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

Hede, Anne-Marie and Kellett, Pamm (2012) Building online brand communities: exploring the benefits, challenges and risks in the Australian event sector. Journal of Vacation Marketing, 18 (3). pp. 239-250. ISSN 1356-7667 (print) 1479-1870 (online)

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: ResPubID25713, event marketing, online brand community, social media, Web 2.0, Internet, emarketing, event management, online, Australia
Subjects: FOR Classification > 1506 Tourism
Faculty/School/Research Centre/Department > Faculty of Business and Law
Depositing User: Yimin Zeng
Date Deposited: 25 Feb 2014 23:23
Last Modified: 13 Aug 2014 06:33
URI: http://vuir.vu.edu.au/id/eprint/23254
DOI: https://doi.org/10.1177/1356766712449370
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Citations in Scopus: 15 - View on Scopus

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