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Evolution of the presence and engagement of official social networks in promoting tourism in Spain

2019Journal article Open access
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dc.contributor.authorSanchez Jimenez, Miguel Angel
dc.contributor.authorMatos, Nelson
dc.contributor.authorCorreia, Marisol B.
dc.date.accessioned2020-07-24T10:53:08Z
dc.date.available2020-07-24T10:53:08Z
dc.date.issued2019
dc.description.abstractThe 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.
dc.description.sponsorshipFCT-Foundation for Science and TechnologyPortuguese Foundation for Science and Technology [UID/SOC/04020/2019]
dc.identifier.issn1647-3183
dc.identifier.urihttp://hdl.handle.net/10400.1/14455
dc.language.isoeng
dc.peerreviewedyes
dc.publisherCieo, Research Center Spatial & Organizational Dynamics
dc.subjectCustomer engagement
dc.subjectBrand engagement
dc.subjectMedia
dc.subjectDeterminants
dc.subjectTechnologies
dc.subjectHospitality
dc.subjectStrategies
dc.subjectBehavior
dc.subjectImpact
dc.titleEvolution of the presence and engagement of official social networks in promoting tourism in Spain
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage225
oaire.citation.issue3
oaire.citation.startPage210
oaire.citation.titleJournal of Spatial and Organizational Dynamics
oaire.citation.volume7
person.familyNamede Matos
person.familyNameCorreia
person.givenNameNelson Manuel da Silva
person.givenNameMarisol B.
person.identifier.ciencia-idC71C-19F4-A193
person.identifier.ciencia-idFE15-819A-4535
person.identifier.orcid0000-0002-6263-5007
person.identifier.orcid0000-0002-1788-6114
person.identifier.ridAAP-1169-2020
person.identifier.scopus-author-id57195062461
person.identifier.scopus-author-id55333058000
rcaap.rightsopenAccess
rcaap.typearticle
relation.isAuthorOfPublicatione8fd6121-7383-47ef-b228-a5c871939d14
relation.isAuthorOfPublicationee01864e-dec4-4285-a4b7-4ccb53d9afaa
relation.isAuthorOfPublication.latestForDiscoverye8fd6121-7383-47ef-b228-a5c871939d14

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