The Role of Internet and SEO in Branding Destinations: Case of Albania as a New Destination in Balkans

Abstract

The Development of Information and Communication Technologies (ICTs) An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e

The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image

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“…Furthermore, the present study identified ecotourism in three dimensions: conservation, community development, and education, according to the definition of ecotourism in this study. The previous study has used scales to assess ecotourism behaviour; measurement indicators are adopted [35][36][37][38] because the researchers measured the ecotourism behaviour using these items. Since its emergence, tourism scholars have used the TPB to predict ecotourism behaviour under different scenarios with varying degrees of success [46].…”

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