An inquiry on the potential of computational literary techniques towards successful destination branding and literary tourism

Demir, Filiz Otay; Görkem, Şenay Yavuz; Rafferty, Greg

doi:10.1080/13683500.2021.1887100

Cited by 9 publications

(4 citation statements)

References 15 publications

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“…The global competition attracting potential tourists has intensified, necessitating marketing agencies to revamp their branding and rebranding campaigns (Güzel et al , 2021; Kostopoulou et al , 2021; Otay Demir et al , 2022). Notably, social media usage amid these campaigns provided additional coverage and publicity to targeted destinations (Wang and Feng, 2021), exponentially elevating expectations of potential tourists.…”

Section: Resultsmentioning

confidence: 99%

“…Nonetheless, previous literature on influencer marketing identifies multiple challenges. For instance, using computational literature techniques in destination marketing is considered demanding (Otay Demir et al , 2022). Such amalgamation of advanced tech-oriented fields with traditional literary archives would help potential visitors comprehend the historical significance of destinations.…”

Section: Literature Reviewmentioning

confidence: 99%

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Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

Nazir

2023

QMR

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Purpose The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities. Design/methodology/approach Qualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes. Findings The findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase. Research limitations/implications Given the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media. Practical implications For policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding. Originality/value Despite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.

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Section: Resultsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

Nazir

2023

QMR

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“…In this perspective, thematic networks should be considered as a tool for analysis, not the results of the analysis itself [59]. These networks, however, help to gain a deeper understanding of the textual meaning, to describe the themes' content and to identify their patterns [60]. After creating theme networks, the researcher should refer to the original text again and interpret it with the help of these networks [32].…”

Section: Methodsmentioning

confidence: 99%

Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran

Asadi

Bayat²,

Shahraki

et al. 2022

Sustainability

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Interdisciplinary narrative studies are of great importance in several disciplines, especially in the humanities and social sciences. Cultural tourism and its sub-disciplines, including the complex issue of ‘literary tourism’, is an interdisciplinary field of investigation, positioned in between geography and urban–rural studies. In Iran, this form of tourism has been neglected so far—with no distinction between urban and rural areas—despite a particularly rich literary heritage. The present study recognizes the challenge of literary tourism in Iran, delineating some possible actions to develop it as a future engine of economic growth, especially in rural districts. As a contribution to a refined comprehension of literary tourism development paths, a content analysis was run collecting views and textual data on literary tourism in Iran. The empirical results of this study indicate that the mentioned challenges can be classified into several main dimensions and a broader set of sub-themes. The possible actions responding to such challenges can be classified into more dimensions and a vast number of sub-themes. Actions reducing territorial disparities and fueling entrepreneurship in local communities are appropriate to stimulate the emergence (and, possibly, consolidation) of literary tourism districts in Iran, giving an original contribution to sustainable development especially—but not exclusively—in rural settlements.

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“…Popular culture tourism experiences are multifaceted, as reality and fiction blend into a hybrid experience which may increase satisfaction and enhance the experience (Carl et al, 2007), for instance, emotions and bonding with a tour guide (Buchmann, 2010). Sentiments and emotions are created and may reveal important assets for destinations relevant for branding strategies (Otay Demir et al, 2022). Importantly, the design and management of popular culture experiences is at times more controlled by the visitor as opposed to a provider.…”

Section: Creative Genres Supply and Demandmentioning

confidence: 99%

Popular Culture Tourism: Conceptual Foundations and State of Play

Lexhagen

Ziakas

Lundberg

2022

Journal of Travel Research

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Popular culture tourism encompasses a range of expressive practices that attract fans traveling to destinations associated with their fandom pursuit. However, scholarship on this multifaceted phenomenon is today over-fragmented and obscured by separate disciplinary agendas and priorities. We argue that the scope and breadth of popular culture tourism calls for its interdisciplinary treatment as a distinct field. Through a scoping literature review, this paper identifies the foundational elements of its conceptual and ontological roots, extracting key insights and discursive themes that can help establish a comprehensive perspective on the study and management of popular culture tourism. Our inquiry builds common ground that can shed light on the complexity of popular culture expressions and enable their strategic role as a destination placemaking tool. Thematic areas of convergence resulting in the emergent configuration of the field are delineated, and primary research questions for the comprehensive study of popular culture tourism are outlined.

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An inquiry on the potential of computational literary techniques towards successful destination branding and literary tourism

Cited by 9 publications

References 15 publications

Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

Challenges toward Sustainability? Experiences and Approaches to Literary Tourism from Iran

Popular Culture Tourism: Conceptual Foundations and State of Play

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