The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danis...

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Bibliographic Details
Published in:Journal of travel research 2020-11, Vol.59 (8), p.1506-1521
Main Authors: Lund, Niels Frederik, Scarles, Caroline, Cohen, Scott A.
Format: Article
Language:English
Subjects:
Brand equity
Social networks
Storytelling
User generated content
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Summary:Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the article investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a “brand value continuum,” as complex interplays between co-creation and co-destruction manifest through user-generated content. The article provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287519887234