Cultural Destinations' Online Communication and Promotion

Destinations websites and particularly cultural destinations¿ websites have their own communication strategies: they act as hubs with respect to destinations¿ stakeholders (e.g. cultural attractions but also accommodations, associations, etc). The objective of this research is to study the peculiarity of this specific online communication domain. Results show that there are differences between cultural destinations¿ and leisure destinations¿ online communication, and that online information competitors (mostly unofficial websites) are spreading on the internet the same contents as destinations¿ websites, but they are marketing the destination in an emotional way.