Exploring Post-COVID-19 Branding Strategies of African Destinations
| dc.contributor.author | Ukpabi, Dandison | |
| dc.contributor.author | Quarshie, Benjamin | |
| dc.contributor.author | Karjaluoto, Heikki | |
| dc.contributor.editor | Ferrer-Rosell, Berta | |
| dc.contributor.editor | Massimo, David | |
| dc.contributor.editor | Berezina, Katerina | |
| dc.date.accessioned | 2023-01-26T06:00:31Z | |
| dc.date.available | 2023-01-26T06:00:31Z | |
| dc.date.issued | 2023 | |
| dc.identifier.citation | 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.), <i>Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023</i> (pp. 217-227). Springer. Springer Proceedings in Business and Economics. <a href="https://doi.org/10.1007/978-3-031-25752-0_24" target="_blank">https://doi.org/10.1007/978-3-031-25752-0_24</a> | |
| dc.identifier.other | CONVID_172660519 | |
| dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/85201 | |
| dc.description.abstract | 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. | en |
| dc.format.extent | 368 | |
| dc.format.mimetype | application/pdf | |
| dc.language.iso | eng | |
| dc.publisher | Springer | |
| dc.relation.ispartof | Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023 | |
| dc.relation.ispartofseries | Springer Proceedings in Business and Economics | |
| dc.rights | CC BY 4.0 | |
| dc.subject.other | social media | |
| dc.subject.other | destination brand identity | |
| dc.subject.other | destination branding | |
| dc.subject.other | tourism | |
| dc.subject.other | ||
| dc.subject.other | culture | |
| dc.subject.other | marketing | |
| dc.title | Exploring Post-COVID-19 Branding Strategies of African Destinations | |
| dc.type | conferenceObject | |
| dc.identifier.urn | URN:NBN:fi:jyu-202301261492 | |
| dc.contributor.laitos | Kauppakorkeakoulu | fi |
| dc.contributor.laitos | School of Business and Economics | en |
| dc.contributor.oppiaine | Resurssiviisausyhteisö | fi |
| dc.contributor.oppiaine | Markkinointi | fi |
| dc.contributor.oppiaine | Digital marketing and Communication | fi |
| dc.contributor.oppiaine | Digitaalinen liiketoiminta ja talous (painoala) | fi |
| dc.contributor.oppiaine | School of Resource Wisdom | en |
| dc.contributor.oppiaine | Marketing | en |
| dc.contributor.oppiaine | Digital marketing and Communication | en |
| dc.contributor.oppiaine | Digital Business and Economy (focus area) | en |
| dc.type.uri | http://purl.org/eprint/type/ConferencePaper | |
| dc.relation.isbn | 978-3-031-25751-3 | |
| dc.type.coar | http://purl.org/coar/resource_type/c_5794 | |
| dc.description.reviewstatus | peerReviewed | |
| dc.format.pagerange | 217-227 | |
| dc.relation.issn | 2198-7246 | |
| dc.type.version | publishedVersion | |
| dc.rights.copyright | © 2023 The Author(s) | |
| dc.rights.accesslevel | openAccess | fi |
| dc.relation.conference | e-Tourism Conference | |
| dc.subject.yso | markkinointiviestintä | |
| dc.subject.yso | matkailu | |
| dc.subject.yso | sosiaalinen media | |
| dc.subject.yso | brändäys | |
| dc.subject.yso | ||
| dc.subject.yso | markkinointi | |
| dc.subject.yso | brändit | |
| dc.subject.yso | matkailuala | |
| dc.subject.yso | matkailukohteet | |
| dc.format.content | fulltext | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p6988 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p3917 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p20774 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p25981 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p24097 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p5878 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p23851 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p3916 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p8133 | |
| dc.rights.url | https://creativecommons.org/licenses/by/4.0/ | |
| dc.relation.doi | 10.1007/978-3-031-25752-0_24 | |
| dc.type.okm | A4 |
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