The Role of functional associations in building destination brand personality: when official websites do the talking

Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential...

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Detalles Bibliográficos
Autores: Vinyals Mirabent, Sara, Kavaratzis, Mihalis, Fernández Cavia, Josep, 1963-
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2019
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/41735
Acceso en línea:http://hdl.handle.net/10230/41735
http://dx.doi.org/10.1016/j.tourman.2019.04.022
Access Level:acceso abierto
Palabra clave:Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
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spelling The Role of functional associations in building destination brand personality: when official websites do the talking Vinyals Mirabent, Sara Kavaratzis, Mihalis Fernández Cavia, Josep, 1963- Official websites Projected brand personality Destination branding Destination image Destination brand personality Destination marketing Online communication Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image. This research work has been partially funded by the project “The tourist on the Web: informational habits and destination choice. ITOURIST” (CSO2014-59896-P), of the Ministry of Economy and Competitiveness of the Spanish Government. Elsevier http://hdl.handle.net/10230/41735 http://dx.doi.org/10.1016/j.tourman.2019.04.022
title The Role of functional associations in building destination brand personality: when official websites do the talking
spellingShingle The Role of functional associations in building destination brand personality: when official websites do the talking
Vinyals Mirabent, Sara
Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
title_short The Role of functional associations in building destination brand personality: when official websites do the talking
title_full The Role of functional associations in building destination brand personality: when official websites do the talking
title_fullStr The Role of functional associations in building destination brand personality: when official websites do the talking
title_full_unstemmed The Role of functional associations in building destination brand personality: when official websites do the talking
title_sort The Role of functional associations in building destination brand personality: when official websites do the talking
author Vinyals Mirabent, Sara
author_facet Vinyals Mirabent, Sara
Kavaratzis, Mihalis
Fernández Cavia, Josep, 1963-
author_role author
author2 Kavaratzis, Mihalis
Fernández Cavia, Josep, 1963-
author2_role author
author
topic Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
topic_facet Official websites
Projected brand personality
Destination branding
Destination image
Destination brand personality
Destination marketing
Online communication
description Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image.
publishDate 2019
format article
status_str acceptedVersion
url http://hdl.handle.net/10230/41735
http://dx.doi.org/10.1016/j.tourman.2019.04.022
eu_rights_str_mv openAccess
publisher Elsevier
institution Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
collection Recercat. Dipósit de la Recerca de Catalunya
reponame_str Recercat. Dipósit de la Recerca de Catalunya
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
_version_ 1878436789306261504
publishDateSort 2019
author_browse Fernández Cavia, Josep, 1963-
Kavaratzis, Mihalis
Vinyals Mirabent, Sara
publisherStr Elsevier
score 6,924472

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