Social Media as a Communication Strategy for Regional and Local Tourism: A Portuguese Case Study

Authors

  • Marlene Loureiro University of Trás-os-Montes and Alto Douro

DOI:

https://doi.org/10.34190/ecsm.11.1.2338

Keywords:

social media, social networks, Communication, strategy, tourism

Abstract

Investing in social media should be seen as a strategic asset in communicating and publicising tourism. In fact, more and more social media, especially social networks, are a winning bet for communicating and publicising tourist destinations. Based on these premises, this research aims to answer the following research question: "What is the importance of social media, especially social networks, as a local tourism communication strategy?". To answer this question, we analysed the communication of two local institutions: on the one hand, a local authority, a public institution; and, on the other hand, a local accommodation, a private institution, seeking to analyse how local authority policies use social media to communicate and publicise local tourism. To complement this, the opinion of the tourist public on the impact of social media on their choices was analysed. In this way, we sought to answer the following objectives: 1) to understand the importance of social media for communicating and publicising tourism; 2) to describe the main digital platforms used for communicating and publicising tourism; 3) to ascertain the importance of social media as a strategy for communicating and publicising tourism in Portugal.

The data obtained showed that social networks are increasingly being used by institutions as a strategy for communicating and publicising tourism. On the other hand, they are also a source of advice and decisions when it comes to choosing a tourist destination. On this last point, the opinions shared on social networks and the role of influencers as determining factors in the final decision and choice are particularly important.

 

 

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Published

2024-05-21