University of Hertfordshire

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Social media as a destination marketing tool: Its use by national tourism organisations

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Social media as a destination marketing tool: Its use by national tourism organisations. / Hays, S.; Page, S.J.; Buhalis, D.

In: Current Issues in Tourism, Vol. 16, No. 3, 12.03.2012, p. 211-239.

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@article{ec1a9b2d8ab24b24ba6ca3888d9c209d,
title = "Social media as a destination marketing tool: Its use by national tourism organisations",
abstract = "Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semistructured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly. {\textcopyright} 2013 Taylor & Francis.",
author = "S. Hays and S.J. Page and D. Buhalis",
year = "2012",
month = mar,
day = "12",
doi = "10.1080/13683500.2012.662215",
language = "English",
volume = "16",
pages = "211--239",
journal = "Current Issues in Tourism",
issn = "1368-3500",
publisher = "Taylor and Francis Ltd.",
number = "3",

}

RIS

TY - JOUR

T1 - Social media as a destination marketing tool: Its use by national tourism organisations

AU - Hays, S.

AU - Page, S.J.

AU - Buhalis, D.

PY - 2012/3/12

Y1 - 2012/3/12

N2 - Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semistructured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly. © 2013 Taylor & Francis.

AB - Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semistructured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly. © 2013 Taylor & Francis.

U2 - 10.1080/13683500.2012.662215

DO - 10.1080/13683500.2012.662215

M3 - Article

VL - 16

SP - 211

EP - 239

JO - Current Issues in Tourism

JF - Current Issues in Tourism

SN - 1368-3500

IS - 3

ER -