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Destination brands and website evaluation: a research methodology

By J Fernández-Cavia

Abstract

Introduction:The World Wide Web has become the primary instrument used by tourists in order to search for information. As a result, tourism websites pertaining to destinations need to be appealing and must convey their brand image in an appropriate, effective manner. However, there is no methodology in place to assess the quality and communicative effectiveness of destination websites that is scientifically sound and universally accepted. The development of such a methodology is one of the tasks we have proposed within the framework of the research project: “New strategies for advertising and promoting Spanish tourism brands online” (CSO2008-02627), funded by the Spanish Ministry of Science and Innovation. Method: The project team have developed an interdisciplinary, all-embracing analysis template combining certain automated analyses with other qualitative and quantitative ones. The template comprises a total of 12 subject areas and 154 indicators prepared on the basis of contributions from prominent experts in each of the fields of work. This article sets out the analysis methodology drawn up and possible applications are given. Results: The primary aim of the project is to provide an assessment methodology that would make it possible to optimise destination brand websites, thus providing a tool to support the work of public tourism destination managers

Topics: destination brand, tourism, website, advertising, place branding, Social sciences (General), H1-99, Social Sciences, H, DOAJ:Social Sciences, Communication. Mass media, P87-96, Philology. Linguistics, P1-1091, Language and Literature, P, DOAJ:Media and communication
Publisher: Universidad de La Laguna
Year: 2013
DOI identifier: 10.4185/RLCS-2013-993en
OAI identifier: oai:doaj.org/article:2b72c2dcd52b42b8beb0af3161162e7d
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