How do the National Tourism Organizations use the social media?
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50014497" target="_blank" >RIV/62690094:18450/18:50014497 - isvavai.cz</a>
Result on the web
<a href="https://dx.doi.org/10.15240/tul/001/2018-4-015" target="_blank" >https://dx.doi.org/10.15240/tul/001/2018-4-015</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.15240/tul/001/2018-4-015" target="_blank" >10.15240/tul/001/2018-4-015</a>
Alternative languages
Result language
angličtina
Original language name
How do the National Tourism Organizations use the social media?
Original language description
The research was motivated by the growing importance of social media in the marketing of the National Tourism Organizations (NTOs). The NTOs of the top ten most successful countries according to the number of international tourists in 2016 were selected as a research sample for analysis of the way, intensity and effectivity of the social media use in the destination marketing. The social media selected for above-mentioned analyses were Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google+ and Snapchat. The data collected for the analysis were publicly available data found on the NTO websites and in their social media accounts. The quantitative features of these NTO accounts (number of fans, number of their contributions, number of subscribers' responses), their management (especially the response to user contributions and inclusion of users of generated content) and the concept and focus of contributions generated by the NTO were evaluated and mutually compared. The selected NTOs use predominantly Facebook, YouTube, Twitter, and Instagram accounts, but only a few of them perform high quality management of these accounts. British, Italian and Mexican NTOs use the social media most, while Thailand and Turkey NTOs use them least.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
E+M. Ekonomie a management
ISSN
1212-3609
e-ISSN
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Volume of the periodical
21
Issue of the periodical within the volume
4
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
15
Pages from-to
226-240
UT code for WoS article
000453579100015
EID of the result in the Scopus database
2-s2.0-85058239420