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- Analysis of social networks as an instrument of communication in the tourist destinations of AlgarvePublication . Sanchez Jimenez, Miguel Angel; Correia, Marisol B.; Matos, NelsonThe future of social media and the ability to measure its impact has generated much debate as companies have adopted the use of social media platforms to communicate their products. The calculation of this impact can be a complex task but the entity that does not do so will jeopardize its ability to demonstrate the full benefits of its business. Consumers now have the opportunity to comment on their experiences and opinions in these social media and hope to participate in a conversation with the brand. This fact has gained even more impact in the tourism sector due to the great influence that other opinions and experiences have on the tourist's choice. Thus, the tourist offer must now build its strategies incorporating this dialogue and measuring the impact on its brands to make the right strategic and tactical decisions. Thus, in this study the activity and effectiveness of official social networks by the different tourist areas of the Algarve was analyzed, through the measurement of indicators obtained through the online analysis tool Fanpage Karma. In the results, Facebook stands out as the main social network of the Algarve tourist destinations in which all the municipalities actively participate in said network, generating a very good commitment or engagement, thus improving the image and reputation of said destinations. Also note the scarce presence and engagement of Twitter and the importance of images and videos in the social networks of the tourism sector.
- Principales temas utilizados en la comunicación social de las ONG de inmigración en España a través de la red social FacebookPublication . Sánchez Jiménez, Miguel Ángel; Correia, Marisol B.; Matos, NelsonThis study's aim is to learn about the communication of Spanish immigration NGOs in their official social network, Facebook. Therefore, a content analysis of the publications made by the NGOs was performed using the software Nvivo11, to identify the main topics and categorize and subcategorize the publications. In addition, the study sought to identify the most popular topics, the ones that generated greater degree of interaction, greater number of feedback posts, and also the number of likes and comments, for each category and subcategory. The results showed NGOs focus to be centered on the geographical locations where immigration problems occur, and on the subjects that generate greater user's interest, such as immigrants problems and consequences, but also maritime environment. Moreover, findings also shown there is more interaction in positive messages, among users, than in those messages related to problems and injustices. In addition, users were found to be more reluctant to participate in discussions that required a more active and personal interaction, or a greater involvement with immigrants, such as reception, integration and participation. Lastly, findings highlight the importance of educational topics in the communication of NGOs, due to users' concern about mafias in immigration.
- Evolution of the presence and engagement of official social networks in promoting tourism in SpainPublication . Sanchez Jimenez, Miguel Angel; Matos, Nelson; Correia, Marisol B.The recent growth in scale and relevance of social networks has generated new possibilities for communication and interaction with and among their users in the tourism sector. As Spain is among the world's top tourism destinations, it is valuable to study its presence and engagement with users of official social networks. These social networks are used to promote Spain as a tourist destination. This study's methodology focused on measuring a series of indicators of destination performance through the online analysis tool 'Fanpage Karma'. Data were obtained for each of the last four full years (2015 to 2018), with the purpose of deepening understanding of destination performance, including its evolution. The findings show that Facebook's importance increasingly declined, despite maintaining a large number of followers, it has seen reduced publications and, above all, less interactions with users. By contrast, Instagram has experienced continuous growth in promoting Spain as a tourist destination, demonstrating increasing levels of interaction with potential travellers. Implications for academia and industry are drawn from the findings.