Destination Europe’s Digital Appeal: Measuring and Benchmarking Touristic Brand Appeal

  • Publication year 2015
  • Online date Nov 2015
  • Language English

Summary

The majority of leisure travellers begin searching online before they decide how or where to travel. Derived from the footprints they leave behind online, the report measures and benchmarks the touristic brand appeal of European destinations in the digital sphere against global competition. The report gives a comprehensive overview of search volumes for all the individual destinations of ‘Destination Europe’ and classifies online behaviour into specific activity segments, or brand tags that can be benchmarked.

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