The Role ofOfficial Websites in Destination Branding: A Systematic Literature Review

Abstract

In this study, it is aimed to examine the role of official destination websitesin destination branding processes. In theresearch, a systematic literaturereviewhas been applied. There were 58 related studies in total, and after inclusion and exclusion process finally a total of 36 studies were included in the systematic literature review.The main research themes of the studies reviewed in the research are; destination brand image, website features, interaction and finally destination brand personality.Official destination websitesare important in providing the information that potential tourists need from a reliable source. As a result, while these websites provide useful and reliable information for travelers, their interaction features are not at a satisfactory level. Therefore, it is suggested that these websites should also have interaction opportunities for users such as sharing experiences and communicating among each other and with destination representatives.