The COVID-19 outbreak has brought several sectors closer to collapse. One of the main sectors to suffer has been the tourism industry, which had to reposition its offer by launching virtual destinations as new tourism experiences through the use of platformed technologies, such as video conferencing platforms, to remain competitive. In this chapter, we explore and critically reflect on how digital visual content strategies can evolve in order to launch and promote new techno-enabled tourist experiences. We do that by conducting a case study in the context of gastronomy tourism. Specifically, we illustrate how Cozymeal – the leading gastro-tourism supplier in United States and Canada – has transformed its digital and social content strategies to promote a new e-gastro tourism format: Zoom cooking class. With the support of our case study, we finally suggest some managerial advice for tourism and gastro-tourism suppliers to be applied in digital branding practices of e-Tourism experiences.
Beccanulli, A. A., Biraghi, S., Gambetti, R. C., e-Tourism and gastronomic culture.How brands are making consumers' mouth water in digital experience, in Cuomo, M. T., Foroudi, P. (ed.), Digital Transformation and Corporate Branding: Opportunities and Pitfalls for Identity and Reputation Management (1st ed.), Routledge Taylor & Francis Group, London 2023: 2023 55- 78. 10.4324/9781003263784-8 [https://hdl.handle.net/10807/252496]
e-Tourism and gastronomic culture. How brands are making consumers' mouth water in digital experience
Beccanulli, Angela Antonia
;Biraghi, Silvia;Gambetti, Rossella Chiara
2023
Abstract
The COVID-19 outbreak has brought several sectors closer to collapse. One of the main sectors to suffer has been the tourism industry, which had to reposition its offer by launching virtual destinations as new tourism experiences through the use of platformed technologies, such as video conferencing platforms, to remain competitive. In this chapter, we explore and critically reflect on how digital visual content strategies can evolve in order to launch and promote new techno-enabled tourist experiences. We do that by conducting a case study in the context of gastronomy tourism. Specifically, we illustrate how Cozymeal – the leading gastro-tourism supplier in United States and Canada – has transformed its digital and social content strategies to promote a new e-gastro tourism format: Zoom cooking class. With the support of our case study, we finally suggest some managerial advice for tourism and gastro-tourism suppliers to be applied in digital branding practices of e-Tourism experiences.
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