This research helps to understand how European cities use their most attractive features to compete in the market segment of urban destinations and to stand out from other competing cities. The results of this study point to the clear need to promote the city’s tourist products and packages, its cultural attractions and its gastronomy in the online competition as European urban destination.The final sample includes twelve official websites operated by official tourism organizations from the following cities: London, Paris, Istanbul, Barcelona, Amsterdam, Milan, Rome, Vienna, Prague, Munich, Madrid and Frankfurt. 

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Reference work:

Sara Vinyals-Mirabent (2019), “European urban destinations’ attractors at the frontier between competitiveness and a unique destination image. A benchmark study of communication practices”, Journal of Destination Marketing & Management 12 (2019) 37–45. https://doi.org/10.1016/j.jdmm.2019.02.006 published in advance online edition.