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In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan
In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan
Articles
Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …