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Escola Superior de Turismo e Hotelaria (ESTH) >
Artigos em Acta de Conferência Internacional (ESTH) >
Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10314/1639
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| Título: | Social Media as a Communication and Marketing Tool: An Analysis of Online Activities from International Key Player DMO |
| Autores: | Roque, Vítor
Raposo, Rui |
| Palavras Chave: | Tourist
Destination Management Organization
Interaction
Social Media
Web 2.0 |
| Data: | 2013 |
| Editora: | ATMC - 5th Advances in Tourism Marketing Conference |
| Citação: | Roque, V., & Raposo, R. (2013b). Social Media as a Communication and Marketing Tool: An Analysis of Online Activities from International Key Player DMO. Paper presented at the ATMC - 5th Advances in Tourism Marketing Conference, Vilamoura - Portugal. |
| Resumo: | The widespread use of web2.0 applications and the increasing number of social media applications are producing radical changes in the way tourism destinations are promoted. Destination Management Organizations (DMO), which are living and dynamic organizations focused on promoting tourism destinations, must be able to adapt and meet the new challenges placed by new interaction and communication paradigms introduced to the tourism sector.
This paper describes a study done in which we analysed a set of national DMO from around the world and outlined and compared the use of social media applications in their communication activities. Shared practices and trends were methodologically identified and deconstructed according to a detailed set of indicators analysed by DMO and then compared among the sample of organizations selected. With this study we proposed to investigate the fact that, although DMO share the same underlying goal, the ways they use social media to reach their goals differ greatly and allow us to believe that when using social media “one size does not need to fit all”. Results obtained also enabled us to believe that, despite the eventual differences in each DMO’s size and structure, there are some identifiable trends and shared practices that may be considered as worth adopting and exploring when it decides to design its own social media based communication strategy. |
| URI: | http://hdl.handle.net/10314/1639 |
| Aparece nas Colecções: | Artigos em Acta de Conferência Internacional (ESTH)
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Ficheiros deste Registo:
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| (8)artigo atas 5ATMC.pdf | | 499Kb | Adobe PDF | Ver/Abrir | |
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