Details

Autor(en) / Beteiligte

• Gálvez-Rodríguez, María del Mar
• Alonso-Cañadas, Juana
• Haro-de-Rosario, Arturo
• Caba-Pérez, Carmen

Titel

Exploring best practices for online engagement via Facebook with local destination management organisations (DMOs) in Europe: A longitudinal analysis

Ist Teil von

• Tourism management perspectives, 2020-04, Vol.34, p.100636, Article 100636

Ort / Verlag

Elsevier Ltd

Erscheinungsjahr

2020

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Further longitudinal and empirical studies of destination management organisations (DMOs) are needed to enhance our understanding of tourists' engagement management via social networking sites (SNS). In the context of European local DMOs and exploring a timeframe of 6 years, this paper provides evidence of a positive trend in tourists' online engagement. However, greater effort in managing SNS must be made, prioritising interactive conversations. Seasonality exists: more online interaction takes place during the off season than in the peak season. The successful management of SNS requires careful attention to the content, format and timing of posts and to the expression of sentiments. Emphasis should be placed on the natural resources of the destination, on the use of video formats, on the expression of positive sentiments and on making posts during weekends, in the evening and at night. •Tourists' online engagement via Facebook with local DMOs has increased.•Tourists' online engagement varies between peak and off-season periods.•Posts on a destination's natural resources foster tourists' online engagement.•Posts with videos and made out of working hours foster tourists'online engagement•Posts expressing positive sentiments foster tourists' online engagement.