nep-tur New Economics Papers
on Tourism Economics
Issue of 2014‒01‒10
one paper chosen by
Laura Vici
Universita' di Bologna

  1. The digital complexity in destination branding: the case of Portugal as tourism destination By Oliveira, Eduardo

  1. By: Oliveira, Eduardo
    Abstract: Tourism 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.
    Keywords: content analysis, destination branding, digital, Portugal, strategy, text mining
    JEL: M31
    Date: 2013–12–10

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