Abstract:The Internet has become increasingly important for promoting tourism destinations. Place branding has become an important marketing tool as destinations use it strategically and tactically to promote their unique advantages. However, at both a strategic and tactical level, place brands have to satisfy the needs of a wide range of stakeholders, often involving long and time consuming channels of negotiation before a strategy is agreed. A consequence is a frequent disjuncture between a place brand 'as officials … Show more
Evaluation; Results Visualization.. The framework was tested empirically during the FIFA World Cup 2014 at Curitiba (Brazil) as one of the main host city destinations. The research focused on mining of Twitter content with tourist services ontology (hospitality, food & beverages and transportation). In total 58,686 valid messages were collected, analyzed and associated with an application ontology. Content analysis demonstrated an accurate, real time reflection of tourism services. The framework is effective to collect relevant content and identify popular topics in social media towards strategic and operational tourism management. A better understanding of dynamic conversations facilitates better and faster decision making and a rapid response in real time that can support tourism organization and destination competitiveness.
Evaluation; Results Visualization.. The framework was tested empirically during the FIFA World Cup 2014 at Curitiba (Brazil) as one of the main host city destinations. The research focused on mining of Twitter content with tourist services ontology (hospitality, food & beverages and transportation). In total 58,686 valid messages were collected, analyzed and associated with an application ontology. Content analysis demonstrated an accurate, real time reflection of tourism services. The framework is effective to collect relevant content and identify popular topics in social media towards strategic and operational tourism management. A better understanding of dynamic conversations facilitates better and faster decision making and a rapid response in real time that can support tourism organization and destination competitiveness.
“…Among other 'external sources' (Jacobsen & Munar, 2012;Llodrà-Riera, Martínez-Ruiz, Jiménez-Sarco & Izquierdo-Yusta, 2015), the ever growing use of the Internet by tourists has resulted in an increasingly vital need for destinations to possess a website (Blumrodt & Palmer, 2013). Indeed, the ODW of an NTO may play a role in the decision-making stage of travel, serving as an attraction or bait to draw users' attention towards the destination whilst serving as a trigger and driving force transforming their interest into a booking or specific purchase.…”
Los sitios web oficiales son herramientas básicas para la difusión de la imagen de los destinos y para la promoción de sus marcas. Las Organizaciones Nacionales de Turismo conocen la importancia de crear, gestionar y actualizar un sitio web oficial para comunicarse con sus visitantes reales y potenciales. Este artículo presenta un análisis de la calidad de los sitios web turísticos oficiales de cinco países –España, Brasil, Argentina, Chile y China–, mediante la aplicación del Índice de Calidad Web. Los resultados muestran que el sitio web turístico oficial de mayor calidad es el de España, seguido del de Argentina, Chile, Brasil y China. El estudio revela también que los sitios web turísticos nacionales necesitan mejorar especialmente en lo que respecta a interactividad, capacidad persuasiva y comercialización.
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