All Beaches Should Have One. Online Reputation Analysis on G20S Network of Italian Seaside Destinations

The purpose of this paper is to propose a methodological framework for the evaluation/assessment of the web image and reputation of a destination as a self-analysis process leading towards the building of a competitive destination brand. This process is even more important for tourism destinations/products, such as the Italian coastal destinations labelled G20S, whose purpose is to improve their competitiveness in the tourist market through a renovated image. The study presents an image of the Italian coastal destinations through destinations ranking indexes and highlighting their attributes; this can be a useful instrument for all destination managers and decision makers to monitor their destination’s online reputation and support the brand-building/brand management process. Moreover, the web reputation and the web image analysis of a destination allows to develop an effective co-creation process and adopt marketing actions in line with new trends from the demand side.