Online communication in Spanish destination marketing organizations: The view of practitioners

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Author
Fernandez-Cavia, Jose
Marchiori, Elena
Haven-Tang, Claire
Cantoni, Lorenzo
Date
2017-07-01Acceptance date
2016-04-05
Type
Article
Publisher
SAGE
ISSN
1356-7667
1479-1870 (online)
Metadata
Show full item recordAbstract
Information and communication technologies (ICTs) have had a significant impact on both the travel and tourism experience and industry. In particular, destination marketing organizations (DMOs) have found ICT a powerful ally to harmonize and coordinate the activities of local stakeholders as well as to reach travellers. The aim of this research is to analyse destination brand communication strategies, especially those applied to online communication (official websites, social media and mobile applica- tions). Data were collected from Spanish destinations – regions, provinces and cities – via an online survey addressed to destination brand and communication managers. Results show that destination brand communication is not fully standardized or professionalized yet; online tools (websites, social media and mobile applications) are used tactically and not strategically and the usefulness of social media and official websites is clearly more appreciated by DMO managers than the usefulness of mobile applications.
Journal/conference proceeding
Journal of Vacation Marketing;
Citation
Fernández-Cavia, J., Marchiori, E., Haven-Tang, C. and Cantoni, L. (2017) 'Online communication in Spanish destination marketing organizations: The view of practitioners', Journal of Vacation Marketing, 23(3), pp.264-273
Description
Article published in Journal of Vacation Marketing available at https://doi.org/10.1177/1356766716640840
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