Digital branding strategies for marginalized tourism destinations

Abstract

This study explores whether digital branding can reduce socio-economic disparities in marginalized tourism destinations. Using a mixed-methods comparative case study of Ostrava, Košice, and Glasgow, it analyses strategic tourism documents and digital infrastructure via BDC and RivalIQ tools. Findings identify three mechanisms: visibility alone is ineffective without strategic links to community benefits; stakeholder co-creation works moderately when structured but lacks platforms for resident-visitor interaction; ecosystem alignment – combining resident-focused planning, measurement systems, and workforce programs – is essential. Identical digital tools yield different outcomes depending on governance models and strategic intent. The study concludes that digital branding supports equity only when strategies prioritize community benefits, enable authentic local storytelling, and include comprehensive impact tracking. It extends destination branding theory by challenging the visitor-centric paradigm, arguing that residents must be the primary beneficiaries. The research contributes to tourism policy by highlighting the need for inclusive digital strategies that integrate local voices, measure benefit distribution, and foster long-term socio-economic resilience in post-industrial destinations.