Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F22%3A00002479" target="_blank" >RIV/75081431:_____/22:00002479 - isvavai.cz</a>

Výsledek na webu

<a href="https://jssidoi.org/jesi/article/1007" target="_blank" >https://jssidoi.org/jesi/article/1007</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Popis výsledku v původním jazyce

The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied.

Název v anglickém jazyce

Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?

Popis výsledku anglicky

The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50200 - Economics and Business

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Entrepreneurship and Sustainability Issues

ISSN

2345-0282

e-ISSN

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Svazek periodika

10/2022

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

16

Strana od-do

467-482

Kód UT WoS článku

000893658500016

EID výsledku v databázi Scopus

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