The Northern Likes: The Case of Northwest Territories’ Social Media Campaign

5-Year NWT Tourism Marketing Strategy: Towards a $235 Million NWT Tourism Industry (pp. 1–88, Rep.). (2016). Yellowknife, NWT, Northwest Territories Tourism.

Annual Visitation Statistics 11–16. (2016, September). Retrieved March 15, 2017, from http://www.iti.gov.nt.ca/en/tourism-research.

Baloglu S. , & McCleary K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.

Blain C. , Levy S. E. , & Ritchie J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328–338.

Elliot S. & Papadapoulos N. (2016). Of products and tourism destinations: An integrative, cross-national study of place image. Journal of Business Research, 69(3), 1157–1165.

Kaplan A. M. , & Haenlein M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.

Lange-Faria W. & Elliot S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193–211.

Secrets | Spectacular Northwest Territories. (n.d.). Retrieved March 15, 2017, from http://spectacularnwt.com/secrets.

The Explorer Quotient [PDF]. (2008). Canadian Tourism Commission.

Instructors can prepare for the lesson ahead of time by referring to the documents below. Once the case analysis is complete, students are also encouraged to think beyond the case, especially in determining whether the total campaign was indeed successful for NWT:.

NWT Industry, Tourism and Investment (http://www.iti.gov.nt.ca/en).

NWT Tourism Secrets Campaign website (http://spectacularnwt.com/secrets).

Kawasaki G. , & Fitzpatrick P. (2014). The Art of Social Media: Power Tips for Power Users. Penguin.

Kerpen D. (2015). Likeable Social Media, Revised and Expanded: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More. McGraw Hill Professional.

Vaynerchuk G. (2013). Jab, jab, jab, right hook: How to tell your story in a noisy social world. Harper Business.

Baloglu S. , & McCleary K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.

Lange-Faria W. & Elliot S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193–211.

Baloglu S. , & McCleary K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.

Kaplan A. M. , & Haenlein M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.