Consolidating Social Media Strategies

Szilvia Gyimóthy, Ana Maria Munar, Mia Larson

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Resumé

This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.
OriginalsprogEngelsk
TitelProceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V)
RedaktørerLeonardo (Don) A.N. Dioko
Antal sider14
Vol/bind1
ForlagInstitute for Tourism Studies, Macao
Publikationsdato2014
Udgave1
Sider154-168
ISBN (Elektronisk)978-99937-51-37-3
StatusUdgivet - 2014
BegivenhedInternational Conference on Destination Branding and Marketing - Macau, Kina
Varighed: 3 dec. 20145 dec. 2014
Konferencens nummer: 5
http://destinationbranding.org/

Konference

KonferenceInternational Conference on Destination Branding and Marketing
Nummer5
LandKina
ByMacau
Periode03/12/201405/12/2014
Internetadresse

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Social media
Tourism
Event management
Comparative analysis
Destination management
Scenarios
Strategic change
Nordic
Theoretical framework
Digital media
Consolidation
Conceptual framework
Value co-creation
Tactics
Integrated

Citer dette

Gyimóthy, S., Munar, A. M., & Larson, M. (2014). Consolidating Social Media Strategies. I L. D. A. N. Dioko (red.), Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V) (1 udg., Bind 1, s. 154-168). Institute for Tourism Studies, Macao.
Gyimóthy, Szilvia ; Munar, Ana Maria ; Larson, Mia. / Consolidating Social Media Strategies. Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). red. / Leonardo (Don) A.N. Dioko. Bind 1 1. udg. Institute for Tourism Studies, Macao, 2014. s. 154-168
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Gyimóthy, S, Munar, AM & Larson, M 2014, Consolidating Social Media Strategies. i LDAN Dioko (red.), Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). 1 udg, bind 1, Institute for Tourism Studies, Macao, s. 154-168, Macau, Kina, 03/12/2014.

Consolidating Social Media Strategies. / Gyimóthy, Szilvia; Munar, Ana Maria; Larson, Mia.

Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). red. / Leonardo (Don) A.N. Dioko. Bind 1 1. udg. Institute for Tourism Studies, Macao, 2014. s. 154-168.

Publikation: Bidrag til bog/antologi/rapport/konference proceedingKonferenceartikel i proceedingForskningpeer review

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Gyimóthy S, Munar AM, Larson M. Consolidating Social Media Strategies. I Dioko LDAN, red., Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). 1 udg. Bind 1. Institute for Tourism Studies, Macao. 2014. s. 154-168