Latest / Business Class: The Global Tourism Leadership Conversation
Unpacking User-Generated Content with Professor Bryan Lavin
Join us in this enlightening episode as we sit down with Bryan Lavin, a distinguished professor at Johnson and Wales University's College of Hospitality Management. Bryan shares insights from his dissertation on user-generated content (UGC) marketing campaigns, revealing key motivations and barriers that drive or hinder participation.
Discover Bryan's surprising findings about social media usage across different age groups, and delve into the importance of empowerment in creating engaging and authentic travel content. He also recounts his experiences with local tourism boards and discusses…
The skinny
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