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Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders' Perspective
| Content Provider | MDPI |
|---|---|
| Author | Patricia, P. Iglesias-Sánchez Heras-Pedrosa, Carlos De Las Millan-Celis, Elena Jambrino-Maldonado, Carmen |
| Copyright Year | 2020 |
| Description | This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value. |
| Starting Page | 4092 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su12104092 |
| Journal | Sustainability |
| Issue Number | 10 |
| Volume Number | 12 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2020-05-17 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Tourist Destinations Social Media Destination Image Stakeholders |
| Content Type | Text |
| Resource Type | Article |
