Abstract
Destination positioning refers to destinations identifying their most distinct attributes and focusing on these in their marketing activities in order to distinguish themselves from competitors, develop a brand identity and highlight uniqueness. In this paper, we consider 9 European capitals and analyse their visual marketing on Instagram to identify how truly distinct their destinations are being presented online. By comparing between them as well as comparing to the perceived destination image measured from visitor photos on the same platform, we present a methodology for identifying each destinations distinct attributes and measuring how well DMOs are positioning themselves with respect to competing destinations, with recommendations for improving their positioning.
| Original language | English |
|---|---|
| Title of host publication | Information and Communication Technologies in Tourism 2024 |
| Subtitle of host publication | ENTER 2024 International eTourism Conference, Izmir, Türkiye, January 17-19 |
| Publisher | Springer |
| Pages | 16-28 |
| ISBN (Electronic) | 978-3-031-58839-6 |
| ISBN (Print) | 978-3-031-58838-9 |
| DOIs | |
| Publication status | Published - 4 May 2024 |
| Event | ENTER 2024: e-Tourism Conference - Izmir, Turkey Duration: 17 Jan 2024 → 19 Jan 2024 https://enter-conference.org/ (website of the conference) |
Conference
| Conference | ENTER 2024 |
|---|---|
| Country/Territory | Turkey |
| City | Izmir |
| Period | 17/01/2024 → 19/01/2024 |
| Other | NTER is the annual conference organised by the International Federation for IT and Travel & Tourism (IFITT). |
| Internet address |
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