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Social Media and Destination Branding in Tourism: A Systematic Review of the Literature

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  • Nguyet Luong Tran

    (Faculty of Management, University of Lodz, 22/26 Matejki Str., 90-237 Lodz, Poland)

  • Wawrzyniec Rudolf

    (Faculty of Management, University of Lodz, 22/26 Matejki Str., 90-237 Lodz, Poland)

Abstract

Under the impact of technological innovations, particularly the Internet, ways of communication have been changing. In fact, social media has been offering virtual communities and networks that enable the creation and dissemination of information, ideas, interests, and other forms of expression. Furthermore, it clearly plays an important role in the communication strategy of the various stakeholders of the tourism industry. It is vital to create and maintain destination branding not only traditionally but also in the virtual society. This study conducted a systematic review of the literature in order to synthesize the contributions of scholars within the field of place branding and social media, explore current lines of inquiry, and propose avenues for future research. The findings pointed out that there has been a steady extension of the number of the related publications during the last 11 years. Multiple tourist destinations and platforms are included in the research, which leads to a better understanding of different points of view. A total of 114 English-language peer-reviewed academic journal articles are included in this review and categorized into five key themes, examining: (1) destination brand strategy, (2) user-generated content, (3) cognitive dimensions, (4) affective dimensions, and (5) behavioural dimensions. This study also outlines some future research trends.

Suggested Citation

  • Nguyet Luong Tran & Wawrzyniec Rudolf, 2022. "Social Media and Destination Branding in Tourism: A Systematic Review of the Literature," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:13528-:d:947430
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    References listed on IDEAS

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    1. Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    2. Lisa Källström & Simon Persson & Jakob Westergren, 2021. "The role of place in city centre retailing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 36-49, March.
    3. Shiwei Shen & Marios Sotiriadis & Yuwen Zhang, 2020. "The Influence of Smart Technologies on Customer Journey in Tourist Attractions within the Smart Tourism Management Framework," Sustainability, MDPI, vol. 12(10), pages 1-18, May.
    4. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
    5. Li, Chunqing & Guo, Shuojia & Wang, ChengLu & Zhang, Jieli, 2019. "Veni, vidi, vici: The impact of social media on virtual acculturation in tourism context," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 513-522.
    6. Liu Liu & Daria Dzyabura & Natalie Mizik, 2020. "Visual Listening In: Extracting Brand Image Portrayed on Social Media," Marketing Science, INFORMS, vol. 39(4), pages 669-686, July.
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    Cited by:

    1. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    2. Csaba Sidor & Branislav Kršák & Ľubomír Štrba, 2023. "Basic Input Data for Audiences’ Geotargeting by Destinations’ Partial Accessibility: Notes from Slovakia," Data, MDPI, vol. 8(2), pages 1-19, January.

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