Stakeholders,Visitors)
Vision
(ATP)

21. Athens Brand Image Co-Creation
Aegean AIA
ADDMA
Pre-Travel During-Travel Post-Travel
• Explore destination
• Share information
• Comment and discuss
• Seek information
• Share their real time experiences
• Communicate and engage
• Share stories, photos etc.
• Write recommendation and reviews
• Communicate with other visitors
Brand Stories
Brand Stories are
interrelated
Communicate stories about the
destination (logos, photos, videos) etc.)Social Media
Monitor current visitors’ perception and
needs and predict future trends
Social Media
Direct
Communication
Facilitate,Encourageand
Inspirevisitors’engagement
Generate brand stories by
sharing information, photos,
videos etc.
C2C and B2C conversation
takes place

25. Co-creating “Athens” Brand meaning

26. Questions/Comments?

27. Thank You!
Eirini Vlassi
Phd Candidate,
Department of Business Administration, University of the Aegean, Chios, Greece
Email: ivlassi@gmail.com