IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v16y2013i3p211-239.html
   My bibliography  Save this article

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

Author

Listed:
  • Stephanie Hays
  • Stephen Page
  • Dimitrios Buhalis

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 semi-structured 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.

Suggested Citation

  • Stephanie Hays & Stephen Page & Dimitrios Buhalis, 2013. "Social media as a destination marketing tool: its use by national tourism organisations," Current Issues in Tourism, Taylor & Francis Journals, vol. 16(3), pages 211-239.
    • Handle: RePEc:taf:rcitxx:v:16:y:2013:i:3:p:211-239
    DOI: 10.1080/13683500.2012.662215
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2012.662215
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2012.662215?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gryszel Piotr & Pełka Marcin & Zawadzki Piotr, 2023. "The Use of Social Media in City Marketing Communication with Residents and Tourists – User Segmentation," Polish Journal of Sport and Tourism, Sciendo, vol. 30(1), pages 27-32, March.
    2. Roslizawati Ahmad & Sitti Aminah Baharuddin & Nor Afidah Azmi, 2024. "The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 1408-1415, June.
    3. Xiliang Chen & Gang Li & Muhammad Sajid Mehmood & Qifan Nie & Jie Yu, 2023. "Integration and differentiation: comparison of photography behaviors using unmanned aerial vehicle data in China and Europe," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    4. Barbu Florentina-Simona & Sanda Grigorie & Rusu Corina-Maria & Balint Petronela-Gianina, 2024. "The Impact of Social Networks on the Choice of Tourist Destinations," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 2327-2343.
    5. Franklin Omar Zavaleta Chavez Arroyo & Alex Javier Sánchez Pantaleón & Carlos Enrique Aldea Roman & Rosse Marie Esparza-Huamanchumo & José Álvarez-García, 2024. "A Structural Analysis of the Economic Impact of Tourism and the Perspective of Tourism Providers in Kuélap, Peru," Land, MDPI, vol. 13(1), pages 1-15, January.
    6. Caroliny Makacha & Munodawafa Njovo, 2021. "Digital marketing adoption by National Tourism Organisations (NTOs): A Zimbabwean perspective," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 989-996, December.
    7. Mele, Emanuele & Filieri, Raffaele & De Carlo, Manuela, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Journal of Business Research, Elsevier, vol. 163(C).
    8. Ioana-Simona Ivasciuc & Cristinel Petrișor Constantin & Adina Nicoleta Candrea & Ana Ispas, 2024. "Digital Landscapes: Analyzing the Impact of Facebook Communication on User Engagement with Romanian Ecotourism Destinations," Land, MDPI, vol. 13(4), pages 1-22, March.
    9. Salamatu Bellah Conteh & Moiz Malik & Mohsin Shahzad & Sana Shahid, 2023. "Untangling the Potential of Sustainable Online Information Sources in Shaping Visitors’ Intentions," Sustainability, MDPI, vol. 15(19), pages 1-16, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rcitxx:v:16:y:2013:i:3:p:211-239. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.