El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales.
The object of study of this work is the analysis of different tourist destinations’ communication strategy that is applied to Facebook. More specifically, the activity, the capacity to generate a community and interaction, what themes contribute to it, and what formats...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad CEU San Pablo
2020-06-01
|
| Series: | Doxa Comunicación |
| Subjects: | |
| Online Access: | https://repositorioinstitucional.ceu.es/bitstream/10637/10835/1/es_m5_stamped.pdf |
| _version_ | 1819213223008665600 |
|---|---|
| author | Francisco Manuel Pastor Marín Francisco Javier Paniagua Rojano |
| author_facet | Francisco Manuel Pastor Marín Francisco Javier Paniagua Rojano |
| author_sort | Francisco Manuel Pastor Marín |
| collection | DOAJ |
| description | The object of study of this work is the analysis of different tourist destinations’ communication strategy that is applied to Facebook. More specifically, the activity, the capacity to generate a community and interaction, what themes contribute to it, and what formats predominate are examined. It is based on the hypothesis that territories can achieve higher performance from their presence on social media. As a methodological technique, it proposes the content analysis of the official pages of the destinations included in the study “City Tourism Performance Research” (UNWTO and WTCF, 2017). The study provides success stories in urban tourism; Malaga is one of these as it is the fastest-growing urban destination in Spain. 2 217 shared posts are analysed between February and April 2019 on the pages of the following cities: Antwerp, Berlin, Bogota, Buenos Aires, Copenhagen, Cape Town, Hangzhou, Linz, Malaga, Marrakech, Beijing, Seoul, Sapporo, Tianjin, Tokyo, and Turin. The conclusion is that the themes that generate the most reactions are those that correspond to visual elements and the differentiating attributes of the destinations. It is also confirmed that the territories maintain a more intuitive rather than strategic presence on Facebook. |
| first_indexed | 2024-12-23T06:55:26Z |
| format | Article |
| id | doaj.art-c923b67c2d7f441ca853105921b06fec |
| institution | Directory Open Access Journal |
| issn | 1696-019X 2386-3978 |
| language | English |
| last_indexed | 2024-12-23T06:55:26Z |
| publishDate | 2020-06-01 |
| publisher | Universidad CEU San Pablo |
| record_format | Article |
| series | Doxa Comunicación |
| spelling | doaj.art-c923b67c2d7f441ca853105921b06fec2022-12-21T17:56:19ZengUniversidad CEU San PabloDoxa Comunicación1696-019X2386-39782020-06-013026528110.31921/doxacom.n30a14El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales.Francisco Manuel Pastor Marín0https://orcid.org/0000-0002-2895-4741Francisco Javier Paniagua Rojano1https://orcid.org/0000-0001-7376-4536Universidad de Málaga, EspañaUniversidad de Málaga, EspañaThe object of study of this work is the analysis of different tourist destinations’ communication strategy that is applied to Facebook. More specifically, the activity, the capacity to generate a community and interaction, what themes contribute to it, and what formats predominate are examined. It is based on the hypothesis that territories can achieve higher performance from their presence on social media. As a methodological technique, it proposes the content analysis of the official pages of the destinations included in the study “City Tourism Performance Research” (UNWTO and WTCF, 2017). The study provides success stories in urban tourism; Malaga is one of these as it is the fastest-growing urban destination in Spain. 2 217 shared posts are analysed between February and April 2019 on the pages of the following cities: Antwerp, Berlin, Bogota, Buenos Aires, Copenhagen, Cape Town, Hangzhou, Linz, Malaga, Marrakech, Beijing, Seoul, Sapporo, Tianjin, Tokyo, and Turin. The conclusion is that the themes that generate the most reactions are those that correspond to visual elements and the differentiating attributes of the destinations. It is also confirmed that the territories maintain a more intuitive rather than strategic presence on Facebook.https://repositorioinstitucional.ceu.es/bitstream/10637/10835/1/es_m5_stamped.pdffacebooktourismdestinationscitiesinteraction |
| spellingShingle | Francisco Manuel Pastor Marín Francisco Javier Paniagua Rojano El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. Doxa Comunicación tourism destinations cities interaction |
| title | El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. |
| title_full | El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. |
| title_fullStr | El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. |
| title_full_unstemmed | El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. |
| title_short | El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales. |
| title_sort | el uso de facebook como herramienta de comunicacion turistica en los grandes destinos urbanos internacionales |
| topic | facebook tourism destinations cities interaction |
| url | https://repositorioinstitucional.ceu.es/bitstream/10637/10835/1/es_m5_stamped.pdf |
| work_keys_str_mv | AT franciscomanuelpastormarin elusodefacebookcomoherramientadecomunicacionturisticaenlosgrandesdestinosurbanosinternacionales AT franciscojavierpaniaguarojano elusodefacebookcomoherramientadecomunicacionturisticaenlosgrandesdestinosurbanosinternacionales |