The digital complexity in destination branding: the case of Portugal as tourism destination
AbstractTourism destinations are demanding strategic thinking and dynamic methods to address the contemporary digital challenge. The application of information communication technologies (ICTs) by tourism destinations, when correctly articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, image and to optimise the benefits they derive from tourism. The novelty of this paper lies in the strategic approach to the digital complexity in destination branding by researching developments in branding Portugal as a tourism destination. A content analysis and text mining were applied as research methodology. Perceive how tourism-oriented promotional channels characterize destination Portugal, and further discuss the best branding strategies, is a central element along the study.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 52680.
Date of creation: 10 Dec 2013
Date of revision: 03 Jan 2014
content analysis; destination branding; digital; Portugal; strategy; text mining;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-ALL-2014-01-10 (All new papers)
- NEP-CSE-2014-01-10 (Economics of Strategic Management)
- NEP-CUL-2014-01-10 (Cultural Economics)
- NEP-IPR-2014-01-10 (Intellectual Property Rights)
- NEP-TUR-2014-01-10 (Tourism Economics)
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