Exploring best practices for online engagement via Facebook with local destination management organisations (DMOs) in Europe: A longitudinal analysis

Gálvez‐Rodríguez, María del Mar; Alonso-Cañadas, Juana; Haro‐de‐Rosario, Arturo; Caba-Pérez, Carmen

doi:10.1016/j.tmp.2020.100636

Cited by 42 publications

(48 citation statements)

References 69 publications

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“…Different software programs are available for social-media data gathering and quantitative analysis; others are designed to analyze the data from a linguistic point of view, specifically regarding content and emotions [62]. Despite the existence of these, the authors and their research group have developed an ad hoc tool (called "Facebook data model") for this type of research, based on Microsoft technology and previously tested and used in other studies [45,63].…”

Section: Methodsmentioning

confidence: 99%

Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook

Alonso-Cañadas¹,

Galán-Valdivieso²,

Saraite-Sariene³

et al. 2020

IJERPH

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Health organizations, continuously exposed to public scrutiny due to the social relevance of the services provided, have adopted social media to disseminate information about health but also about themselves, and thus, reducing uncertainty and improving communication. In this context, users’ participation in social media has become one of the main indicators of their effectiveness, highlighting the importance of analyzing which factors enhance online engagement. This research extends the number of variables identified in prior studies and analyzes 19,817 Facebook posts from 126 health organizations. Using multivariate linear regression, explanatory results show that economic and organizational attributes, and factors related to the social media posts, both contribute significantly to explain the engagement reached in social media by those organizations. According to our findings, health organizations are not taking enough advantage of social media to engage with their current and potential users. The dissemination of relevant information using visually attractive formats could help draw the attention of consumers, both to reach a higher commitment with the organization and to create value for society.

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Section: Methodsmentioning

confidence: 99%

Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook

Alonso-Cañadas¹,

Galán-Valdivieso²,

Saraite-Sariene³

et al. 2020

IJERPH

Self Cite

View full text Add to dashboard Cite

show abstract

“…The authors used a combination of online resources and open access software, concluding that this methodology can be used for different locations, languages, and topics. The study provides relevant information for destination management offices, allowing them to identify their brands' positioning through sentiments and opinions posted by tourists on travel blogs [42].…”

Section: Tourist Sentiment Analysismentioning

confidence: 99%

“…Objective Methodology [42] Exploring best practices for online engagement via Facebook with local destination management organisations (DMOs) in Europe: a longitudinal analysis…”

Section: Authors Titlementioning

confidence: 99%

Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

2021

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This paper explores the role of social media in tourist sentiment analysis. To do this, it describes previous studies that have carried out tourist sentiment analysis using social media data, before analyzing changes in tourists’ sentiments and behaviors during the COVID-19 pandemic. In the case study, which focuses on Andalusia, the changes experienced by the tourism sector in the southern Spanish region as a result of the COVID-19 pandemic are assessed using the Andalusian Tourism Situation Survey (ECTA). This information is then compared with data obtained from a sentiment analysis based on the social network Twitter. On the basis of this comparative analysis, the paper concludes that it is possible to identify and classify tourists’ perceptions using sentiment analysis on a mass scale with the help of statistical software (RStudio and Knime). The sentiment analysis using Twitter data correlates with and is supplemented by information from the ECTA survey, with both analyses showing that tourists placed greater value on safety and preferred to travel individually to nearby, less crowded destinations since the pandemic began. Of the two analytical tools, sentiment analysis can be carried out on social media on a continuous basis and offers cost savings.

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“…The successful involvement of tourists on social networks requires increased attention to the content, format and timing of posts, as well as the expression of feelings [26]. These aspects lead to the existence of digital skills that, if they do not yet have, then many tourists do try to acquire.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…Considering the travel planning process, as many people have developed skills in using digital technologies, social media gained a major role in helping tourists to choose a travel destination [26].…”

Section: Conclusion and Managerial Implicationsmentioning

confidence: 99%

The Role of Social Media in Health Safety Evaluation of a Tourism Destination throughout the Travel Planning Process

2020

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This research aims at identifying the role of social media in evaluating the attractiveness of a tourism destination, with special emphasis on the health safety of the destination. Consistent with this objective, a survey has been carried out on a sample of 675 Romanian social media users. The research results led to the development of a model based on structural equation modeling. The model includes nine latent variables that were structured taking into account different behavioral aspects related to the role social media has in travel planning, as well as for evaluating the health safety of a tourism destination. The main findings suggest that the trust in social media for tourism information made people become more interested in communicating through this means and to consider it more useful throughout the travel planning process. When choosing a travel destination, the more involved a tourist is in the decision making process, the greater the attention they pay to social media. The perceived usefulness of social media in travel planning has a significant influence on intentions to choose a tourism destination. As the importance assigned to the health safety of tourism destination increases, social media plays a more active role in travel by creating trust in this means in order to obtain sanitary safety information. People that intend to use social media for finding information on the health safety of a tourism destination are more likely to choose that destination for their vacation. The managerial implications of this paper regard the communication strategies adopted by tourism services suppliers or by some public authorities aimed at stimulating an efficient usage of social media so as to increase the buying intentions for tourism destinations.

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Exploring best practices for online engagement via Facebook with local destination management organisations (DMOs) in Europe: A longitudinal analysis

Cited by 42 publications

References 69 publications

Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook

Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook

Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

The Role of Social Media in Health Safety Evaluation of a Tourism Destination throughout the Travel Planning Process

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