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

Author

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  • Carlos de las Heras-Pedrosa

    (Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain)

  • Elena Millan-Celis

    (Department of Advertising and Public Relations, Universidad de Málaga, 29071 Málaga, Spain)

  • Patricia P. Iglesias-Sánchez

    (Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain)

  • Carmen Jambrino-Maldonado

    (Department of Economics and Business Administration, Universidad de Málaga, 29071 Málaga, Spain)

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.

Suggested Citation

  • Carlos de las Heras-Pedrosa & Elena Millan-Celis & Patricia P. Iglesias-Sánchez & Carmen Jambrino-Maldonado, 2020. "Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4092-:d:359211
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    2. Diana Foris & Adriana Florescu & Tiberiu Foris & Sorin Barabas, 2020. "Improving the Management of Tourist Destinations: A New Approach to Strategic Management at the DMO Level by Integrating Lean Techniques," Sustainability, MDPI, vol. 12(23), pages 1-22, December.
    3. Yi Sheng Tan & Angela S. Wright, 2022. "Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-21, March.
    4. Baclig, Alexis C. & Castres, Danielle Ruth M. & Florendo, Mikee Angelique C. & Malcino, Lei-ann J. & Padilla, Jan Marini P. & Covita, Mayvelyn S., 2024. "Social Media’s Influence on Tourists’ Choice of Destination," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 1507-1546, August.
    5. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    6. Ernesto Batista Sánchez & Beatriz Serrano Leyva & Leudis Orlando Vega de la Cruz, 2021. "Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba," Revista Tendencias, Universidad de Narino, vol. 22(2), pages 288-308.
    7. Xiaojun Xu & Guanghui Cheng, 2024. "Save the Day: How the Dissemination of Tourism Crises Can Reinvigorate a Tourism Destination Image after the Seoul Halloween Crowd Crush," Sustainability, MDPI, vol. 16(6), pages 1-22, March.
    8. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.
    9. Csaba Sidor & Branislav Kršák & Ľubomír Štrba, 2023. "Basic Input Data for Audiences’ Geotargeting by Destinations’ Partial Accessibility: Notes from Slovakia," Data, MDPI, vol. 8(2), pages 1-19, January.

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