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All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations

Dario Bertocchi (), Lisa Zecchin (), Angelica Guzzon (), Nicola Camatti and Jan van der Borg ()
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Dario Bertocchi: Department of Economics, Ca' Foscari University of Venice
Lisa Zecchin: Department of Economics, Ca' Foscari University of Venice
Angelica Guzzon: Department of Economics, Ca' Foscari University of Venice
Jan van der Borg: Department of Economics, Ca' Foscari University of Venice

No 2021:14, Working Papers from Department of Economics, University of Venice "Ca' Foscari"

Abstract: The purpose of this paper is to propose a methodological framework for the evaluation/assessment of the web image and reputation of a destination as a self-analysis process leading towards the building of a competitive destination brand. This process is even more important for tourism destinations/products, such as the Italian coastal destinations labelled G20S, whose purpose is to improve their competitiveness in the tourist market through a renovated image. The study presents an image of the Italian coastal destinations through destinations ranking indexes and highlighting their attributes; this can be a useful instrument for all destination managers and decision makers to monitor their destination's online reputation and support the brand-building/brand management process. Moreover, the web reputation and the web image analysis of a destination allows to develop an effective co-creation process and adopt marketing actions in line with new trends from the demand side.

Keywords: Online reputation; Seaside Destination; Brand Image; Tourism Competitiveness; Co-creation (search for similar items in EconPapers)
JEL-codes: P25 R11 R58 Z3 (search for similar items in EconPapers)
Pages: 39 pages
Date: 2021
New Economics Papers: this item is included in nep-tur
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