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Vication Marketing

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The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos
Yumi Lim, Yeasun Chung and Pamela A Weaver Journal of Vacation Marketing 2012 18: 197 DOI: 10.1177/1356766712449366 The online version of this article can be found at: http://jvm.sagepub.com/content/18/3/197

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Journal of Vacation Marketing 18(3) 197–206 ª The Author(s) 2012 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1356766712449366 jvm.sagepub.com

The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos
Yumi Lim
Virginia Polytechnic Institute and State University (Virginia Tech), USA

Yeasun Chung
Oklahoma State University, USA

Pamela A Weaver
Virginia Polytechnic Institute and State University (Virginia Tech), USA

Abstract A one-way conversation with consumers in destination branding was pervasive when destinationmarketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by

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