... processing. Thus, this paper aims to examine whether the electronic word of mouth originating from Twitter posts offers a useful source for assessing destination sentiment. Importantly, this research examines what caveats need to be considered when interpreting the findings. Design/methodology/approach...

... image by using online reviews. Brand image Brand positioning Referrals Reviews Travel comments Word of mouth Monitoring brand image by analyzing consumers' brand comments represent opportunities for managers to control, direct and understand the perceptions of customers (Graeff, 1996...