Innovation in Tourism Communication

In a context of increasing digitalization and personalization of tourism offerings, where the online channel is now considered a key axis for the sector's development, this research investigates six tourist destinations in Sardinia to study their digital communication methods relative to European benchmark standards. The objective is to evaluate the effectiveness of communication strategies through indicators applied to official websites and social media channels, including design, content, user interaction, immersive technologies, and sustainability. The research adopts an innovative approach grounded in a systemic vision of the tourism product as an integrated expression of the supply chain, where the destination represents a global aggregate of cultural goods and services. The findings reveal significant asymmetries: while some destinations demonstrate strong communication performance in storytelling and innovation, others exhibit weaknesses in content quality and the integrated management of communication and territorial promotion. The study proposes a replicable communication framework based on identity-driven storytelling, sustainability, and technological innovation as strategic levers to enhance the competitiveness of tourism destinations.

Michela Iesu is a Ph.D. candidate in Culture, Literature, Rights, Tourism, and Territory at the University of Sassari. Her research focuses on identifying innovative and sustainable development strategies for tourist destinations, particularly by examining their communication models. She has published scientific papers on Sustainability practices, Territorial development, Corporate Social Responsibility (CSR), Environmental, Social, and Governance (ESG) factors, and value creation.

Antonio Usai, Ph.D., is Associate Professor of Economics and Business Management at the University of Sassari. He directs research groups working on issues of innovation and strategic management, tourism management, and innovative and sustainable development strategies for tourist destinations. He is the author of numerous publications and the Founder and CEO of Tourism Plus, a University of Sassari spin-off.

Francesco Morandi, Ph.D., is Full Professor of Tourism and Transport Law at the University of Sassari, Attorney at Law and Legal Consultant. Author of several scientific publications, he is responsible for research Groups on different subjects of law and economics.