Social media usage among wine tourism DMOs

Jorge, Filipa; Teixeira, Mário Sérgio; Fonseca, Carlos; Correia, Ricardo Jorge; Gonçalves, Ramiro Manuel

http://hdl.handle.net/10198/20461

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Authors

Jorge, Filipa

Teixeira, Mário Sérgio

Fonseca, Carlos

Correia, Ricardo Jorge

Gonçalves, Ramiro Manuel

Abstract(s)

Social media is an important tool for tourism destination promotion. The usage and the contents published on these platforms have an important role in visitors’ decision-making process. Information and communication technologies are changing DMOs’ markets and communication paradigm, since they allow the interaction between these organizations, visitors, and stakeholders. Therefore, social media are increasing their relevance on DMOs’ marketing strategies. This purpose of this study is to analyze comparatively social media platforms’ usage by six wine tourism DMOs. The results were provided by the analysis of secondary data available on these platforms and DMOs posts on the four most popular social media platforms to tourism industry: Facebook, Instagram, Twitter, and YouTube. Results indicate that DMOs use their official accounts on these platforms on different ways. This study also reveals that Facebook is more interactive than other platforms, and YouTube achieves less engagement levels.

Keywords

Destination marketing organizations Digital marketing tools Facebook Instagram Tourism Twitter YouTube

URI

http://hdl.handle.net/10198/20461

Citation

Jorge, Filipa; Teixeira, Mário Sérgio; Fonseca, Carlos; Correia, Ricardo Jorge; Gonçalves, Ramiro (2020). Social media usage among wine tourism DMOs. In Marketing and Smart Technologies: Proceedings of ICMarkTech 2019. [S.l.]: Springer. p. 78-87. ISBN 978-981-15-1563-7