Exploring Post-COVID-19 Branding Strategies of African Destinations
Ukpabi, D., Quarshie, B., & Karjaluoto, H. (2023). Exploring Post-COVID-19 Branding Strategies of African Destinations. In B. Ferrer-Rosell, D. Massimo, & K. Berezina (Eds.), Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023 (pp. 217-227). Springer. Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-031-25752-0_24
Published in
Springer Proceedings in Business and EconomicsDate
2023Discipline
ResurssiviisausyhteisöMarkkinointiDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)School of Resource WisdomMarketingDigital marketing and CommunicationDigital Business and Economy (focus area)Copyright
© 2023 The Author(s)
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.
Publisher
SpringerParent publication ISBN
978-3-031-25751-3Conference
e-Tourism ConferenceIs part of publication
Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023ISSN Search the Publication Forum
2198-7246Keywords
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/172660519
Metadata
Show full item recordCollections
- Kauppakorkeakoulu [1381]
License
Except where otherwise noted, this item's license is described as CC BY 4.0