Oliveira, Eduardo (2013), “The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case”, Conference Proceedings of the International Tourism Week Conference Series V - New Trends in Tourism Management and Marketing, 15th and -16th of April, Akdeniz University, Antalya, Turkey [ISBN 978-605-4483-14-3].

1. International Tourism Week Conference
15-16 April 2013, Antalya-Turkey
“New Trends in Tourism Management and Marketing”
The Digital Challenge in Destination Branding:
Brief Approach to the Portuguese case
@eduoliveira98

2. Are you sure you want to listen this presentation?!
 Part I: Background of the discussion
 Part II: Theoretical background
Destination Branding
etourism
Communication strategies
 Part III: Empirical background
 In destination branding.
My argument
Approach to Portugal (case study)
 Part IV: Step forward
I will take
some time
With around
255 slides
Talking about
challenges
in the end you can
make questions

3. Part I: Background of the discussion: Is that so complicated?
Source: google images

4. Part I: Background of the discussion: Is that so complicated?
Getting there
Social networks
Blogging/
picture sharing
Source: http://www.theconversationprism.com/

5. Part I: Background of the discussion: Is that so complicated?
Social event
Live story
Quotation
Music
Achievement
Social/political
issue
A place visited
Source: google images

6. Part I: Background of the discussion: Is that so complicated?
Message/content
Source: google images
Destination
brand
Source: http://www.theconversationprism.com/

7. These days, everyone is trying to figure out how to connect with other people.
How do I, YOU, THE PLACES, THE DESTINATIONS connect with “others” today?
and more important, how do I, YOU, THE DESTINATIONS… will do it tomorrow?
1800
2020

8. Reading information - passive.
1900
2020

9. Getting the latest news - passive.
1960
2020

10. Tune in tomorrow - less passive.
1990
2020

11. Internet growing - mix passive-active.
1998
2020

12. Creating and generating content
2004
2020

13. Blogging and sharing - more active.
2007
2020

14. Social Networks – creator & generator.
2009
2020

15. Everything is social.
2020
challenges

16. Evolutionary spectrum of the challenge.

17. Part I: Content - word of mouth gets a megaphone
Nearly a third of the
travellers were at
least somewhat
influenced by
comments from
people in their online
social network when
making travel
purchase decisions.
More than two
thirds are at least
slightly influenced
by travellergenerated ratings

18. Part I: Rising of digital challenges in tourism
Tourism destinations are facing intriguing
challenges. One of those challenges is the demand to
provide quality information and online contents in an
era of information overload.
Open up the discussion about the role
of the institutions in charge (e.g.
DMO) of destination branding.
How to use the social media and all
media channels to communicate and
interact with travellers?
(O’Conner et al.2011)

19. Part I: Rising of digital challenges in tourism
Research among 2000 consumers conducted by Arkenford
24% of people in the UK use a mobile phone or “tablet”
device such as an iPad to book holidays (…)
14% used their mobile to book a foreign holiday online and
10% booked by using on a “tablet” device.
The PC or laptop remains the device of choice, used by 89%
of people who booked a holiday online.
Source: http://www.newmediatrendwatch.com/markets-by-country/18-uk/151-online-travel-market?
start=1

20. Part II: Theoretical background - tourism destinations
Destinations are geographical areas, such as a country,
a region, a city, or an island.
(Hall, 2000; Davidson & Maitland, 1997).
Tourism destinations are composed by a complex range of
social, economic, legal and technological policies that affect their
appeal, attractiveness, competitiveness and sustainability.
(Brent-Ritchie and Crouch, 2011).
A destination can be recognised as a perceptual
concept, which can be interpreted subjectively by
consumers, depending on their travel itinerary, cultural
background, purpose of visit, level of studies and past
experience (Buhalis, 2000)

21. Part II: Theoretical background - destination branding
The use of branding is by some considered to be the most
powerful tool available to develop tourism destinations.
(Morgan, Pritchard & Piggott, 2003).
Destination branding is thus a highly complex activity
that is complicated by the reality that a destination or
territory is not ‘created’ by marketers but is an existing
living reality that evolves and is based on communities,
people, histories, cultures and identities.
(Roig, Pritchard & Morgan, 2011).

22. Part II: Theoretical background - destination branding
Efficient destination branding depends upon a strong,
visionary leadership, a brand-oriented organisational
culture, departmental coordination and process alignment,
consistent communications across a wide range of
stakeholders and strong compatible partnerships.
(Hankinson, 2011).

23. Part II: Theoretical background - etourism
eTourism reflects the digitalisation of all processes and value
chains in the tourism, travel, hospitality and catering
industries.
It emerges as a term describing the entire range of
applications of Information Communication Technologies
(ICTs) on tourism and the implications for the tourism value
chain. (Buhalis, 2003).

24. Part II: Theoretical background - communication strategies
Relationships between place marketing / branding and ICT
strategies. Emerge with the need for coordination of frontend and back-office applications.
(Muñiz-Martíne & Cervantes-Blanco, 2009).
Successful destination branding strategies require
substantial integration and coordination of Internet/digital
marketing effort as well as the development of a favorable
organizational environment that supports innovation.
(Buhalis, 2000; Fesenmaier, 2007).

25. But Eduardo,
we want to
know
something
about
challenges
in practical
terms

26. Part III: Empirical background – Tunisia, example 1
Challenges?
Getting closer to the Argument
Digital?
Coherence / authenticity / strategy

27. Part III: Empirical background – Tunisia, example 1

28. Part III: Empirical background – Tunisia, example 1

29. Part III: Empirical background – Tunisia, example 1
Retirement tourism
City tourism
Medical tourism
Education tourism

30. Part III: Empirical background – Tunisia, example 1
Brasil
Brasil

31. Part III: Empirical background – Tunisia, example 1
Miami
Miami

32. Part III: Empirical background – Poland 2005/06, example 2
Challenges?
Polish Nurse
Takes time to change tourist perceptions
Polish Plumber

33. Part III: Empirical background – Poland 2013, example 2

34. Part III: Empirical background – Portugal, example 3
Europe
Source: Google Maps
Portugal
as a tourism destination
Portugal

35. Part III: Empirical background – Portugal, example 3
Discourse analysis
Increasing numbers of researchers in the field of tourism
studies are using discourse analysis as a means of critical
investigation when faced with qualitative or textual forms
of data, such as written documents, or visual materials.
(Hannam & Knox, 2005).
Content analysis
Has long been a particularly useful research tool as it is ideally
suited to quantify and classify the content of tourism
messages- Discovering the dominant message.
(Roig, Pritchard & Morgan, 2011)

36. Part III: Portugal as a tourism destination
From the strategy
To the reality

37. Strategic products
Contents communicated
Golf Health & Wellness Nautical
Sun & Beach Cultural
Gastronomy & Wine
City Break Meetings Nature

38. Part III: Portugal as a tourism destination
Coherence?
Content?

39. Part III: Portugal as a tourism destination
Confusing?
Interaction
Is this necessary?
Community engagement

40. Part III: Portugal as a tourism destination
Some findings
Strategic plan for tourism
Romance?
Adventure?
Products
Distinctive factors
by region

41. Part III: Portugal as a tourism destination
Some findings
Up to date
Own contents
Photo sharing
Enhance strategic
products
Events
Engagement
Interaction
Own contents

42. Part III: Portugal as a tourism destination
2nd methodological exercise
Content?

43. Part III: Portugal as a tourism destination
“Lisbon is a picturesque
water-facing city built
on seven hills”
“Lisbon’s steep streets
are serviced by yellow
cable cars .
“Lisbon’s surface and
there lives a thriving,
alternative arts scene”
Source:
http://www.bbc.com/travel/feature/201304
01-five-cities-where-you-can-live-large-for-alittle/2

44. Part IV

45. Back to the
basics
Community
development
efforts
Part of the whole
branding effort of
the place
How to do
destination
Branding?
How to use the
online
channels to
communicate?

46. Be clear
The core objective of
destination branding
strategy:
Production of a positive, focused
and consistent communication
strategy for a destination.
(Hall & Hubbard, 1998)

47. Fundanmental
Qualitative & diverse information
Trip planning tools
Attractive visual material
Photo sharing applications

48. Engage
Create a destination
branding strategy
Integrate social
media
Build an on-line community
Create user generated
content and spread
the word about your
destination – enhance
competitiveness

49. Thank you
Antalya
Eduardo Oliveira
e.h.da.silva.oliveira@rug.nl
Questions?