The Role of functional associations in building destination brand personality: when official websites do the talking

Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential...

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Detalles Bibliográficos
Autores: Vinyals Mirabent, Sara, Kavaratzis, Mihalis, Fernández Cavia, Josep, 1963-
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2019
País:España
Institución: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:10230/41735
Acceso en línea:http://hdl.handle.net/10230/41735
http://dx.doi.org/10.1016/j.tourman.2019.04.022
Access Level:acceso abierto
Palabra clave:Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
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spelling The Role of functional associations in building destination brand personality: when official websites do the talkingVinyals Mirabent, SaraKavaratzis, MihalisFernández Cavia, Josep, 1963-Official websitesProjected brand personalityDestination brandingDestination imageDestination brand personalityDestination marketingOnline communicationDestinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image.This research work has been partially funded by the project “The tourist on the Web: informational habits and destination choice. ITOURIST” (CSO2014-59896-P), of the Ministry of Economy and Competitiveness of the Spanish Government.Elsevier20192019info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/41735http://dx.doi.org/10.1016/j.tourman.2019.04.022reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésTourism management. 2019;75:148-55.info:eu-repo/grantAgreement/ES/1PE/CSO2014-59896-P© Elsevier http://dx.doi.org/10.1016/j.tourman.2019.04.022info:eu-repo/semantics/openAccessoai:recercat.cat:10230/417352026-05-29T05:05:01Z
dc.title.none.fl_str_mv The Role of functional associations in building destination brand personality: when official websites do the talking
title The Role of functional associations in building destination brand personality: when official websites do the talking
spellingShingle The Role of functional associations in building destination brand personality: when official websites do the talking
Vinyals Mirabent, Sara
Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
title_short The Role of functional associations in building destination brand personality: when official websites do the talking
title_full The Role of functional associations in building destination brand personality: when official websites do the talking
title_fullStr The Role of functional associations in building destination brand personality: when official websites do the talking
title_full_unstemmed The Role of functional associations in building destination brand personality: when official websites do the talking
title_sort The Role of functional associations in building destination brand personality: when official websites do the talking
dc.creator.none.fl_str_mv Vinyals Mirabent, Sara
Kavaratzis, Mihalis
Fernández Cavia, Josep, 1963-
author Vinyals Mirabent, Sara
author_facet Vinyals Mirabent, Sara
Kavaratzis, Mihalis
Fernández Cavia, Josep, 1963-
author_role author
author2 Kavaratzis, Mihalis
Fernández Cavia, Josep, 1963-
author2_role author
author
dc.subject.none.fl_str_mv Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
topic Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
description Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image.
publishDate 2019
dc.date.none.fl_str_mv 2019
2019
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/41735
http://dx.doi.org/10.1016/j.tourman.2019.04.022
url http://hdl.handle.net/10230/41735
http://dx.doi.org/10.1016/j.tourman.2019.04.022
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Tourism management. 2019;75:148-55.
info:eu-repo/grantAgreement/ES/1PE/CSO2014-59896-P
dc.rights.none.fl_str_mv © Elsevier http://dx.doi.org/10.1016/j.tourman.2019.04.022
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © Elsevier http://dx.doi.org/10.1016/j.tourman.2019.04.022
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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