La presencia del City branding en los portales turísticos de ciudades españolas. Análisis gráfico y comparativo
DOI:
https://doi.org/10.24310/idiseo.20.2025.22349Keywords:
Destination branding, brand communication, web design, corporate visual identity, City brandingAbstract
The development of a tourism marketing strategy involves the creation of a brand that visually represents the values and objectives of the destination. In this context, the official website functions as an ambassador for the location, serving as one of the primary points of contact between tourists and the city. This study focuses on analyzing the presence and use of City branding on official websites, based on the examination of various dimensions found on the homepages of ten Spanish cities. The main objective is to evaluate the use of design elements and to determine the degree of graphic and communicative consistency between web design and brand identity. The results reveal that web design does not always align coherently with the brand identity, which can negatively impact the communication and perception of the destination. Based on these findings, the study identifies key inconsistencies and offers recommendations aimed at enhancing the communication of tourism branding in digital environments.
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