Sitios web y social media en la comunicación de los destinos turísticos de Costa de Marfil

Identifier:  TDX:2778

Handle: https://hdl.handle.net/20.500.11797/TDX2778

Authors:  Kouassi, Brice Clément

Abstract:
The purpose of this doctoral thesis is to investigate the online communication of tourist destinations in Ivory Coast. The study carried out both nationally and regionally, does not intend to investigate the communication strategy of the country's DMO, but to analyze how they use the web and social media platforms to communicate their tourist attractions and their brand. Through the application of the Web Quality Index and the Analysis template of brand communication through the social media, the quality of brand communication on official websites and Facebook and Twitter profiles is evaluated, both of Côte d'Ivoire Tourisme, the national DMO, as of Sodertour-Lacs, the regional DMO. The study concludes that the brands created by the DMO of Ivory Coast lack of emotional values, and do not represent the destinations but the DMO themselves. As a result, these brands appear as a communication tool with a limited power to communicate effectively the uniqueness of the destinations. The study also concludes that the DMO of Ivory Coast use their websites and their social media profiles mainly to inform, missing the opportunities for interactivity, dialogue and participation offered by these media. Finally, this thesis is a study of interest for its contribution to a better knowledge of the state of tourist communication and destination brand in Ivory Coast, as well as for its contribution in terms of a more effective use of online media by the destinations in this country.