Exploring best practices for online engagement via Facebook with local destination management organisations (DMOs) in Europe: A longitudinal analysis

被引：41

作者：

Del Mar Galvez-Rodriguez, Maria ^{[1
]}

Alonso-Canadas, Juana ^{[1
]}

Haro-de-Rosario, Arturo ^{[1
]}

Caba-Perez, Carmen ^{[1
]}

机构：

[1] Univ Almeria, Econ & Business Fac, Carretera S-N, Almeria 04120, Spain

来源：

TOURISM MANAGEMENT PERSPECTIVES | 2020年 / 34卷

关键词：

Facebook; Interaction; Social media; Relationship-building; Online platforms; SOCIAL MEDIA; INFORMATION-TECHNOLOGY; STAKEHOLDER ENGAGEMENT; TOURIST DESTINATION; MARKETING TOOL; INVOLVEMENT; NETWORKS; IMAGE; DETERMINANTS; EXPERIENCES;

D O I：

10.1016/j.tmp.2020.100636

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Further longitudinal and empirical studies of destination management organisations (DMOs) are needed to enhance our understanding of tourists' engagement management via social networking sites (SNS). In the context of European local DMOs and exploring a timeframe of 6 years, this paper provides evidence of a positive trend in tourists' online engagement. However, greater effort in managing SNS must be made, prioritising interactive conversations. Seasonally exists: more online interaction takes place during the off season than in the peak season. The successful management of SNS requires careful attention to the content, format and timing of posts and to the expression of sentiments. Emphasis should be placed on the natural resources of the destination, on the use of video formats, on the expression of positive sentiments and on making posts during weekends, in the evening and at night.

引用

页数：11