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The Effect of Asymmetrical Image Projections on Online Destination Branding

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Flavio Tiago

    (University of the Azores)

  • Teresa Borges-Tiago

    (University of the Azores)

  • Sotirios Varelas

    (University of Peloponnese)

  • Androniki Kavoura

    (University of West Attica)

Abstract

Destinations are the heart and soul of tourism products. This is why and richness of the destinations. The creation of destination brand images is no longer limited to content shared by DMOs and often depends on the information and contents generated by traders, travelers, and residents. tourism and hospitality firms and DMOs invest heavily in communicating the destination attributes through appealing brand images, reflecting the uniqueness Discovering the alignment between DMO’ brand communication and tourists’ perceptions shared in digital and social media is an ongoing task for brand managers. To understand the communication alignment, three different archipelagos were chosen due to their tourism maturity levels: Azores, Madeira, and Canary Islands. The official website of each archipelago’s DMO and the visitors’ contributions on Facebook were analyzed. The results show different levels of content creation between DMOs and visitors and unveil that videos were more engaging, especially those created by visitors.

Suggested Citation

  • Flavio Tiago & Teresa Borges-Tiago & Sotirios Varelas & Androniki Kavoura, 2019. "The Effect of Asymmetrical Image Projections on Online Destination Branding," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 289-296, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_33
    DOI: 10.1007/978-3-030-12453-3_33
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    Cited by:

    1. Sotirios Varelas, 2022. "Virtual Immersive Platforms as a Strategic Innovative Destination Marketing Tool in the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-15, October.

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