(G)A(i)ming at the throne: Social media and the use of visitor-generated content in destination marketing

This chapter brings in the perspective on the interrelatedness of social media and popular culture in destination marketing. More specifically, the chapter examines how the Game of Thrones phenomenon was embedded in Instagram activities of the national DMOs in countries where the filming took place. The analysis finds that the DMOs differ in their destination marketing strategies of associating their social media activities to the popular TV series Game of Thrones: they either have no strategy, guard place authenticity, or fabricate place authenticity. While some DMOs decided to not fully exploit the benefits of Game of Thrones-induced tourism in their online marketing activities, Croatia is argued to have excelled in seizing the given opportunities. The analysis provides support for the use of visitor-generated content to be freely incorporated in DMOs social media activities in order to develop destination images and enhance the authenticity of the place, with special emphasis on popular culture tourism