Pre-travel experiential tourism communication: A study of Catalonia and Veneto
In response to the growing complexity of consumer choices, there has been a noticeable shift towards experiential marketing in travel destinations. This study focuses on Catalonia, Spain, and Veneto, Italy, examining how tourism institutions adapted communication to emphasise experiential appeals in...
| Autores: | , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2026 |
| País: | España |
| Recursos: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repositorio: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:2445/227734 |
| Acesso em linha: | https://hdl.handle.net/2445/227734 |
| Access Level: | acceso abierto |
| Palavra-chave: | Anàlisi de contingut (Comunicació) Política turística Vènet (Itàlia) Catalunya Turisme Content analysis (Communication) Politics of tourism Veneto (Italy) Catalonia Tourism |
| Resumo: | In response to the growing complexity of consumer choices, there has been a noticeable shift towards experiential marketing in travel destinations. This study focuses on Catalonia, Spain, and Veneto, Italy, examining how tourism institutions adapted communication to emphasise experiential appeals in the pre-travel phase. Using a content analysis of posts from Twitter-X, this study examines communication trends in aligning tourism products with the tourist experience, using pre- and post-COVID-19 pandemic periods as reference points. Although there have been attempts to diversify product categories, pre-pandemic categories remain dominant, limiting the comprehensive portrayal of tourism product offerings. This research proposes a framework for aiding pre-travel communication planning, advocating for the alignment of online branding of destinations with the projected destinations’ image based on experience dimensions and components. |
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