Destination Branding and Luxury Experiences in the Digital Age

Abstract

In an era where the digital image of a destination can be as influential as actual experiences, this chapter will evaluate how Spain and Portugal use digital platforms to cultivate and promote their identities as luxury destinations. Through a methodology that combines quantitative and qualitative analysis, the effectiveness of the digital marketing techniques employed will be examined, including content management on social media, user interaction, and the adaptation of marketing strategies to changes in consumer preferences and behaviours. Additionally, our research leverages user-generated content, specifically comments extracted from TripAdvisor, to gauge perceptions of luxury hotels in both countries. By analyzing these comments, we gain insights into customer satisfaction, expectations, and the overall reputation of the hotels. This comprehensive approach allows us to assess the strategies deployed by these destinations and their real-world impact on the luxury tourism market.