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

Author/s Dario Bertocchi, Lisa Zecchin, Angelica Guzzon, Nicola Camatti
Publishing Year 2023 Issue 2022/135 Language English
Pages 26 P. 109-134 File size 271 KB
DOI 10.3280/ASUR2022-135006
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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.

Keywords: destination image; web reputation; seaside destination; 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