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Bridges: a tourist attraction and iconic element at urban cities’ tourism promotion websites

Lázaro Florido-Benítez (Department of Economics and Business Administration, University of Málaga, Málaga, Spain)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 28 August 2023

Issue publication date: 7 November 2023

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Abstract

Purpose

The nuclear purpose of this research paper is to analyse representative bridges around the world as a tourist attraction and iconic element through destination marketing organisations’ (DMOs’) tourism official websites where these are localised and three online travel agencies’ (OTAs’) websites.

Design/methodology/approach

This research used a mixed method. The author carried out Google research (13 March 2023) that included the following search word string “iconic bridges around the world” and “the most famous bridges worldwide” to select the most relevant bridges around the globe. Moreover, this research used a content analysis to examine how Expedia, Booking and Orbitz OTAs promote the bridges through their websites in terms of a tourist attraction, iconic element, tourist package, images and information.

Findings

Findings suggest that the most representative bridges analysed in this study are promoted as iconic element and tourist attraction through DMOs’ websites. Nevertheless, Booking, Expedia and Orbitz OTAs promote and sell products and services related to bridges selected, except in the case of the Millau Viaduct in France, the Si-O-Se-Pol bridge in Iran, the Danyang Kunshan Grand bridge in China and the Royal Gorge in the USA. Furthermore, results support that OTAs need to enhance the quality and variety of products and services that are linked to iconic bridges sightseeing tours because at the moment, there is a great uniformity in the promotion of products and services provided.

Originality/value

This paper contributes to broader debates in the importance of bridges as a tourist attraction and iconic element to attract tourists through tourism promotion websites.

Keywords

Acknowledgements

The author would like to thank anonymous reviewers and editors for providing value suggestions and comments.

Conflicts of Interest: Author declares no conflict of interest.

Citation

Florido-Benítez, L. (2023), "Bridges: a tourist attraction and iconic element at urban cities’ tourism promotion websites", International Journal of Tourism Cities, Vol. 9 No. 3, pp. 771-787. https://doi.org/10.1108/IJTC-06-2023-0119

Publisher

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Emerald Publishing Limited

Copyright © 2023, International Tourism Studies Association

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