All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations

37 Pages Posted: 10 May 2021

See all articles by Dario Bertocchi

Dario Bertocchi

Ca Foscari University of Venice, Department of Economics, Students

Lisa Zecchin

Ca' Foscari University of Venice

Angelica Guzzon

Ca Foscari University of Venice, Department of Economics, Students

Nicola Camatti

Ca' Foscari University of Venice - Department of Economics; Ca' Foscari University of Venice - Department of Economics

Jan van der Borg

Ca Foscari University of Venice

Date Written: May 3, 2021

Abstract

The purpose of this paper is to propose a methodological framework for the evaluation/assessment of the web image and reputation of a destination as a self-analysis process leading towards the building of a competitive destination brand. This process is even more important for tourism destinations/products, such as the Italian coastal destinations labelled G20S, whose purpose is to improve their competitiveness in the tourist market through a renovated image. The study presents an image of the Italian coastal destinations through destinations ranking indexes and highlighting their attributes; this can be a useful instrument for all destination managers and decision makers to monitor their destination’s online reputation and support the brand-building/brand management process. Moreover, the web reputation and the web image analysis of a destination allows to develop an effective co-creation process and adopt marketing actions in line with new trends from the demand side.

Keywords: Online reputation, Seaside Destination, Brand Image, Tourism Competitiveness, Co-creation

JEL Classification: R58, Z3, P25, R11

Suggested Citation

Bertocchi, Dario and Zecchin, Lisa and Guzzon, Angelica and Camatti, Nicola and van der Borg, Jan, All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations (May 3, 2021). Available at SSRN: https://ssrn.com/abstract=3841946 or http://dx.doi.org/10.2139/ssrn.3841946

Dario Bertocchi (Contact Author)

Ca Foscari University of Venice, Department of Economics, Students ( email )

Venice
Italy

Lisa Zecchin

Ca' Foscari University of Venice ( email )

Angelica Guzzon

Ca Foscari University of Venice, Department of Economics, Students ( email )

Venice
Italy

HOME PAGE: http://www.unive.it/persone/angelica.guzzon

Nicola Camatti

Ca' Foscari University of Venice - Department of Economics ( email )

Dorsoduro 3246
Venice, Veneto 30123
Italy

Ca' Foscari University of Venice - Department of Economics ( email )

Cannaregio 873 CAP 30121 Venezia
Dipartimento di Economia
VENEZIA, 30121
Italy

Jan Van der Borg

Ca Foscari University of Venice ( email )

Dorsoduro 3246
Venice, Veneto 30123
Italy

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