Content, context and co-creation

What is it about?

By taking Portugal as a case study, this exploratory research is aimed to show how content analysis can be used to identify and understand the way tourists and travellers perceive the country as a tourist destination. The application of this methodology on online material could contribute to a refined destination branding initiative for Portugal by integrating user-generated and travel experts content into the strategy. It applies textual content analysis by using qualitative data analysis software (i.e. ATLAS.ti 7.0), within an interpretative paradigm, on tourism-oriented online publications in which the tourism potential of Portugal has been discussed.

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Why is it important?

The findings highlight the tourist/traveller as an opinion maker with access to a plethora of information communication technologies to act as co-creators of brands. Therefore, it is wise to engage them and strategically integrate the content they generate into the whole destination branding effort.