Jyväskylän yliopisto | JYX-julkaisuarkisto

 
Näytä aineisto 

Näytä suppeat kuvailutiedot

Exploring Post-COVID-19 Branding Strategies of African Destinations

dc.contributor.authorUkpabi, Dandison
dc.contributor.authorQuarshie, Benjamin
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.editorFerrer-Rosell, Berta
dc.contributor.editorMassimo, David
dc.contributor.editorBerezina, Katerina
dc.date.accessioned2023-01-26T06:00:31Z
dc.date.available2023-01-26T06:00:31Z
dc.date.issued2023
dc.identifier.citationUkpabi, 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.otherCONVID_172660519
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/85201
dc.description.abstractThe 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.extent368
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherSpringer
dc.relation.ispartofInformation and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023
dc.relation.ispartofseriesSpringer Proceedings in Business and Economics
dc.rightsCC BY 4.0
dc.subject.othersocial media
dc.subject.otherdestination brand identity
dc.subject.otherdestination branding
dc.subject.othertourism
dc.subject.otherTwitter
dc.subject.otherculture
dc.subject.othermarketing
dc.titleExploring Post-COVID-19 Branding Strategies of African Destinations
dc.typeconference paper
dc.identifier.urnURN:NBN:fi:jyu-202301261492
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineResurssiviisausyhteisöfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineSchool of Resource Wisdomen
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.relation.isbn978-3-031-25751-3
dc.type.coarhttp://purl.org/coar/resource_type/c_5794
dc.description.reviewstatuspeerReviewed
dc.format.pagerange217-227
dc.relation.issn2198-7246
dc.type.versionpublishedVersion
dc.rights.copyright© 2023 The Author(s)
dc.rights.accesslevelopenAccessfi
dc.type.publicationconferenceObject
dc.relation.conferencee-Tourism Conference
dc.subject.ysomarkkinointiviestintä
dc.subject.ysomatkailu
dc.subject.ysososiaalinen media
dc.subject.ysobrändäys
dc.subject.ysoTwitter
dc.subject.ysomarkkinointi
dc.subject.ysobrändit
dc.subject.ysomatkailuala
dc.subject.ysomatkailukohteet
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p3917
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p25981
jyx.subject.urihttp://www.yso.fi/onto/yso/p24097
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p3916
jyx.subject.urihttp://www.yso.fi/onto/yso/p8133
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.1007/978-3-031-25752-0_24
dc.type.okmA4


Aineistoon kuuluvat tiedostot

Thumbnail
Nimi:
ukpabiym.pdf
Koko:
1.863Mb
Tiedostomuoto:
PDF
Kuvaus:
publishedVersion
Katso/Avaa

Aineisto kuuluu seuraaviin kokoelmiin

Näytä suppeat kuvailutiedot

CC BY 4.0
Ellei muuten mainita, aineiston lisenssi on CC BY 4.0
Tietosuojailmoitus

Saavutettavuusseloste

Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.