This paper provides evidence on the impact of events on the Web reputation of a city. The marketing and tourism literature indicates that events represent an important lever to strengthen the brand of travel destinations. However, the impact of events on the Web reputation of a city is largely unexplored. This paper takes a first step in this direction by measuring the impact of two events on the Web reputation of Milan city: the September 2011 fashion week and the May 2011 arrival of the bike racing tour of Italy (Giro d’Italia). Impact is measured in terms of both growth of volumes and sentiment of Web conversations on Milan city. Findings seem to indicate that events can have a varying impact on the Web reputation of a city depending on their consistency with the city brand strengths.
Measuring the Web reputation impact of events: preliminary evidence from a city brand listening project
BRUNI, LEONARDO;FRANCALANCI, CHIARA;GIACOMAZZI, PAOLO
2013-01-01
Abstract
This paper provides evidence on the impact of events on the Web reputation of a city. The marketing and tourism literature indicates that events represent an important lever to strengthen the brand of travel destinations. However, the impact of events on the Web reputation of a city is largely unexplored. This paper takes a first step in this direction by measuring the impact of two events on the Web reputation of Milan city: the September 2011 fashion week and the May 2011 arrival of the bike racing tour of Italy (Giro d’Italia). Impact is measured in terms of both growth of volumes and sentiment of Web conversations on Milan city. Findings seem to indicate that events can have a varying impact on the Web reputation of a city depending on their consistency with the city brand strengths.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
