Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 5 No 3 (2022): Journal of Tourism and Heritage Research; 120-140
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Resumo: This research was carried out to examine the role of digital branding in the tourism sector, and especially the brand identity on the Internet. To this end, the main contributions in the literature related to the study of the digital economy and its application in the tourism sector were analyzed, identifying which variables determine the implementation of digital branding strategies, and especially in terms of brand identity in the airline industry. Once a suitable model was established, a qualitative study was realized using a digital content analysis for a Spanish air operator, Vueling Airlines. The results obtained demonstrate the applicability of digital branding strategies, and specifically brand identity, to tourism business model based on the Internet, considering the determinant variables: (1) logo, (2) naming, (3) slogan, 4) claim, (5) color code and (6) typographic code. It is considered that this study can help managers and investors to face the specific challenges of digital brand identity in the airline industry.
