• Jean-Claude Morand International Federation for IT in Tourism & Travel,
  • Lucília Cardoso Centre for Tourism Research, Development and Innovation (CITUR), Portugal
  • Alexandra Matos Pereira ISLA-Instituto Politécnico de Gestão e Tecnologia, Vila Nova de Gaia, Portugal
  • Noelia Araújo-Vila Business and Tourism Faculty, Ourense, University of Vigo, Spain
  • Giovana Goretti Feijó de Almeida Centre for Tourism Research, Development and Innovation (CITUR), Portugal,


Destination brand image, Tourism ambassadors, Destination imagery, Brand awareness, Ambassadeurs Savoie Mont Blanc

Supporting Agencies

This research is financed by national funds through FCT - Foundation for Science and Technology, I.P., within the scope of the UIDB / 04470/2020 project.


The image of destinations is a key factor when it comes to positioning and attracting the attention and interest of potential tourists. That being, the subject matter is relevant to experts and academics as well as destination managers looking for new alternatives to generate greater impact and influence. Today, the use of information and communication technologies (ICT) is widespread in all areas of life, being also useful and fully adopted in tourism image projections, mainly through social networks. Accordingly, this article focuses on the figure of the tourism ambassador as a diffuser or enhancer of the image of a tourism destination, particularly through the use of an appropriate web platform created by the French tourism destination authority—the Ambassadeurs Savoie Mont Blanc. To understand the repercussions of this initiative, a content analysis of its official Facebook page is made, studying variables such as fans, content and engagement.


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Author Biography

Giovana Goretti Feijó de Almeida, Centre for Tourism Research, Development and Innovation (CITUR), Portugal,
Post-doctorate in Strategic Urban / Digital City Management from the Pontifical Catholic University of Paraná (Brazil). PhD and Master in Regional Development from the University of Santa Cruz do Sul (Brazil). Researcher at the Center for Research, Development and Innovation in Tourism (CiTUR, Portugal - Polytechnic of Leiria). E-mail:


How to Cite
Morand, J.-C., Cardoso, L., Pereira, A. M., Araújo-Vila, N., & Almeida, G. G. F. de. (2021). TOURISM AMBASSADORS AS SPECIAL DESTINATION IMAGE INDUCERS. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 11(1), 194-230.