Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective

Carlos de las Heras-Pedrosa, Elena Millan-Celis, Patricia P. Iglesias-Sánchez and Carmen Jambrino-Maldonado
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Carlos de las Heras-Pedrosa: Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain
Elena Millan-Celis: Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain
Patricia P. Iglesias-Sánchez: Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain
Carmen Jambrino-Maldonado: Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain

Sustainability, 2020, vol. 12, issue 10, 1-27

Abstract: This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value.

Keywords: tourist destinations; social media; destination image; stakeholders (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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