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dc.contributor.authorDe-las-Heras-Pedrosa, Carlos 
dc.contributor.authorMillán-Celis, Elena
dc.contributor.authorIglesias-Sánchez, Patricia Pilar 
dc.contributor.authorJambrino-Maldonado, Carmen 
dc.date.accessioned2020-05-18T09:27:29Z
dc.date.available2020-05-18T09:27:29Z
dc.date.issued2020
dc.identifier.citationde 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. 4092en_US
dc.identifier.urihttps://hdl.handle.net/10630/19512
dc.description.abstractThis 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.en_US
dc.description.sponsorshipFEDER Andalusia Operational Program 2014-2020. Code: UMA18-FEDERJA-148en_US
dc.language.isoengen_US
dc.publisherSustainabilityen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectTurismoen_US
dc.subjectRedes socialesen_US
dc.subject.otherTourist destinationsen_US
dc.subject.otherSocial mediaen_US
dc.subject.otherDestination imageen_US
dc.subject.otherStakeholdersen_US
dc.titleImportance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspectiveen_US
dc.typeinfo:eu-repo/semantics/articleen_US
dc.centroFacultad de Ciencias de la Comunicaciónen_US
dc.identifier.doi10.3390 / su12104092


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