An analysis of how Limpopo province can utilize user-generated content [UGC] to build brand resonance

Abstract

Albăstroiu and Felea (2014) states that user generated content (UGC) has various benefits for brands, one of the benefits in question in this research, is the contribution of UGC in build meaningful brand connection. COVID-19 travel restrictions and budget cuts within the Travel and Hospitality sector has escalated the need for destination brands to look at how UGC can aid in building brand connection with consumers (Pihlainen, 2017). This study analysed the influence of UGC on the brand resonance of the Limpopo province as a destination brand. The study observed UGC published by Limpopo Tourism Agency (LTA) on the Go_Limpopo Instagram account for the month of May 2021. The Instagram posts were sampled using purposeful non-probability sampling method and the data was collected using unobtrusive data collection method. The data collected was analysed using thematic analysis to check for the potential influence of UGC on Limpopo’s brand resonance using the Keller brand resonance framework (2011). The findings indicate that Go_Limpopo’s Instagram account combines the destination marketing organisation’s published posts with the UGC from Instagram users. The published content positioned the destination brand favourably when considering the anticipated future travel trends post travel restrictions. As researchers argue that consumer demand and behavioural changes post travel restrictions will move destinations that meet specific nature tourism and outdoor recreation to the top of consumers choice (Rogerson & Rogerson 2021). Furthermore, The UGC posted on the Go_Limpopo account was found to resonate with users as the published posts showed experiential content that evoked consumers’ sensory and behavioural responses, linking the brand with pleasurable consumer experiences.