Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter

A. Inversini, D. Buhalis, N. Ferdinand, Nigel Williams

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Abstract

Research suggests that festivals can promote a destination via online word-of-mouth (eWOM) on socialmedia, even though the nature of this effect is not yet fully understood. Using a combination of Social Network Analysis and text analysis (qualitative and quantitative), this article examines eWOM at a tourism destination (Bournemouth) when a festival (Bournemouth Air Show 2013) is staged. The Communities of Interest of eWOM interactions on Twitter were captured and analysed to understand the structure and content of eWOM. Findings indicate that key users are usually already prominent individuals and that festivals act as both a direct generator as well as an online animator of eWOM. Finally, network size, span and scope may be useful indicators when comparing eWOM networks.
Original languageEnglish
Pages (from-to)1113-1140
Number of pages28
JournalJournal of Marketing Management
Volume31
Issue number9
Early online date27 Apr 2015
DOIs
Publication statusPublished - Oct 2015

Keywords

  • festivals
  • eWOM
  • Twitter
  • social network analysis
  • community of interest

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