Online communication in Spanish destination marketing organizations: The view of practitioners
MetadataShow full item record
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 of Vacation Marketing;
Showing items related by title, author, subject and abstract.
Mamushkina, Kateryna (Cardiff Metropolitan University, 2014)Tourism industry is one of the world’s fastest growing industries and is a major source of income for many countries (UNESCO, n.d.). In this dissertation Ukraine is described as potential tourist destination for Bulgarians ...
Williams-Burnett, Nicola; Fallon, Julia (Emerald, 2017)Purpose – The purpose of this study is to compare and contrast the organic destination image of Kavos, as portrayed through irresponsible tourism-related behaviours on “reality” TV programmes, with its complex image according ...
A STUDY OF THE REGENERATION PRACTISES OF TRADITIONAL WELSH SEASIDE RESORTS: A COMPARATIVE STUDY OF PORTHCAWL & BARRY ISLAND Ryan, Emily (Cardiff Metropolitan University, 2017-04)The purpose of this study was to analyse the regeneration practises of traditional Welsh seaside resorts, comparing Barry Island and Porthcawl as case studies. The project consisted of five chapters, an introduction that ...