RT Journal Article
T1 Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective
A1 De-las-Heras-Pedrosa, Carlos
A1 Millán-Celis, Elena
A1 Iglesias-Sánchez, Patricia Pilar
A1 Jambrino-Maldonado, Carmen
K1 Turismo
K1 Redes sociales
AB This research aimed to provide a more informed and systematic basis on which to developthe positioning strategy in social media due to the interactive capacity and influence that socialmedia has in the success of tourist destinations. In particular, we investigated the role ofstakeholders. We carried out an exploratory study using a mixed method which included interviewsand an analysis of the activity conducted on the official social media accounts (Facebook, Twitter,and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provideinsight into how tourist destinations promote their image through the use of social media. Socialmedia was found to be a strategic platform for enhancing brand image and achieving touristengagement. Additionally, the role of stakeholders in supporting and facilitating the imagedestination strategy is worth highlighting. This study shows that the results achieved by socialmedia can be improved by identifying all stakeholders and defining a content generation strategyby integrating and adding value.
PB Sustainability
YR 2020
FD 2020
LK https://hdl.handle.net/10630/19512
UL https://hdl.handle.net/10630/19512
LA eng
NO de las Heras-Pedrosa, C.; Millán-Celis, E.; Iglesias-Sánchez, P.P.; Jambrino-Maldonado, C. (2020) Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective. Sustainability. 12. 4092
NO FEDER Andalusia Operational Program 2014-2020. Code: UMA18-FEDERJA-148
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026