Differential Destination Content Communication Strategies Through Multiple Social Media

  • Assumpcio HuertasEmail author
  • Estela Marine-Roig
Conference paper


Tourist destinations convey content through social media to communicate their identity and brand. Therefore, based on Spanish destinations, the aim of this paper is to use content analysis to determine if they communicate both their attraction factors and their emotional values via the different platforms, and if different contents are communicated and different communication strategies exist for the different social media. In general, the results show that destinations largely convey their attraction factors, using specific communication strategies according to the type of destination, and that neither strategies for the differential communication of emotional values that distinguish or identify the destinations nor different communication strategies through different social media are observed.


Social media Destination brand Content analysis Strategic communication Attraction factors Emotional values 



This work was supported by Spain’s Ministry of Economy and Competitiveness [Grant id.: CSO2012-34824 “Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de marca de los destinos”].


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Communication Research Group (ASTERISC)Rovira i Virgili UniversityCataloniaSpain
  2. 2.Department of Business Administration and Economic Management of Natural Resources (AEGERN)University of LleidaCataloniaSpain

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