Skip to main content

The Adoption of Pinterest for Destination Marketing: The Case of Austrian Destinations

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2014

Abstract

The internet and social media play a major role as information sources for tourists and travellers in the travel decision making process. Since the tourism product is intangible, travellers have to rely on images and descriptions regarding travel products and services. Images are subconsciously more influencing than text. Therefore, online photo sharing platforms such as Flickr or Pinterest offer great potential for marketing in the tourism industry. This paper introduces the opportunities of Pinterest in the tourism industry and analyses its usage among Austrian destination management organisations (DMOs). The Pinterest outlets of three Austrian DMOs are analysed and benchmarked with the Pinterest website of the Swiss National Tourist Organisation. Moreover, an online survey was conducted among Austrian DMOs. The results indicate that the usage of Pinterest is still rather limited. Nevertheless, the prevailing opinion towards photo sharing websites for marketing purposes in general and towards Pinterest in particular is positive.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    Lower Austria is one of the nine Austrian provinces.

  2. 2.

    Gasteinertal is a tourism destination in the province of Salzburg.

References

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Christian Maurer .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer International Publishing Switzerland

About this paper

Cite this paper

Maurer, C., Hinterdorfer, B. (2013). The Adoption of Pinterest for Destination Marketing: The Case of Austrian Destinations. In: Xiang, Z., Tussyadiah, I. (eds) Information and Communication Technologies in Tourism 2014. Springer, Cham. https://doi.org/10.1007/978-3-319-03973-2_16

Download citation

Publish with us

Policies and ethics