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All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations

Author

Listed:
  • Dario Bertocchi

    (Department of Economics, Ca' Foscari University of Venice)

  • Lisa Zecchin

    (Department of Economics, Ca' Foscari University of Venice)

  • Angelica Guzzon

    (Department of Economics, Ca' Foscari University of Venice)

  • Nicola Camatti

    (Department of Economics, Ca' Foscari University of Venice)

  • Jan van der Borg

    (Department of Economics, Ca' Foscari University of Venice)

Abstract

The purpose of this paper is to propose a methodological framework for the evaluation/assessment of the web image and reputation of a destination as a self-analysis process leading towards the building of a competitive destination brand. This process is even more important for tourism destinations/products, such as the Italian coastal destinations labelled G20S, whose purpose is to improve their competitiveness in the tourist market through a renovated image. The study presents an image of the Italian coastal destinations through destinations ranking indexes and highlighting their attributes; this can be a useful instrument for all destination managers and decision makers to monitor their destination's online reputation and support the brand-building/brand management process. Moreover, the web reputation and the web image analysis of a destination allows to develop an effective co-creation process and adopt marketing actions in line with new trends from the demand side.

Suggested Citation

  • Dario Bertocchi & Lisa Zecchin & Angelica Guzzon & Nicola Camatti & Jan van der Borg, 2021. "All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations," Working Papers 2021:14, Department of Economics, University of Venice "Ca' Foscari".
    • Handle: RePEc:ven:wpaper:2021:14
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Online reputation; Seaside Destination; Brand Image; Tourism Competitiveness; Co-creation;
    All these keywords.

    JEL classification:

    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy
    • Z3 - Other Special Topics - - Tourism Economics
    • P25 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Urban, Rural, and Regional Economics
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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