Geotourism Destinations Online Branding Co-Creation

The application of brand theory to destinations has grown in the last few decades, with destination personality being a viable metaphor for creating and positioning brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be passive element any form or active nature tourism. However, its potential relatively unexplored terms online branding. For this reason, present study analyzes image co-creation, using 300 websites related three unique destinations—Iceland, Azores, Canary Islands. Three different types sources (destination marketing organizations, commercial, editorial websites) created these contents. results demonstrate significant differences between communication destinations, Iceland, where there less aligned communication, most valuing geo elements their all stakeholders communicate similar traits, displaying regarding personality. In Islands geotourism explored as offer consequently communicated. Acknowledging parity differentiation points among same baseline offer—volcanic tourism—can helpful managers reignite promote experience.