Exploring Post-COVID-19 Branding Strategies of African Destinations

Dandison Ukpabi (), Benjamin Quarshie () and Heikki Karjaluoto ()
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Dandison Ukpabi: University of Jyväskylä
Benjamin Quarshie: Mampong Technical College of Education, Ashanti Region
Heikki Karjaluoto: University of Jyväskylä

A chapter in Information and Communication Technologies in Tourism 2023, 2023, pp 217-227 from Springer

Abstract: Abstract The lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advantages. We provide insights and implications.

Keywords: Social media; Destination brand identity; Destination branding; Tourism; Twitter; Culture; Marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-25752-0_24

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DOI: 10.1007/978-3-031-25752-0_24

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