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;
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
Article published in Journal of Vacation Marketing available at https://doi.org/10.1177/1356766716640840
Showing items related by title, author, subject and abstract.
An investigation into social media use effect on patient’s satisfaction in private hospitals in Oman Abdul Redha, Zuhair Taqi (Cardiff Metropolitan University, 2017)The research study on the topic “An investigation into social media use effect on patient’s satisfaction in private hospitals in Oman” is carried out to find out how can hospitals use social media to increase patient’s ...
Thomas, Kieran Liam (Cardiff Metropolitan University, 2014)As the usage rates of social networking sites grow there is indication that this could be an effective platform for marketers. To better understand how advertising is applied on these new platforms, this study adds more ...
DOES SOCIAL MEDIA INFLUENCE AN INDIVIDUAL’S DECISION TO VISIT TOURIST DESTINATIONS? USING A CASE STUDY OF INSTAGRAM. Parsons, Hannah (Cardiff Metropolitan University, 2017-04)Social media has become a part of a person’s everyday life, but travelling and visiting new destinations has been part of many people’s lives for centuries. It therefore seems inevitable that both of these aspects of ...