A Theoretical Reflection on the Importance of Branding to Promote Thermal Destinations

Abstract

Based on a Systematic Literature Review (SLR), the aim of this article is to present a conceptual approach to the importance of communication in thermal destinations. Through an in-depth analysis of scientific publications, characteristics of thermalism are identified that may be important for the creation of a brand strategy to promote thermal destinations.

An SLR was conducted, using the PRISMA Statement method, carried out in May 2021 using the Web of Science and Scopus databases. A total of 133 articles were found, of which only 31 were used for the qualitative analysis. EndNote20 and Nvivo software were used to identify the articles for the study, their analysis and systematisation of the collected information.

The results, among others, identified important characteristics of thermalism, presenting a framework of destination attributes in the international context of thermalism. By elaborating a conceptual model contributes to identifying operationalised strategies and guidelines impacting on publications for the strategic creation of a thermal destination brand. The main contribution of this study is to leverage the characteristics of thermalism to generate unique and differentiating brands that reflect the way customers perceive them, providing relevant findings for better understanding of the destination perspective in the international thermal tourism context for future research and the practices of a destination's tourism communication strategy. The analysis highlights the need to develop further knowledge in a sector with great potential for growth, the thermalism.