Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?
The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Entrepreneurship and Sustainability Center
2022-09-01
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| Series: | Entrepreneurship and Sustainability Issues |
| Online Access: | https://jssidoi.org/jesi/article/1007 |
| _version_ | 1797364811439276032 |
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| author | Petra Pártlová Radim Dušek Nikola Sagapova |
| author_facet | Petra Pártlová Radim Dušek Nikola Sagapova |
| author_sort | Petra Pártlová |
| collection | DOAJ |
| description | The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied. |
| first_indexed | 2024-03-08T16:41:27Z |
| format | Article |
| id | doaj.art-bb3d37185ec643c59b4ae1047fc780d9 |
| institution | Directory Open Access Journal |
| issn | 2345-0282 |
| language | English |
| last_indexed | 2024-03-08T16:41:27Z |
| publishDate | 2022-09-01 |
| publisher | Entrepreneurship and Sustainability Center |
| record_format | Article |
| series | Entrepreneurship and Sustainability Issues |
| spelling | doaj.art-bb3d37185ec643c59b4ae1047fc780d92024-01-05T10:19:27ZengEntrepreneurship and Sustainability CenterEntrepreneurship and Sustainability Issues2345-02822022-09-0110146748210.9770/jesi.2022.10.1(26)Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?Petra Pártlováhttps://orcid.org/0000-0003-2404-6073Radim Dušekhttps://orcid.org/0000-0003-1381-0064Nikola Sagapovahttps://orcid.org/0000-0003-1628-7758The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied.https://jssidoi.org/jesi/article/1007 |
| spellingShingle | Petra Pártlová Radim Dušek Nikola Sagapova Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? Entrepreneurship and Sustainability Issues |
| title | Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? |
| title_full | Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? |
| title_fullStr | Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? |
| title_full_unstemmed | Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? |
| title_short | Building reputation and social media – how effectively do attractive European tourist destinations communicate on them? |
| title_sort | building reputation and social media how effectively do attractive european tourist destinations communicate on them |
| url | https://jssidoi.org/jesi/article/1007 |
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