2026-06-05T20:11:44Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/386792026-02-03T11:01:53Zcom_10630_2254col_10630_37953
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Cristofol, Francisco Javier
author
Berraquero-Rodríguez, Diego
author
Zamarreño-Aramendia, Gorka
author
Alves, Paulo Falcão
2025-05-20T07:22:05Z
2025-05-20T07:22:05Z
2025-05-17
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
https://hdl.handle.net/10630/38679
10.3390/ tourhosp6020088
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 image
based 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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Turismo - Algarve
Redes sociales en internet
Marketing en Internet
Competencia económica
Innovation and Competitiveness in the Territorial Brand of the Algarve: A Comparative Analysis of Its Social Media Communication and Web Content
journal article
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URL
https://riuma.uma.es/bitstreams/d2149b62-c555-493e-819f-b7a905796704/download
File
MD5
b34ef56af8b063d0bef0cb11b97e530b
2769895
application/pdf
tourismhosp-06-00088.pdf