Online Communication and Italian Tourism


  • Fabrizio Mosca
  • Kamel Ben Youssef
  • Thomas Majd



Brand Image, Digital Marketing, Content Analysis, Destination Branding, Global Tourism, Hospitality, The Sense of Place, Wikibrands, Wikidestination, Globalisation


Tourism destinations seek to attract tourists in innovative and enticing ways by using web-based communication media. Since tourists have the choice between many destinations of the same target category, destinations are required to provide something special in order to stand out from other destinations. Recently, a lot of attention has been paid to the idea of creating promotional ecosystems able to represent territorial specificities while, at the same time, taking advantage of the global attractiveness of the country brand. However, less is known about how integrated bottom-up approaches. Since congruence between destination image and destination identity was already found to be highly important for successful destination branding, integrated bottom-up communication could provide a reliable basis for developing effective destination branding campaigns.




How to Cite

Mosca, F., Ben Youssef, K., & Majd, T. (2017). Online Communication and Italian Tourism. Symphonya. Emerging Issues in Management, (2), 31–45.