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Reflections of Destinations on Social Media

In: Cultural Tourism in a Digital Era

Author

Listed:
  • Gökçe Özdemir

    (Yasar University)

  • Duygu Çelebi

    (Yasar University)

Abstract

Competitive environment enhanced the importance of tourist destination marketing recently. Developments in technology such as Internet and social media enable tourists to increase their knowledge about destinations more easily which creates a challenge for destination marketers. Social media has grown rapidly and started to play an increasingly crucial role in destination marketing. This study examines how social media platforms affect the destinations in terms of promotion and marketing in a case of Instagram. In this study, the researchers evaluated the Tourism Calgary’s official Instagram account followed by 2,814 people with 338 posts of photos. The photographs were analyzed according to their contents and were categorized into 13 different themes. As such, this study provides opportunities to understand growing importance of social media and the tips to create an effective social media account for practitioners in terms of effective destination marketing to maintain the interest of users.

Suggested Citation

  • Gökçe Özdemir & Duygu Çelebi, 2015. "Reflections of Destinations on Social Media," Springer Proceedings in Business and Economics, in: Vicky Katsoni (ed.), Cultural Tourism in a Digital Era, edition 127, pages 243-249, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-15859-4_21
    DOI: 10.1007/978-3-319-15859-4_21
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    Cited by:

    1. Patricia P. Iglesias-Sánchez & Marisol B. Correia & Carmen Jambrino-Maldonado & Carlos de las Heras-Pedrosa, 2020. "Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies," Sustainability, MDPI, vol. 12(7), pages 1-26, April.
    2. 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.

    More about this item

    Keywords

    Destination; Social media marketing;

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