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Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Author

Listed:
  • Petra Pártlová

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Radim Dušek

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Nikola Sagapova

    (Institute of Technology and Business in České Budějovice, Czech Republic)

Abstract

The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied.

Suggested Citation

  • Petra Pártlová & Radim Dušek & Nikola Sagapova, 2022. "Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(1), pages 467-482, September.
    • Handle: RePEc:ssi:jouesi:v:10:y:2022:i:1:p:467-482
    DOI: 10.9770/jesi.2022.10.1(26)
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    More about this item

    Keywords

    social media; reputation; tourism; destination; marketing communication; index of Social Media Effectiveness;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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