Communication and branding on national tourism websites
Official websites are crucial tools for image dissemination, brand promotion and marketing of destinations. National Tourism Organizations are aware of the need to create, maintain and update an Official Destination Website in order to engage with current and potential visitors. This paper presents...
| Authors: | , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2015 |
| Country: | España |
| Institution: | Universitat Pompeu Fabra |
| Repository: | Repositorio Digital de la UPF |
| OAI Identifier: | oai:repositori.upf.edu:10230/32566 |
| Online Access: | http://hdl.handle.net/10230/32566 http://dx.doi.org/10.7764/cdi.37.682 |
| Access Level: | Open access |
| Keyword: | Destination branding e-tourism Website assessment National tourist destination Official destination website Destination marketing organization Web quality index Evaluación de sitios web Destino turístico nacional Sitio web oficial de turismo Organización de marketing de destino Índice de calidad web Branding de destino e-turismo Avaliação de sites Destinos nacionais de turismo Sites oficiais de destinos turísticos Marketing de destinos turísticos Índice de qualidade web |
| Summary: | Official websites are crucial tools for image dissemination, brand promotion and marketing of destinations. National Tourism Organizations are aware of the need to create, maintain and update an Official Destination Website in order to engage with current and potential visitors. This paper presents a quality assessment of the official destination websites of five countries –Spain, Brazil, Argentina, Chile and China– obtained from applying the Web Quality Index. The results show that the best quality is achieved by Spain’s official destination website followed by those of Argentina, Chile, Brazil and China. The research also reveals that the national tourism websites require a clear improvement in areas such as interactivity, persuasiveness and commercialization. |
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