Tourism advertising and destination image building through cultural heritage in Croatia: A comparative study of Dubrovnik and split

Küçük Resim Yok

Tarih

2022

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

IGI Global

Erişim Hakkı

info:eu-repo/semantics/closedAccess

Özet

Through this research, an attempt is made to understand how Croatian coastal cities Dubrovnik and Split, with rich historical and cultural heritage, promote, market, and advertise this heritage through the official websites of local tourism organizations. In this context, after examining the general discourses on the homepage of the official websites of these cities, the discourses they adopt to promote their historical and cultural wealth in order to create a destination image are analyzed using content analysis. To do this, key concepts are discovered, and themes are determined, under which these concepts are collected inductively. The coding process is performed based on the concepts extracted from the data. Then, the two destinations, the official sites, and the sites to which they link are analyzed on the basis of the themes and concepts, discussing their weaknesses and strengths, identifying gaps, and making improvement proposals. © 2022, IGI Global.

Açıklama

Anahtar Kelimeler

Kaynak

Handbook of Research on Global Perspectives on International Advertising

WoS Q Değeri

Scopus Q Değeri

N/A

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Sayı

Künye