Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 37, Issue 6, Pages 739-755Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2020.1812466
Keywords
Social media; stakeholder; social network analysis; event; Twitter
Categories
Ask authors/readers for more resources
Guided by social network analysis, this paper examines the communication of the Commonwealth Games on Twitter and paints a picture of the roles and relations of the key contributors and formation of networks arising out of this mega event context. The findings provide important implications for event marketing and event-based destination marketing. Event organizations and host cities must understand the co-creative capacity of the key influencers and re-invent their own communication design for engagements with these key influencers at different event stages for co-creation of events to gain economic and noneconomic benefits for both the organization and the destination.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available