Abstract
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.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V) |
| Editors | Leonardo (Don) A.N. Dioko |
| Number of pages | 14 |
| Volume | 1 |
| Publisher | Institute for Tourism Studies, Macao |
| Publication date | 2014 |
| Edition | 1 |
| Pages | 154-168 |
| ISBN (Electronic) | 978-99937-51-37-3 |
| Publication status | Published - 2014 |
| Event | International Conference on Destination Branding and Marketing - Macau, China Duration: 3 Dec 2014 → 5 Dec 2014 Conference number: 5 http://destinationbranding.org/ |
Conference
| Conference | International Conference on Destination Branding and Marketing |
|---|---|
| Number | 5 |
| Country/Territory | China |
| City | Macau |
| Period | 03/12/2014 → 05/12/2014 |
| Internet address |