IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v26y2023i16p2727-2744.html
   My bibliography  Save this article

Social media and Tourism: a cross-platform study of Indian DMOs

Author

Listed:
  • Shabana Chandrasekaran
  • ShabbirHusain R. V.
  • Balamurugan Annamalai

Abstract

Social media is an excellent medium for sharing content to promote destinations and engage tourists. This study aimed to examine the impact of content characteristics of social media posts shared by destination marketing organisations (DMOs) on tourist engagement. An analysis of over 12,000 posts and 3.65 million tourist impressions recorded on 16 official Indian DMOs’ Facebook and Twitter handles was undertaken. Tourist engagement was measured by likes, comments/tweets, and shares/retweets counts. The analysis revealed that interactive and informative posts gained maximum engagement on Facebook and Twitter, respectively. The varied effect of content richness and content elaborateness were explicated. The study contributes to the emerging literature on tourist engagement and provides practical prescriptions for DMOs to effectively design cross-platform content.

Suggested Citation

  • Shabana Chandrasekaran & ShabbirHusain R. V. & Balamurugan Annamalai, 2023. "Social media and Tourism: a cross-platform study of Indian DMOs," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(16), pages 2727-2744, August.
  • Handle: RePEc:taf:rcitxx:v:26:y:2023:i:16:p:2727-2744
    DOI: 10.1080/13683500.2022.2142098
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2022.2142098
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/13683500.2022.2142098?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. Pathak, Atul Arun & Kaushik, Kapil, 2024. "Driving consumer engagement for digital payment brands: Content strategy on instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    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:26:y:2023:i:16:p:2727-2744. 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.