Let's Talk Destination: Exploring Social Media (and) Marketing Strategies for the Destination Marketing Organization Vvv Hof Van Twente, the Netherlands

Abstract

Currently, social media (and) marketing appears to be one of the most popular buzzwords in the tourism industry, especially among destination marketing organizations (DMOs). This study explores various definitions of social media (and) marketing and how this strategy can be implemented within the DMO VVV Hof van Twente. Furthermore, the study elaborates on the findings from a visitor survey and benchmark study and, deriving from these insights, suggests approaches for implementing social media within the organization's marketing strategy. This study concludes with an overview of limitations and suggestions for future research.