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Differential Destination Content Communication Strategies Through Multiple Social Media

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Book cover Information and Communication Technologies in Tourism 2016

Abstract

Tourist destinations convey content through social media to communicate their identity and brand. Therefore, based on Spanish destinations, the aim of this paper is to use content analysis to determine if they communicate both their attraction factors and their emotional values via the different platforms, and if different contents are communicated and different communication strategies exist for the different social media. In general, the results show that destinations largely convey their attraction factors, using specific communication strategies according to the type of destination, and that neither strategies for the differential communication of emotional values that distinguish or identify the destinations nor different communication strategies through different social media are observed.

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Acknowledgements

This work was supported by Spain’s Ministry of Economy and Competitiveness [Grant id.: CSO2012-34824 “Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de marca de los destinos”].

Author information

Authors and Affiliations

  1. Communication Research Group (ASTERISC), Rovira i Virgili University, Catalonia, Spain

    Assumpcio Huertas

  2. Department of Business Administration and Economic Management of Natural Resources (AEGERN), University of Lleida, Catalonia, Spain

    Estela Marine-Roig

Authors
  1. Assumpcio Huertas
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  2. Estela Marine-Roig
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Corresponding author

Correspondence to Assumpcio Huertas .

Editor information

Editors and Affiliations

  1. School of Tourism, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

  2. HES-SO Valais, Sierre, Valais, Switzerland

    Roland Schegg

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© 2016 Springer International Publishing Switzerland

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Huertas, A., Marine-Roig, E. (2016). Differential Destination Content Communication Strategies Through Multiple Social Media. In: Inversini, A., Schegg, R. (eds) Information and Communication Technologies in Tourism 2016. Springer, Cham. https://doi.org/10.1007/978-3-319-28231-2_18

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