Decomposing and relating user engagement in festivals’ virtual brand communities: An analysis of Sónar’s Twitter and Facebook

IF 3.3 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourist Studies Pub Date : 2020-03-01 DOI:10.1177/1468797619873109

Lluís Garay, S. Morales

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引用次数: 5

Abstract

Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals’ VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.

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艺术节虚拟品牌社区中用户参与度的分解与关联:Sónar的Twitter和Facebook分析

节日品牌正在经历一场革命，其基础是巩固虚拟品牌社区（VBC）中的新传播行为，尤其是通过社交媒体平台进行传播。尽管有关节日的文献分析了VBC的参与度，但本研究深入观察了节日VBC用户的概况，他们如何调节参与属性和行为，以及这些属性和行为如何与他们的参与重点相关，突出了节日品牌，同时也考虑了其他主要重点（即社会资本创造和场所营造）。因此，本文旨在通过对欧洲最著名的音乐节之一Sónar（巴塞罗那）的推特和脸书VBC中近2150个条目的多维分析，来描述音乐节VBC中的这些元素。此外，它通过一整年的纵向观察做到了这一点，显示了持续沟通与节日成功的相关性。结果显示了理解这些元素及其相互关系的好处（对组织者和其他用户来说）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourist Studies HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.90

自引率

4.20%

发文量

期刊介绍： Tourist Studies is a multi-disciplinary journal providing a platform for the development of critical perspectives on the nature of tourism as a social phenomenon through a qualitative lens. Theoretical and multi-disciplinary. Tourist Studies provides a critical social science approach to the study of the tourist and the structures which influence tourist behaviour and the production and reproduction of tourism. The journal examines the relationship between tourism and related fields of social inquiry. Tourism and tourist styles consumption are not only emblematic of many features of contemporary social change, such as mobility, restlessness, the search for authenticity and escape, but they are increasingly central to economic restructuring, globalization, the sociology of consumption and the aestheticization of everyday life. Tourist Studies analyzes these features of tourism from a multi-disciplinary perspective and seeks to evaluate, compare and integrate approaches to tourism from sociology, socio-psychology, leisure studies, cultural studies, geography and anthropology. Global Perspective. Tourist Studies takes a global perspective of tourism, widening and challenging the established views of tourism presented in current periodical literature. Tourist Studies includes: Theoretical analysis with a firm grounding in contemporary problems and issues in tourism studies, qualitative analyses of tourism and the tourist experience, reviews linking theory and policy, interviews with scholars at the forefront of their fields, review essays on particular fields or issues in the study of tourism, review of key texts, publications and visual media relating to tourism studies, and notes on conferences and other events of topical interest to the field of tourism studies.