RT Journal Article
T1 Innovation and Competitiveness in the Territorial Brand of the Algarve: A Comparative Analysis of Its Social Media Communication and Web Content
A1 Cristofol, Francisco Javier
A1 Berraquero-Rodríguez, Diego
A1 Zamarreño-Aramendia, Gorka
A1 Alves, Paulo Falcão
K1 Turismo - Algarve
K1 Redes sociales en internet
K1 Marketing en Internet
K1 Competencia económica
AB In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixedmethods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational imagebased on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness.
PB MDPI
YR 2025
FD 2025-05-17
LK https://hdl.handle.net/10630/38679
UL https://hdl.handle.net/10630/38679
LA eng
NO Cristòfol, F. J., Berraquero-Rodríguez, D., Zamarreño-Aramendia, G., & Alves, P. F. (2025). Innovation and Competitiveness in the Territorial Brand of the Algarve: A Comparative Analysis of Its Social Media Communication andWeb Content. Tourism and Hospitality, 6(2), 88. https://doi.org/10.3390/ tourhosp6020088
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026