This preliminary analysis investigates how social media user-generated content and online news about the "Miami Beach Is Breaking Up With Spring Break" campaign contribute to the city’s destination branding. Using Corpus-Assisted Discourse Studies (CADS), it explores how these online narratives co-construct the destination brand and potentially influence its image.
Walter Spezzano, Carolin Lusby (2025). Assessing the Impact of Social Media User-Generated Content and Online News on Sustainable Destination Branding: The Case of Spring Break in Miami Beach. In D. Humphreys, J. Gutiérrez-Pérez (a cura di), Twenty-First International Conference on Environmental, Cultural, Economic & Social Sustainability Conference Proceedings (pp. 66-66). Common Ground Research Networks [10.18848/978-1-966214-37-3/CGP].
Assessing the Impact of Social Media User-Generated Content and Online News on Sustainable Destination Branding: The Case of Spring Break in Miami Beach
Walter Spezzano
Primo
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2025-04-22
Abstract
This preliminary analysis investigates how social media user-generated content and online news about the "Miami Beach Is Breaking Up With Spring Break" campaign contribute to the city’s destination branding. Using Corpus-Assisted Discourse Studies (CADS), it explores how these online narratives co-construct the destination brand and potentially influence its image.
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