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The digital complexity in destination branding: the case of Portugal as tourism destination

Author

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  • 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.

Suggested Citation

  • Oliveira, Eduardo, 2013. "The digital complexity in destination branding: the case of Portugal as tourism destination," MPRA Paper 52680, University Library of Munich, Germany, revised 03 Jan 2014.
    • Handle: RePEc:pra:mprapa:52680
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    File URL: https://mpra.ub.uni-muenchen.de/52680/1/MPRA_paper_52680.pdf
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    More about this item

    Keywords

    content analysis; destination branding; digital; Portugal; strategy; text mining;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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