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Social media is noted for its usefulness and contribution to destination marketing and management. Social media data is particularly valued as a source to understand issues such as tourist behavior and destination marketing strategies. Among the social media platforms, Twitter is one of the most utilized in research. Its use raises two issues: the challenge of obtaining historical data and the importance of qualitative data analysis. Regarding these issues, the chapter argues that retrieving tweets using hashtags and keywords on the Twitter website provides a corpus of tweets that is valuable for research, especially for qualitative inquiries. In addition, the value of qualitative analysis of Twitter data is presented, demonstrating, among other things, how such an approach captures in-depth information, enables appreciation and inclusion of the nonconventional language used on social media, distinguishes between “noise” and useful information, and recognizes information as the sum of all parts in the data.

Many destination marketers organise events to draw economic benefits over the short and long term. However, this chapter suggests that events can result in more than economic benefits, as they can be used to improve a destination’s branding and image. The authors explain how the organisation and implementation of successful events can enhance the destination’s attributes. They explore the consumer-based brand equity (CBBE) of the event and examine its relationship with other variables, including the destination’s image. Moreover, they maintain that music festivals can enhance the destination’s image and branding, particularly, when the visitors share their positive experiences with others. The authors make reference to two Portuguese events: NOS Primavera Sound event and NOS ALIVE. In conclusion, they imply that such music events are improving the brand equity among customers and adding value to the destination marketing of Portugal.

This study provides insights into the most salient elements of the Costa Rican bar servicescape/barscape (atmosphere). This is done qualitatively via six focus groups, six expert interviews, and six on-site observations. Results indicate that servicescape elements traditionally covered by the literature are of secondary importance. Participants instead emphasized social elements (other patrons, staff), supplemented by ambience elements (music, lighting, colors, noise, air, odors, scents). Moreover, the underlying socialization interest steered ambience preferences. Results support the increasingly important social servicescape notion. Generalizing traditionally studied servicescape elements across cultures and hospitality settings, as conventionally done, may result suboptimal. Commonalities might exist. However, research should be specifically contextualized to gain more nuanced servicescape understandings. Relating servicescape preferences to macro, meso, and micro considerations further enhances how servicescapes are understood. This study is the first to explore Latin-American barscapes. Notably, it expressly links servicescape preferences to patronage motives. It thereby uncovers why certain servicescape elements become important.