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EMAC 2022 Annual

The appearance of digital dynamic visual identities in the marketing of tourist destinations

Published: May 24, 2022


Balázs Fekete, PhD Student, Corvinus University of Budapest, Marketing Institute; Kitti Boros, Assistant Lecturer, PhD Student, Corvinus University of Budapest, Marketing Institute


Visual communication for business purposes is an important and constantly changing field in marketing, its relevance is now indisputable in both economic application and science. Our research in Designcommunication (DIS.CO) addresses a special group of dynamic visual identities (DVIs) used in tourism: the growing phenomenon of digital DVIs. Our qualitative analysis examines cases of destination DVI where some form of digital operation appears: it takes shape in visual brand identities created in a generative, interactive, or data-driven manner. In this study, we explore the characteristics, benefits, and challenges of tourist destinations with a dynamic visual identity. Our goal is to highlight the importance and potential of using digital DVIs in tourism, as their use can greatly support brand owners in gaining the trust of tourists and increasing brand value. We analyzed 46 visual case studies from the past 20 years to gather insights on how innovative digital processes can improve the destinations’ communications.