Analysis of the payback (ROI) thanks to activity on the social networks marketing Andalusian provinces as tourist destinations

Innovation is constant in the sector of tourism, with technological developments and Internet opening up new horizons for tourist destinations. Sales and Marketing on social networks facilitate constant updating and creativity in exchange of content allowing the companies to enter into direct contact with their users without intermediaries. Thus, the social newtworks' possibilities require serious research. Here, we have analysed the ROI (return on investment) of the official social networks of the 8 Andalusian provinces from the perspective of tourism promotion, using the through the measurement indicators obtained from the online analysis tool, Fanpage Karma. In the results, Facebook and Twitter stand out as the main social networks used by the Andalusian provinces, especially the formert, that is given widespread use, allowing greater engagement and interaction of the users with the destination. In this sense, Twitter stands out for the low interaction produced by itss publications, unlike Instagram, which although not widely used, is the social network that has greater interaction or engagement with its publications.