Challenges in linking destinations’ online reputation with competitiveness


  • Patricia P. Iglesias-Sánchez University of Malaga-Andalucía Tech
  • Marisol B. Correia University of Algarve - ESGHT
  • Carmen Jambrino-Maldonado


This study sought to examine how Web 2.0 conversations in social media platforms impact destinations’ reputation and how co-creation practices influence this process. The five most competitive destinations worldwide were included in the research. The results demonstrate that monitoring social media is a challenge in tourism but also a strategic tool to support decision-making processes and sustainable destination brand building. Various monitoring and analytic tools are currently available, but more models are needed to systematise and harness social media data for destination management organisations. The findings include tourists’ central role in destinations’ competitiveness through these visitors’ online posts about experiences and opinions, as well as key strategies for successful social media management based on this study’s results.

Author Biographies

  • Patricia P. Iglesias-Sánchez, University of Malaga-Andalucía Tech
    Doutor e Mestre em Estudos Alemães pela Universidade Nova de Lisboa, Licenciado em Línguas e Literaturas Modernas e Bacharel em Turismo Professor Adjunto, ESGHT / Universidade do Algarve Editor de Tourism & Management Studies Coordenador do "Master in European Tourism Management", o qual se encontra integrado numa rede de 7 universidades europeias.
  • Carmen Jambrino-Maldonado
    University of Málaga-Andalucía Tech


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Tourism/Hospitality: Research Papers

How to Cite

Iglesias-Sánchez, P. P., Correia, M. B., & Jambrino-Maldonado, C. (2019). Challenges in linking destinations’ online reputation with competitiveness. Tourism & Management Studies, 15(1), 35-43.

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