Communicating and Building Destination Brands With New Media

Anita Goyal

Source Title: Impact of New Media in Tourism

ISBN13: 9781799870951|ISBN10: 1799870952|ISBN13 Softcover: 9781799870968|EISBN13: 9781799870975

DOI: 10.4018/978-1-7998-7095-1.ch001

MLA

Goyal, Anita. "Communicating and Building Destination Brands With New Media." Impact of New Media in Tourism, edited by Maria Gorete Dinis, et al., IGI Global, 2021, pp. 1-20. https://doi.org/10.4018/978-1-7998-7095-1.ch001

APA

Goyal, A. (2021). Communicating and Building Destination Brands With New Media. In M. Dinis, L. Bonixe, S. Lamy, & Z. Breda (Eds.), Impact of New Media in Tourism (pp. 1-20). IGI Global. https://doi.org/10.4018/978-1-7998-7095-1.ch001

Chicago

Goyal, Anita. "Communicating and Building Destination Brands With New Media." In Impact of New Media in Tourism, edited by Maria Gorete Dinis, et al., 1-20. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7095-1.ch001

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Abstract

The chapter aims to discuss building destination brands with the use of brand placements, like in movies and in songs, brand communities, and storytelling through new media options. The objective is to share how these three tools using new media can help build a destination's brand awareness, brand recognition, brand associations, and brand personality. The chapter presents the meaning of new media and old media and then details the meaning and applications of brand placements, brand community, and storytelling. There is a discussion to understand how these three tools help build a destination brand by sharing information with consumers. The use of three techniques will help gain consumers' attention and may develop their attitudes in favour of destination brands to visit the destination.