Image and brand: keys to excellence in tourism
♦ CJCS dedicates a special issue to the research on touristic destination brands
Ten papers are included in the special issue that Catalan Journal of Communication & Cultural Studies (CJCS) dedicates to the theoretical and practical study of touristic brands.
Entitled ‘Tourism & Communication: Place Brands, Identities and New Trends’, the special issue comprises contributions of researchers from Argentina, Spain, United Kingdom, Hungary and China. In the introductory article, the guest editors – Nigel Morgan (The University of Wales Institute, Cardiff) and Assumpció Huertas (Universitat Rovira i Virgili) – introduce us to concepts like place brand or place reputation, indicating how this research field has been explored so far, often approached from very different perspectives, from cultural studies and anthropology to marketing.
As to Catalonia, Barcelona and Costa Brava are two of the ‘hot spots’ inquired. In her paper, Estela Mariné-Roig studies the image of the Catalan capital in relation to souvenir sells, linking this to cultural and identity issues. Researcher Katia Yago Cabeza (Universitat Autònoma de Barcelona) approaches the Costa Brava tourism from the perspective of idiomatic diversity and linguistic practices.
Further on, Manuela López and Maria Sicilia (Universidad de Murcia) deal with the impact of new technologies on the use of information by tourists, while Natàlia Lozano (Universitat Rovira i Virgili) and María Isabel Míguez (Universidad de Vigo) contribute with their analysis of websites of the autonomies and of Galicia, respectively. In their work, Marina Zanfardini, Lucía Tamagni, and Andrea Gatauscas (Universidad de Comahue) study the touristic brand of the Argentinean Patagonia.
Moreover, this special issue includes a qualitative study by Mariana Gómez Schettini and Claudia Alejandra Troncoso (Universidad de Buenos Aires) on how Argentinean authorities promote the touristic brand of Buenos Aires and link it to the concept of ‘Latin America’s cultural capital’. Bertalan Pusztai, from Universiy of Szeged, investigates how a fish soup festival has turned into a touristic phenomenon in Baja, Hungary. The present volume includes an analysis by Chinese researchers Binqi Feng, Bing Dong, Taolong Xu and Ruofei Feng on communicating the image of touristic places and the role of media and PR in defining a brand.
This is the second special issue published by Catalan Journal of Communication & Cultural Studies. We will let you know when it will be also available online.