6533b829fe1ef96bd128a589

RESEARCH PRODUCT

Exploring Post-COVID-19 Branding Strategies of African Destinations

Dandison UkpabiBenjamin QuarshieKarjaluoto Heikki

subject

social mediaTwitterdestination brandingbrändäyssosiaalinen mediamatkailualamarkkinointiviestintäculturebränditmatkailumarkkinointimarketingtourismmatkailukohteetdestination brand identity

description

AbstractThe lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advantages. We provide insights and implications.

yearjournalcountryeditionlanguage
2023-01-01
http://urn.fi/URN:NBN:fi:jyu-202301261492