Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective

Abstract

This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value.

Consumer Perception of Modern and Traditional Forms of Advertising

“…Negative or positive observations of a product or service, which were previously limited to a small environment, spread on the internet and can impact millions of people [58]. The internet has become an essential tool for users in the decision-making process, enabling them to search for information on products and services, to compare and review alternatives, and to make final decisions [23]. With the development of internet advertising technology, the adjusted targeted advertising based on user preferences is more suitable both for the market and users [59].…”

“…Several specialised articles have conducted surveys on the influence of various forms of advertising on customer behaviour and decision-making, or have dealt with the analysis of individual social networks [16][17][18][19][20][21]. Others have determined social media goals, the importance of sustainability, and the creative elements of digital promotion [22][23][24]. Several articles have dealt with the influencer marketing, media communication, and sustainability [5,25,26].…”

“…Social media is also recognised as a communication and public relations tool and, as such, it enables effective communications from brands and helps to develop relationships with the users. Social media interactions have a positive effect on the relationship between a user and a brand, which leads to greater credibility and loyalty [23].…”

Governance and Tourism Resilience During the Covid19 Crisis. Case Study Bukovina, Romania

“…Although some researchers regard interviews as insufficient to reach objective conclusions (Dass and McDermott, 2020;Krippendorff, 2004), the published literature records different opinions as well, opinions which see interviews as useful instruments since they can catch the views of the subjects on a particular phenomenon and thus, provide depth to the quantitative researches (De Las Heras et al, 2020, Bryman, 2012Qu and Dumay, 2011). In view of the present study, we have considered that, in an open discussion, the interviews have shaped the image of a different governance from the before-pandemic period, engaged into the necessity imposed by the current context.…”

Improving the Management of Tourist Destinations: A New Approach to Strategic Management at the DMO Level by Integrating Lean Techniques

“…The destinations comprise different types of complementary and competing organizations, multiple sectors, infrastructure, and an array of public/private linkages that create diverse and highly fragmented supply structures [33]. The DMO needs to create a common goal and strategy with its stakeholders to try to develop the holistic destination image, which would allow it to succeed in the long run [34,35]. Stakeholders can be classified into different categories: government bodies, tourism and hospitality firms, tourists (the key pieces to the tourism industry) and local residents [18,36]; some of the most important stakeholders are the hoteliers, the local government, and the local community [37].…”