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

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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)

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.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/23254
DOI https://doi.org/10.1177/1356766712449370
Official URL http://jvm.sagepub.com/content/18/3/239.full.pdf+h...
Subjects Historical > FOR Classification > 1506 Tourism
Historical > Faculty/School/Research Centre/Department > Faculty of Business and Law
Keywords ResPubID25713, event marketing, online brand community, social media, Web 2.0, Internet, emarketing, event management, online, Australia
Citations in Scopus 22 - View on Scopus
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