Facebook or Instagram? Social Media in Tourism Destination Marketing Communication
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F24%3A43974299" target="_blank" >RIV/49777513:23510/24:43974299 - isvavai.cz</a>
Výsledek na webu
<a href="https://drive.google.com/file/d/10ufGZtWvb5rX9EMVbkMBC4wVKNq80q8_/view" target="_blank" >https://drive.google.com/file/d/10ufGZtWvb5rX9EMVbkMBC4wVKNq80q8_/view</a>
DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Facebook or Instagram? Social Media in Tourism Destination Marketing Communication
Popis výsledku v původním jazyce
Technologies are considered as one of the greatest global trends, dynamically influencing tourism industry. Social media marketing and platforms such as Facebook and Instagram play an important role in destination marketing communication to attract potential visitors. The aim of this study is to investigate the difference between the Facebook and Instagram and their role in the destination marketing communication on the case of the tourism areas of Central Bohemia, Czechia. The correlation analysis and chi-square tests were used for testing the hypotheses separately for Facebook and Instagram. The results show no significant relationships between the length of posts and engagement rate on both social media, while the relationship between the number of followers and the number of reactions was statistically significant in both cases. Moreover, while the format of posts plays the significant role in case of Instagram, this relationship was found insignificant for Facebook. This study shows some new facts in comparison with previous studies and have practical implications for destination managers.
Název v anglickém jazyce
Facebook or Instagram? Social Media in Tourism Destination Marketing Communication
Popis výsledku anglicky
Technologies are considered as one of the greatest global trends, dynamically influencing tourism industry. Social media marketing and platforms such as Facebook and Instagram play an important role in destination marketing communication to attract potential visitors. The aim of this study is to investigate the difference between the Facebook and Instagram and their role in the destination marketing communication on the case of the tourism areas of Central Bohemia, Czechia. The correlation analysis and chi-square tests were used for testing the hypotheses separately for Facebook and Instagram. The results show no significant relationships between the length of posts and engagement rate on both social media, while the relationship between the number of followers and the number of reactions was statistically significant in both cases. Moreover, while the format of posts plays the significant role in case of Instagram, this relationship was found insignificant for Facebook. This study shows some new facts in comparison with previous studies and have practical implications for destination managers.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
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Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2024
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Conference Proceedings – Business Trends 2024
ISBN
978-80-261-1270-9
ISSN
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e-ISSN
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Počet stran výsledku
8
Strana od-do
236-243
Název nakladatele
Západočeská univerzita v Plzni
Místo vydání
Plzeň
Místo konání akce
Plzeň
Datum konání akce
21. 11. 2024
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
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