RT Journal Article
T1 Building and communicating territorial brand values: The case of Destination British Columbia
A1 Cristofol, Francisco Javier
A1 Zamarreño-Aramendia, Gorka
A1 Cruz-Ruiz, Elena de los Reyes
A1 San Egenio-Vela, Jordi de
K1 Turismo - Marketing
AB In today’s interconnected world, efectively communicating territorial values is paramount for regions seeking to distinguish themselves globally. Efective destination branding requires carefully synthesizing cultural, historical, natural, and socioeconomic elements to create an enticing identity for tourists, investors, and locals. How a region communicates its unique attributes is crucial in shaping its perception and attractiveness in a highly competitive global market. British Columbia is a prime example of successful destination branding, thanks to its remarkable cultural diversity and breathtaking natural landscapes. BC has efectively conveyed its values and appeal to a worldwide audience through various innovative strategies and platforms. This paper explores BC’s communication eforts through its website and social media, analyzing how it conveys its essence to a diverse audience and positions itself on the world stage. Ultimately, BC’s success in this domain highlights the critical role of efective territorial value communication in today’s globalized world.
YR 2024
FD 2024-07-12
LK https://hdl.handle.net/10630/32174
UL https://hdl.handle.net/10630/32174
LA eng
NO F. J. Cristòfol, F.J.C., Zamarreño-Aramendia, G., Cruz-Ruiz, E. et al. Building and communicating territorial brand values: The case of Destination British Columbia. GeoJournal 89, 150 (2024). https://doi.org/10.1007/s10708-024-11166-8
NO Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026