Assessing the Impact of Social Media User-Generated Content and Online News on Sustainable Destination Branding: The Case of Spring Break in Miami Beach

Abstract

This preliminary analysis investigates how social media user-generated content and online news about the "Miami Beach Is Breaking Up With Spring Break" campaign contribute to the city’s destination branding. Using Corpus-Assisted Discourse Studies (CADS), it explores how these online narratives co-construct the destination brand and potentially influence its image.