Activity and Influence of Destination Brands on Twitter: A Comparative Study of Nine Spanish Destinations
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.
KeywordsDestination brand Social media Twitter Influence
This research work has been partially funded by the project “Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)” (CSO 2011-22691), of the Ministry of Economy and Competitiveness of the Spanish Government. More information can be found at www.marcasturisticas.org (available only in Spanish).
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