| 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. |