2026-05-28T12:23:33Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/195122026-02-03T11:10:58Zcom_10630_2254col_10630_37953

De-las-Heras-Pedrosa, Carlos Millán-Celis, Elena Iglesias-Sánchez, Patricia Pilar Jambrino-Maldonado, Carmen 2020-05-18T09:27:29Z 2020-05-18T09:27:29Z 2020 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 https://hdl.handle.net/10630/19512 10.3390 / su12104092 This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and 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 provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value. eng open access Turismo Redes sociales Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective journal article