Tourism Events: The SATA Rallye Azores in Facebook and Twitter

Sandra Faria, Teresa Tiago (), Flávio Tiago and João Pedro Couto
Additional contact information
Sandra Faria: University of the Azores
Teresa Tiago: University of the Azores
João Pedro Couto: University of the Azores

A chapter in Strategic Innovative Marketing, 2017, pp 445-454 from Springer

Abstract: Abstract Tourism events and sport activities have been separately widely analyzed due to the experience value offer, which can be integrated into destination marketing. However, little attention has been paid to the integration of sport as a tourism event that attracts casual sport Food Experiences: The Oldest Social Food Experiences: The Oldest Socials and serious leisure fans. Therefore, clear orientation to client digital interaction is required, acknowledging that tourism and sport fans behavior are mostly influenced by eWOM and is complex comprehending many elements and a specific social media strategy. The present work offers a first glance at social media strategies in sport tourism events, by analyzing the activity on Facebook and Twitter of fans before, during and after the SATA Rallye Azores, documenting the topic criteria used, the engagement and sophistication achieved and transposing the engagement drivers to the components of the STAR (Storytelling, Triggers, Amusement, and Reaction) model. Results show that to have a content-oriented strategy that maximizes the engagement in social media. However, for the sport event chosen the engagement level found was lower than expected and the STAR model dimensions were completely different from the other social media phenomenon, presenting truly low levels of storytelling.

Keywords: Social media; Facebook; Twitter; Event tourism; Hashtags; Engagement (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_55

Ordering information: This item can be ordered from
http://www.springer.com/9783319338651

DOI: 10.1007/978-3-319-33865-1_55

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().