2026-04-14T07:26:24Zhttps://recercat.cat/oai/request

oai:recercat.cat:10230/327392025-12-18T01:27:27Zcom_2072_6col_2072_452952

00925njm 22002777a 4500 dc Fernández Cavia, Josep, 1963- author Marchiori, Elena author Haven-Tang, Claire author Cantoni, Lorenzo author 2017-09-04T15:24:11Z 2017-09-04T15:24:11Z 2017 Information and communication technologies (ICTs) have had a significant impact on both the travel and tourism experience and industry. In particular, destination marketing organizations (DMOs) have found ICT a powerful ally to harmonize and coordinate the activities of local stakeholders as well as to reach travellers. The aim of this research is to analyse destination brand communication strategies, especially those applied to online communication (official websites, social media and mobile applications). Data were collected from Spanish destinations – regions, provinces and cities – via an online survey addressed to destination brand and communication managers. Results show that destination brand communication is not fully standardized or professionalized yet; online tools (websites, social media and mobile applications) are used tactically and not strategically and the usefulness of social media and official websites is clearly more appreciated by DMO managers than the usefulness of mobile applications. This research work has been partially 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). Destination brand DMO Mobile application Online communication Social media Web marketing adoption Website Online communication in Spanish destination marketing organizations: the view of practitioners