Italian seaside destinations in comparison. The brand image assessment for destination branding co-creation

Titolo Rivista ARCHIVIO DI STUDI URBANI E REGIONALI
Autori/Curatori Dario Bertocchi, Lisa Zecchin, Angelica Guzzon, Nicola Camatti
Anno di pubblicazione 2023 Fascicolo 2022/135
Lingua Inglese Numero pagine 26 P. 109-134 Dimensione file 271 KB
DOI 10.3280/ASUR2022-135006
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

The purpose of this paper is to propose a methodology for the assessment of a destination’s image on the web. The study builds up a picture of 26 Italian coastal destinations through indexes and highlighting the reputation of the tourism services (attractions, restaurants, and accommodation). This can be a useful tool for destination managers to help monitor their destination’s online reputation and support the brand-building and management through a co-creation.

Questo lavoro propone una metodologia per la valutazione della web reputation di una destinazione turistica. Lo scopo è di analizzare la competitività di 26 destina- zioni balneari italiane mediante l’utilizzo di dati UGC di TripAdvisor sui servizi turistici (attrazioni, ricettività e accoglienza). Il risultato è la creazione di uno strumento basato su indici quanti-qualitativi, funzionale al monitoraggio e alla ge- stione dell’immagine di una destinazione attraverso un processo di co-creazione.

Keywords:immagine della destinazione; reputazione online; destinazioni bal-neari; co-creation; social network.

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Dario Bertocchi, Lisa Zecchin, Angelica Guzzon, Nicola Camatti, Italian seaside destinations in comparison. The brand image assessment for destination branding co-creation in "ARCHIVIO DI STUDI URBANI E REGIONALI" 135/2022, pp 109-134, DOI: 10.3280/ASUR2022-135006