The Adoption of Pinterest for Destination Marketing: The Case of Austrian Destinations

Christian Maurer () and Bianca Hinterdorfer ()
Additional contact information
Christian Maurer: IMC University of Applied Sciences Krems
Bianca Hinterdorfer: IMC University of Applied Sciences Krems

A chapter in Information and Communication Technologies in Tourism 2014, 2013, pp 213-225 from Springer

Abstract: Abstract The internet and social media play a major role as information sources for tourists and travellers in the travel decision making process. Since the tourism product is intangible, travellers have to rely on images and descriptions regarding travel products and services. Images are subconsciously more influencing than text. Therefore, online photo sharing platforms such as Flickr or Pinterest offer great potential for marketing in the tourism industry. This paper introduces the opportunities of Pinterest in the tourism industry and analyses its usage among Austrian destination management organisations (DMOs). The Pinterest outlets of three Austrian DMOs are analysed and benchmarked with the Pinterest website of the Swiss National Tourist Organisation. Moreover, an online survey was conducted among Austrian DMOs. The results indicate that the usage of Pinterest is still rather limited. Nevertheless, the prevailing opinion towards photo sharing websites for marketing purposes in general and towards Pinterest in particular is positive.

Keywords: Pinterest; Online photo sharing platform; Social media adoption; Social media marketing; Destination marketing (search for similar items in EconPapers)
Date: 2013
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:sprchp:978-3-319-03973-2_16

Ordering information: This item can be ordered from
http://www.springer.com/9783319039732

DOI: 10.1007/978-3-319-03973-2_16

Access Statistics for this chapter

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