T he pu rpos e of t his pa pe r is t o p ro pos e a m e t hod olog ic al f ram e w ork f or t he e v alu at ion/as s es s m e nt of t he we b im ag e and re pu t at ion of a de s t inat ion as a s e lf -analy s is proc e s s le ading t ow ards t he bu ilding of a c om pe t it iv e de s t inat ion brand. T his proc e s s is e v e n m ore im port ant f or t ou ris m de s t inat ions /produ c t s , su c h as t he It alian c oas t al de s t inat ions labe lle d G 2 0 S, w hos e pu rpos e is t o im prov e t he ir c om pe t it iv e ne s s in t he t ou rist m ark e t t hrou g h a re nov at e d im ag e . T he st u dy pres e nt s an im ag e of t he It alian c oas t al de s t inat ions t hrou g h de s t inat ions rank i ng inde xe s and hig hlig ht ing t he ir at t ri bu t e s ; t his c an be a u s e f u l ins t ru m e nt f or all de s t inat ion m anag e rs and de c is ion m ak e rs t o m onit or t he ir de s t inat ion' s onli ne re pu t at ion and s u pport t he brand -bu ildi ng /bra nd m anag e m e nt proc e s s . More ov e r, t he w e b re pu t at ion and t he w e b im ag e ana ly s is of a de s t inat ion allow s t o de v e lop an e f f e c t iv e c o -c re at ion pr oc e s s and adopt m ark e t ing ac t ions in line w it h ne w t re nds f rom t he d e m and s ide .
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.
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