The Role of Official Websites in Destination Branding: A Systematic Literature Review

Abstract

In this study, it is aimed to examine the role of official destination websites in destination branding processes. In the research, a systematic literature review has been applied. There were 58 related studies in total, and after inclusion and exclusion process finally a total of 36 studies were included in the systematic literature review. The main research themes of the studies reviewed in the research are; destination brand image, website features, interaction and finally destination brand personality. Official destination websites are important in providing the information that potential tourists need from a reliable source. As a result, while these websites provide useful and reliable information for travelers, their interaction features are not at a satisfactory level. Therefore, it is suggested that these websites should also have interaction opportunities for users such as sharing experiences and communicating among each other and with destination representatives.