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Destination reputation in online media : Covered topics and perceived online dominant opinion

Marchiori, Elena ; Cantoni, Lorenzo (Dir.)

Thèse de doctorat : Università della Svizzera italiana, 2013 ; 2013COM004.

Context: Online public opinions using various forms of social media are generating challenges for the tourism industry, which is intrinsically a “reputation-dependent” domain. Electronic-word-of-mouth (eWOM) has forced destination managers to rethink branding strategies, suggesting a shift from an architecture brand perspective to a live context perspective where travel markets are...