Online user discourse through the reaction of a destination's stakeholders

Abstract of this study:

Previous research has recognized the importance of stakeholders in destination branding. However, there is a lack of studies investigating what specific online user discourses are triggered by stakeholder reactions to destination brand communication. To address this gap, this study aims to analyze the online user discourses triggered by stakeholders' reactions to a destination image video, thus expanding the knowledge of brand communication and management.

The authors examined 2,187 online comments on 19 media stakeholder reactions to a destination management organization (DMO) image video through both manual and software-based content analysis. The exploratory empirical study identifies seven main categories that reflect the online user trajectory triggered by stakeholder reactions to the destination brand communication.

The exploratory study shows that stakeholder reactions to destination brand communication trigger online comments that evolve both within and outside the tourism system. The discourse topics in turn reflect both user-generated content of brand co-creation and brand codestruction. The results extend the literature insofar as previous studies on brand creation mainly refer to service encounters.

By identifying the online user discourses triggered by stakeholders' reactions to tourism organizations' brand communication, the authors provide implications for management. Specifically, the authors suggest guidelines for all phases of destination communication campaigns to support online user discourses that reflect the co-creation of brand equity and prevent the destruction of brand equity.

Findings from this study:

• Stakeholder reactions to a destination's brand communications trigger online comments that evolve both inside and outside the tourism system.
• The research identifies seven main categories that reflect the online user discussions triggered by stakeholder reactions to the destination's brand communication. These categories include: Destination Marketing, Destination Perception, Farmers, Politics, Milk and Dairy Alternatives, Environment and Animals, and Health.
• The online discourses reflect both user-generated content of brand co-creation and brand co-destruction.
• The study shows that stakeholder responses can trigger a variety of online user comments, ranging from positive and brand value-creating to negative and brand value-destroying.
• The findings underscore the need for destination marketing organizations (DMOs) to analyze stakeholder interests in the internal and external system, actively involve stakeholders in brand and campaign design, and provide media training to encourage positive online discourse while avoiding negative ones.