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Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector

journal contribution
posted on 01.01.2012, 00:00 authored by Anne-Marie Hede, P Kellett
The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.

History

Journal

Journal of vacation marketing

Volume

18

Issue

3

Pagination

239 - 250

Publisher

Sage

Location

London, England

ISSN

1356-7667

eISSN

1479-1870

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2012, Sage