Stéphane Bourliataux-Lajoinie, Frederic Dosquet and Josep Lluís del Olmo Arriaga
This study aims to offer a three-pronged reflection on overtourism in large cities such as Barcelona. The objective is to outline how technology can impact on overtourism and…
Abstract
Purpose
This study aims to offer a three-pronged reflection on overtourism in large cities such as Barcelona. The objective is to outline how technology can impact on overtourism and eventually, how to tackle the problem using technology.
Design/methodology/approach
The research design is based on secondary data (literature and online reviews) and a case study of Barcelona.
Findings
The most significant aspect is the rapid spread of comments and reviews about attractions and venues. Despite the interest in ICT generalisation, these new technologies have a dark side. Closely linked to fashion trends, some tourist destinations find themselves rapidly overbooked.
Originality/value
Unlike other studies, this paper reveals a dark side of technology and attempts to use technology to mitigate the impacts of overtourism.
Details
Keywords
Josep Lluis Del Olmo Arriaga, David Andreu Domingo and Vanesa Berlanga Silvente
The purpose of this paper is to analyse the interaction between fashion brands and consumers on social network sites. More precisely, the goal is to assess the relationship that…
Abstract
Purpose
The purpose of this paper is to analyse the interaction between fashion brands and consumers on social network sites. More precisely, the goal is to assess the relationship that is established between the low-cost fashion company Primark and followers of the brand on the Facebook social network in Spain, and to evaluate the brand’s use of consumer passion through this social network.
Design/methodology/approach
The fieldwork for this research was conducted over September-October 2015, which coincided with the final stages in the sales and the start of the autumn-winter 2015 season. The methodology was based on a daily study of all Primark publications and user interactions with the brand on Facebook.
Findings
The results of this study show that there is some engagement between Facebook users and Primark. However, the company does not respond to this user interaction, thereby missing opportunities in the field of consumer passion.
Originality/value
Until now, research into the interaction of fashion brands with users of the social networks has focused mainly on the luxury sector. This study makes an important contribution to research into the interaction between a low-cost fashion brand and users of social network sites. Primark was chosen as the focus of this case study because the brand has become a model since it broke into the mature Spanish fashion market.