Delving Into Digital Destination Branding: The Case Study of Sicily and Le Soste di Ulisse

Abstract

Moving beyond traditional DMO-managed destination branding, this research combines Corpus-Assisted Discourse Studies and Web Analytics to examine Sicily’s destination branding online. The investigation focuses specifically on the website of Le Soste di Ulisse, an association of companies connected to the island’s hospitality industry that targets niche tourism. Findings reveal a sophisticated and authentic destination brand, emphasizing luxury, tradition, and culinary excellence. The analysis of tourism discourse unveils three micro-discourses—corporate, food, and authenticity—in the narrative utilized on the website to convey the induced/projected destination image. Furthermore, the analysis of online metrics shows that brand engagement significantly mediates the relationship between brand awareness and brand equity, highlighting the importance of interactive and engaging content in increasing brand value. This mediation is crucial to foster a positive destination image. Overall, the study suggests that a multifaceted marketing approach, integrating engaging content and authentic narratives, can significantly enhance destination brand equity and image. Destination managers and active organizations are advised to improve visibility and reinforce positive brand associations to boost consumer loyalty and brand performance. Targeted marketing, emphasizing the island’s unique culinary and cultural experiences through authentic, experience-based narratives, and multimodal communication, is proposed as a key strategy to enhance brand visibility and engagement.