Exploring Post-COVID-19 Branding Strategies of African Destinations

Ukpabi, Dandison; Quarshie, Benjamin; Karjaluoto, Heikki

doi:10.1007/978-3-031-25752-0_24

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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

Päivämäärä

2023

Oppiaine

Resurssiviisausyhteisö Markkinointi Digital marketing and Communication Digitaalinen liiketoiminta ja talous (painoala)School of Resource Wisdom Marketing Digital marketing and Communication Digital Business and Economy (focus area)

Tekijänoikeudet

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.

Julkaisija

Springer

Emojulkaisun ISBN

978-3-031-25751-3

Konferenssi

e-Tourism Conference

Kuuluu julkaisuun

Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023

ISSN Hae Julkaisufoorumista

2198-7246

Asiasanat

social media destination brand identity destination branding tourism Twitter culture marketing markkinointiviestintä matkailu sosiaalinen media brändäys markkinointi brändit matkailuala matkailukohteet

DOI

https://doi.org/10.1007/978-3-031-25752-0_24

URI

http://urn.fi/URN:NBN:fi:jyu-202301261492

Julkaisu tutkimustietojärjestelmässä

https://converis.jyu.fi/converis/portal/detail/Publication/172660519

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Kauppakorkeakoulu [1381]

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Ellei muuten mainita, aineiston lisenssi on CC BY 4.0