THE ROLE OF MOBILE APPS IN DESTINATION MARKETING AND BRANDING

Abstract

Since the turn of the millennium, mobile applications have played an increasingly mportant role in destination marketing and branding. Official destination apps are specific media channels designed to communicate the unique characteristics of a destination and influence visitors’ perceptions of the place. To date, no prior research has been carried out to analyse the use of destination mobile apps in Romania. The current paper tries to fill in this gap in the literature and provide an analysis of destination mobile apps of Romanian counties using a revised framework based on literature review and earlier studies.