Title of Paper

Assessing Convergence between Online Brand Identity and Online Brand Image in a Developing Tourism Destination

Presenter Information

Oksana GrybovychFollow

Presenter Bios

Oksana Grybovych is an Associate professor and Chair in the Division of Leisure, Youth and Human Services at the University of Northern Iowa. She holds an EdD in Leisure Services from the University of Northern Iowa (USA), MSc in Leisure and Environments from the University of Wageningen (the Netherlands), and a BA in Economics/ Management from the Institute of Economics and Law (Ukraine). Her research interests include civic and community engagement, tourism and community planning, economic impacts of tourism, tourism marketing, and sustainable development.

Abstract

The purpose of this research project is to assess the level of convergence between online brand identity and online brand image in a developing tourism destination. The proposed AWC framework (Assessing Web Convergence) has been previously applied to large well-established destinations, and has been recommended for consideration for small or less well-known destinations. The operative process involves extracting information from the web, processing it by text mining techniques, and interpreting it in order to monitor the level of convergence between online brand identity and online brand image. As such, the framework can play an important role in the branding process since it allows a destination to increase the flow of information on which to build or strengthen its identity by aligning its image with the developing reputation.

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Assessing Convergence between Online Brand Identity and Online Brand Image in a Developing Tourism Destination

The purpose of this research project is to assess the level of convergence between online brand identity and online brand image in a developing tourism destination. The proposed AWC framework (Assessing Web Convergence) has been previously applied to large well-established destinations, and has been recommended for consideration for small or less well-known destinations. The operative process involves extracting information from the web, processing it by text mining techniques, and interpreting it in order to monitor the level of convergence between online brand identity and online brand image. As such, the framework can play an important role in the branding process since it allows a destination to increase the flow of information on which to build or strengthen its identity by aligning its image with the developing reputation.