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Social media as a destination marketing tool: Its use by national tourism organisations.

Hays, S., Page, S.J. and Buhalis, D., 2012. Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16 (3), 211 - 239.

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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.

Item Type:Article
ISSN:1368-3500
Uncontrolled Keywords:DMOs; Social media; Twitter; Facebook
Group:Bournemouth University Business School
ID Code:33179
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:06 Jan 2020 16:03
Last Modified:06 Jan 2020 16:03

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