Promoting Music Tourism: Music Festivals on Facebook

This paper aims to contribute to the study of social networks as a resource in tourism communication and promotion, through the case of music festivals on Facebook (FB). Following a qualitative approach, the discourses of a selection of FB pages about Spanish festivals were analysed, emphasizing hybridity and polyphony as main features. Results also suggest that the use of social network in tourism facilitates the interaction between attendees and their respective community and provides data on customer satisfaction, while exerting a positive influence on patronizing intention.