Suchergebnisse

Official websites are crucial tools for image dissemination, brand promotion and marketing of destinations. National Tourism Organizations are aware of the need to create, maintain and update an Official Destination Website in order to engage with current and potential visitors. This paper presents a quality assessment of the official destination websites of five countries –Spain, Brazil, Argentina, Chile and China– obtained from applying the Web Quality Index. The results show that the best quality is achieved by Spain's official destination website followed by those of Argentina, Chile, Brazil and China. The research also reveals that the national tourism websites require a clear improvement in areas such as interactivity, persuasiveness and commercialization. ; 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. ; Os sites oficiais são ferramentas básicas para a difusão da imagem dos destinos e para a promoção de suas marcas. As Organizações Nacionais de Turismo sabem da importância de criar, administrar e atualizar um site oficial para se comunicar com seus visitantes reais e potenciais. Este artigo apresenta uma análise da qualidade dos sites turísticos oficiais de cinco países –Espanha, Brasil, Argentina, Chile e China–, mediante a aplicação do Índice de Qualidade Web. Os resultados mostram que o sítio web turístico oficial de maior qualidade é o da Espanha, seguido dos de Argentina, Chile, Brasil e China. O estudo revela também que os sites turísticos nacionais precisam melhorar especialmente no que diz respeito a interatividade, capacidade persuasiva e comercialização. ; This research work has been funded by the project "Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)" (CSO 2011-22691), of the Ministry of Economy and Competitiveness of the Spanish Government. More information can be found at www.marcasturisticas.org (available only in Spanish).

The article sets out the findings of research carried out in 2013 on the Spanish tourism mobile applications. The research that covered 66 apps combined a quantitative description of this sector with qualitative categories based on a semiotic analysis. The article evaluates and compares the apps, identifies their main traits, and proposes a taxonomy: the content-based app, the participatory app and the leisure app. ; This research work has been funded by the project "Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)" (CSO 2011-22691), of the Ministry of Economy and Competitiveness of the Spanish Government.

Destinations 'talk' about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image. ; This research work has been partially funded by the project "The tourist on the Web: informational habits and destination choice. ITOURIST" (CSO2014-59896-P), of the Ministry of Economy and Competitiveness of the Spanish Government.