Tourspain’s social media strategies and its brand perception by millennials

Sala Moyá, Irene

Tourspain’s social media strategies and its brand perception by millennials

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Citation

Sala Moyá, I. Tourspain’s social media strategies and its brand perception by millennials. 2019. handle: http://hdl.handle.net/10230/44104

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Abstract

The use of social media has become crucial for the survival of brands. Its correct use plays a major role in the brand’s competitiveness and it helps to differentiate and market it. Tourspain, the organism in charge of the creation of Spain image as a destination brand, adapted itself to the new challenges faced by the arrival of the internet and social media networks. Years later, the use of social media by Tourspain is still experimental and much progress has to be made, especially in terms of the ability to interact and engage with users. Despite this, their social media networks are an effective way to transmit their main goal: portray Spain as a country with many different offerings in order to attract quality cosmopolitan travelers.