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The Effect of Asymmetrical Image Projections on Online Destination Branding

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Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

Destinations are the heart and soul of tourism products. This is why and richness of the destinations. The creation of destination brand images is no longer limited to content shared by DMOs and often depends on the information and contents generated by traders, travelers, and residents. tourism and hospitality firms and DMOs invest heavily in communicating the destination attributes through appealing brand images, reflecting the uniqueness Discovering the alignment between DMO’ brand communication and tourists’ perceptions shared in digital and social media is an ongoing task for brand managers. To understand the communication alignment, three different archipelagos were chosen due to their tourism maturity levels: Azores, Madeira, and Canary Islands. The official website of each archipelago’s DMO and the visitors’ contributions on Facebook were analyzed. The results show different levels of content creation between DMOs and visitors and unveil that videos were more engaging, especially those created by visitors.

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Acknowledgment

We gratefully acknowledge the financial support from “Fundação para a Ciência e Tecnologia” (FCT - Portugal), national funding through research grant (UID/SOC/04521/2019) of the Advance/CSG, ISEG and from the project ACORES-01-0145-FEDER-000017 from AÇORES 2020, through FEDER – European Union.

Author information

Authors and Affiliations

  1. University of the Azores, Azores, Portugal

    Flavio Tiago & Teresa Borges-Tiago

  2. University of Peloponnese, Tripoli, Greece

    Sotirios Varelas

  3. University of West Attica, Attica, Greece

    Androniki Kavoura

Authors
  1. Flavio Tiago
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  2. Teresa Borges-Tiago
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  3. Sotirios Varelas
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  4. Androniki Kavoura
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Corresponding author

Correspondence to Teresa Borges-Tiago .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Apostolos Giovanis

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Tiago, F., Borges-Tiago, T., Varelas, S., Kavoura, A. (2019). The Effect of Asymmetrical Image Projections on Online Destination Branding. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_33

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