El uso de Facebook como herramienta de comunicación turística en los grandes destinos urbanos internacionales.

• Main Authors: Francisco Manuel Pastor Marín, Francisco Javier Paniagua Rojano
• Format: Article
• Language: English
• Published: Universidad CEU San Pablo 2020-06-01
• Series: Doxa Comunicación
• Subjects: facebook; tourism; destinations; cities; interaction
• Online Access: https://repositorioinstitucional.ceu.es/bitstream/10637/10835/1/es_m5_stamped.pdf

The object of study of this work is the analysis of different tourist destinations’ communication strategy that is applied to Facebook. More specifically, the activity, the capacity to generate a community and interaction, what themes contribute to it, and what formats predominate are examined. It is based on the hypothesis that territories can achieve higher performance from their presence on social media. As a methodological technique, it proposes the content analysis of the official pages of the destinations included in the study “City Tourism Performance Research” (UNWTO and WTCF, 2017). The study provides success stories in urban tourism; Malaga is one of these as it is the fastest-growing urban destination in Spain. 2 217 shared posts are analysed between February and April 2019 on the pages of the following cities: Antwerp, Berlin, Bogota, Buenos Aires, Copenhagen, Cape Town, Hangzhou, Linz, Malaga, Marrakech, Beijing, Seoul, Sapporo, Tianjin, Tokyo, and Turin. The conclusion is that the themes that generate the most reactions are those that correspond to visual elements and the differentiating attributes of the destinations. It is also confirmed that the territories maintain a more intuitive rather than strategic presence on Facebook.