Regional tourism destination brand identity formation via social media: A mixed methods study

This study examines the influence of social media on regional destination brand identity, addressing post-COVID-19 challenges for regional destinations through the Adaptive Control of Thought-Rational (ACT-R) theory framework. We conducted two studies: a qualitative analysis of 2325 social media user-generated content posts using Leximancer, and a quantitative survey of 1239 potential tourists using structural equation modelling (SEM) with AMOS. The qualitative study identified distinctive brand associations for the regional tourism destination, which informed Study 2. The quantitative study demonstrated that electronic word of mouth (eWOM) on social media has a positive influence on perceptions of regional tourism destination brand identity, affecting tourists’ intentions to visit and recommend that destination. This study highlights the role of social media in reinforcing regional destination brand distinctiveness, emphasising the importance of information consumption and information sharing on social media by tourists. Further, it addresses a literature gap on regional tourism brand identity formation. It offers practical insights for brand managers and practitioners seeking to establish strong regional tourism brands through social media.