Optimization of the Website for Smart Tourism Destination: A Case Study of Bogota

Purpose: This study aims to analyze key factors influencing Smart Tourism Destinations’ website positioning. It provides a framework for destinations seeking to become STDs, optimizing digital presence, enhancing tourist experience, and strengthening competitiveness through usability, accessibility, interactivity, and credibility strategies. Design/methodology/approach: The study will employ innovative netnographic methods, focusing on qualitative research, to examine the interaction between virtual communities and a destination’s websites. This unique approach will be preceded by a theoretical exploration to understand the composition of an STD website, uncovering the key factors contributing to boosting the tourism sector’s competitiveness through its online presence. Findings: The qualitative results of this study will provide a model for the web positioning of any STD. By correlating the conceptual framework with quantitative findings, the study will determine the percentage level of each STD, identifying its specific needs, areas for improvement, and accolades that can serve as a benchmark for other cities. These findings will be instrumental in guiding future website development strategies for STDs. Originality/ Significance: This study proposes theoretical, highly practical, and actionable alternatives that enhance the impact of the technological dimension in developing a destination’s website. It will provide a comprehensive guide on the necessary components for positioning a destination’s branding in the global tourism network, emphasizing the tourism product offered by the destination. These proposals empower the tourism industry to take control of its online presence and reputation, delivering tangible benefits.