Social media as a destination marketing tool: Its use by national tourism organisations
Authors: Hays, S., Page, S.J. and Buhalis, D.
Journal: Current Issues in Tourism
Volume: 16
Issue: 3
Pages: 211-239
ISSN: 1368-3500
DOI: 10.1080/13683500.2012.662215
Abstract:Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semistructured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly. © 2013 Taylor & Francis.
https://eprints.bournemouth.ac.uk/33179/
Source: Scopus
Preferred by: Dimitrios Buhalis
Social media as a destination marketing tool: its use by national tourism organisations
Authors: Hays, S., Page, S.J. and Buhalis, D.
Journal: CURRENT ISSUES IN TOURISM
Volume: 16
Issue: 3
Pages: 211-239
eISSN: 1747-7603
ISSN: 1368-3500
DOI: 10.1080/13683500.2012.662215
https://eprints.bournemouth.ac.uk/33179/
Source: Web of Science (Lite)
Social media as a destination marketing tool: Its use by national tourism organisations
Authors: Hays, S., Page, S.J. and Buhalis, D.
Journal: Current Issues in Tourism
Volume: 16
Issue: 3
Pages: 211-239
ISSN: 1368-3500
Abstract:Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semistructured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly. © 2013 Taylor & Francis.
https://eprints.bournemouth.ac.uk/33179/
Source: BURO EPrints