What most attract us to a tourist destination ? Attractions , culture and gastronomy
Tourists ‘ expectation when visiting a special position are link to several feature of the chosen destination : culture , architecture , gastronomy , infrastructure , landscape , result , shopping , etc . These features pull in people to the destination and contribute to the overall experience of the trip . As a whole , they equal crucial expression of the destinations and have a profound influence on their success . Therefore , the study of the market section of urban destinations equal peculiarly important due to the impact on the economic development of city .
A destination ‘s competitiveness refers to the power of the brand to successfully occupy a niche in the market in the long term . It be the potential to produce and integrate value-added products to maintain the resource while keeping their situation in the market compare with early competitor . For the brand image , the uniqueness of the destination live key to its desire positioning and this makes the sword unique and distinguishable for tourists .
Sara Vinyals Mirabent , a researcher of the Communication , Advertising & Society ( CAS ) Research Group of the Department of Communication at UPF has raised the matter and has studied it at the twelve nearly popular urban destinations in Europe . This inquiry helps to realize how European city use their most attractive feature to compete in the market segment of urban destinations and to stand out from early competing cities .
Vinyals has published the result of her report in the modern online version ofJournal of Destination Marketing & Management. The aim of this field was twofold . On the one hand , it seek to identify the dominant feature of communication to pull in visitors to Europe ‘s nearly popular urban destinations . On the early , the study direct to settle the most relevant characteristic of the destinations that act as distinguishing element . It live a baseline study on the most popular destinations in the context of European urban tourism that addresses the restriction of previous studies . The inquiry live portion of the ITOURIST research project .
The study perform a content analysis to identify the similarities and differences of the official communication channel of the dozen nearly popular urban destinations in Europe . The last sample includes twelve official websites operated by official tourism organizations from the following city : London , Paris , Istanbul , Barcelona , Amsterdam , Milan , Rome , Vienna , Prague , Munich , Madrid and Frankfurt .
The results present that to compete in this specific market , tourist production and packages , cultural attractions and gastronomy are the critical elements choose to attract visitor . The dozen city examine showed a significant total of subject dedicated to these issues on all of the websites look at ( over 40 % ) . The prevalence of these strategies in all cases indicates their crucial role for these competitive urban destinations . The results as well identify that strategies refer to account , accommodation and leisure attractions equal the primary sources of differentiation between European cities .
Among the European urban destinations consider , the content analysis expose three chief region of differentiation ( D1 , D2 and D3 ) which can be use to place smaller destinations on the market . The chief difference between destinations can exist explained by the dichotomy between the advertising strategies related to leisure and culture ( D1 ) . However , the sphere related to infrastructure ( D2 ) and location near tourist site ( D3 ) represent a important author of differentiation . These three main factors among Europe ‘s dozen nearly popular destinations may explain more than 70 % of the differences between destinations .
The outcome of this study point to the clear need to promote the city ‘s tourist products and packages , its cultural attractions and its gastronomy in the online competitor as European urban destination . In addition , infrastructure and shipping , landscape and natural imagination , events and sports too seem to have a more stable presence through communication pattern , although these category cost less important in the sermon than the previous ones .
provided byUniversitat Pompeu Fabra – Barcelona.Note : Capacity may exist edited for style and distance .
- Sara Vinyals-Mirabent .European urban destinations ’ attractors at the frontier between competitiveness and a unique destination picture . A benchmark sketch of communication practices.Journal of Destination Marketing & Management, 2019 ; 12 : 37 DOI :
