Consumption Experience, Essential Factor in Destination Branding: A Semiotic Approach

Abstract

The theoretical framework of the article falls within the realm of consumer culture regarded as symbolic consumption, with focus on the experiential aspect of the consumer culture. The analytical framework of the article, on the other hand, falls within the realm of communication studies, i.e. semiotic perspective upon consumption, with focus on visual, symbolic consumption of objects. The research boundaries being delineated, the article presents the results of an in-depth analysis of signs of tourist experience as expressed in travel narratives. The aim is to suggest considering consumers’ experience of a place when building a destination brand. Destination branding consists of several phases and what the article brings forward is intended to be an element of the first phase, that is analysis and strategic recommendations for developing a destination brand.