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The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is...
The population is growing quickly generating behaviors that force us to face difficult challenges analysis and decision making. Given this scenario, tourist destinations have to deal with a complex environment that makes their competitive position can be maintained or changed, playing a key role in the Information and Communications Technology (ICT...