Online communication in Spanish destination marketing organizations: the view of practitioners

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• dc.contributor.author Fernández Cavia, Josep, 1963-ca
• dc.contributor.author Marchiori, Elenaca
• dc.contributor.author Haven-Tang, Claireca
• dc.contributor.author Cantoni, Lorenzoca
• dc.date.accessioned 2017-09-04T15:24:11Z
• dc.date.available 2017-09-04T15:24:11Z
• dc.date.issued 2017
• dc.description.abstract Information and communication technologies (ICTs) have had a significant impact on both the travel and tourism experience and industry. In particular, destination marketing organizations (DMOs) have found ICT a powerful ally to harmonize and coordinate the activities of local stakeholders as well as to reach travellers. The aim of this research is to analyse destination brand communication strategies, especially those applied to online communication (official websites, social media and mobile applications). Data were collected from Spanish destinations – regions, provinces and cities – via an online survey addressed to destination brand and communication managers. Results show that destination brand communication is not fully standardized or professionalized yet; online tools (websites, social media and mobile applications) are used tactically and not strategically and the usefulness of social media and official websites is clearly more appreciated by DMO managers than the usefulness of mobile applications.
• dc.description.sponsorship This research work has been partially funded by the project ‘‘Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)’’ (CSO 2011-22691), of the Ministry of Economy and Competitiveness of the Spanish Government. More information can be found at www.marcasturisticas.org (available only in Spanish).
• dc.format.mimetype application/pdfca
• dc.identifier.citation Fernández-Cavia J, Marchiori E, Haven-Tang C, Cantoni L. Online communication in Spanish destination marketing organizations: the view of practitioners. Journal of Vacation Marketing. 2017; 23(3):264-73. DOI: 10.1177/1356766716640840
• dc.identifier.doi http://dx.doi.org/10.1177/1356766716640840
• dc.identifier.issn 1356-7667
• dc.identifier.uri http://hdl.handle.net/10230/32739
• dc.language.iso eng
• dc.publisher SAGE Publicationsca
• dc.relation.ispartof Journal of Vacation Marketing. 2017; 23(3):264-73
• dc.relation.projectID info:eu-repo/grantAgreement/ES/3PN/CSO2011-22691
• dc.rights The final, definitive version of this paper has been published in Journal of Vacation Marketing, 23/3, April/2016 by SAGE Publications Ltd, All rights reserved. © The Author(s) 2016
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.subject.keyword Destination brand
• dc.subject.keyword DMO
• dc.subject.keyword Mobile application
• dc.subject.keyword Online communication
• dc.subject.keyword Social media
• dc.subject.keyword Web marketing adoption
• dc.subject.keyword Website
• dc.title Online communication in Spanish destination marketing organizations: the view of practitionersca
• dc.type info:eu-repo/semantics/article
• dc.type.version info:eu-repo/semantics/acceptedVersion