Online Communication and Italian Tourism
Keywords: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
The authors retain all rights to the original work without any restrictions.
License for Published Contents
You are free to copy, distribute and transmit the work, and to adapt the work. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).
License for Metadata
Symphonya published articles metadata are dedicated to the public domain by waiving all publisher's rights to the work worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
You can copy, modify, distribute and perform the work, even for commercial purposes, all without asking permission.