Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Petra Pártlová (), Radim Dušek () and Nikola Sagapova ()
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Petra Pártlová: Institute of Technology and Business in České Budějovice, Czech Republic
Radim Dušek: Institute of Technology and Business in České Budějovice, Czech Republic
Nikola Sagapova: Institute of Technology and Business in České Budějovice, Czech Republic

Entrepreneurship and Sustainability Issues, 2022, vol. 10, issue 1, 467-482

Abstract: 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.

Keywords: social media; reputation; tourism; destination; marketing communication; index of Social Media Effectiveness (search for similar items in EconPapers)
JEL-codes: D83 L83 M37 Z32 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:10:y:2022:i:1:p:467-482

DOI: 10.9770/jesi.2022.10.1(26)

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