El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales.

Doxa Comunicación

Francisco Javier Paniagua Rojano¹  Francisco Manuel Pastor Marín¹ 

[1] Universidad de Málaga, España;

关键词: facebook;    tourism;    destinations;    cities;    interaction;   

DOI  :  10.31921/doxacom.n30a14

来源: DOAJ

【 摘 要 】

Theobjectofstudyofthisworkistheanalysisofdifferenttouristdestinations’communicationstrategythatisappliedtoFacebook.More specifically, the activity, the capacity to generate a community andinteraction,whatthemescontributetoit,andwhatformatspredominateareexamined.Itisbasedonthehypothesisthatterritoriescanachievehigherperformancefromtheirpresenceonsocial media. As a methodological technique, it proposes the content analysis of the official pages of the destinations included in the study “CityTourismPerformanceResearch”(UNWTOandWTCF,2017).The study provides success stories in urban tourism; Malaga is one of these as it is the fastest-growing urban destination in Spain. 2 217 shared posts are analysed between February and April 2019 on the pages of the following cities: Antwerp, Berlin, Bogota, Buenos Aires, Copenhagen,CapeTown,Hangzhou,Linz,Malaga,Marrakech,Beijing, Seoul, Sapporo, Tianjin, Tokyo, and Turin.The conclusion isthatthethemesthatgeneratethemostreactionsarethosethatcorrespondtovisualelementsandthedifferentiatingattributesofthe destinations. It is also confirmed that the territories maintain a more intuitive rather than strategic presence on Facebook.

【 授权许可】

Unknown