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Activity and Influence of Destination Brands on Twitter: A Comparative Study of Nine Spanish Destinations

In: Information and Communication Technologies in Tourism 2014

Author

Listed:
  • Frederic Guerrero-Solé

    (Universitat Pompeu Fabra)

  • José Fernández-Cavia

    (Universitat Pompeu Fabra)

Abstract

Tourist destinations have started using Twitter as a new platform to provide information to travellers. However, it is still unclear what the future role of this social network is and how tourist destinations will use its characteristics to improve their influence and impact on the network. This study analyses the activity of nine Spanish tourist destinations and explores their influence on Twitter considering the number of followers, retweets and mentions. We conclude that while some of these destinations are using intensively Twitter and have a considerable influence on it, other destinations have little impact and need to improve their strategies to achieve their objectives. The study is a first step to explore the keys that explain the success of the DMOs on Twitter.

Suggested Citation

  • Frederic Guerrero-Solé & José Fernández-Cavia, 2013. "Activity and Influence of Destination Brands on Twitter: A Comparative Study of Nine Spanish Destinations," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 227-236, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-03973-2_17
    DOI: 10.1007/978-3-319-03973-2_17
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