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Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective

Author

Listed:
  • Carlos de las Heras-Pedrosa

    (Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain)

  • Elena Millan-Celis

    (Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain)

  • Patricia P. Iglesias-Sánchez

    (Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain)

  • Carmen Jambrino-Maldonado

    (Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain)

Abstract

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.

Suggested Citation

  • Carlos de las Heras-Pedrosa & Elena Millan-Celis & Patricia P. Iglesias-Sánchez & Carmen Jambrino-Maldonado, 2020. "Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4092-:d:359211
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    Cited by:

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    4. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    5. Sánchez, Ernesto Batista & Leyva, Beatriz Serrano & Cruz, Leudis Orlando Vega de la, 2021. "Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba," Revista Tendencias, Universidad de Narino, vol. 22(2), pages 288-308, July.
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