HOW DO THE NATIONAL TOURISM ORGANIZATIONS USE THE SOCIAL MEDIA?
The National Tourism Organizations (NTOs) are key actors of destination management at national level. The complexity and professionalism of their involvement in tourism management has been growing in recent years, both in the field of the destination marketing and in terms of tourism promotion forms, support for statistics and tourism research. An important impetus and new opportunities for the development of NTO’s activities represent new technologies, especially HDR photo and video, panoramic photos, virtual reality and mobile technologies, including extended reality. These technologies change the NTO marketing (Lange-Faria & Elliot, 2012). New technologies are also part of the social media, the most dynamic element of the current NTO marketing and, more generally, the destination marketing at all geographical levels (Kiráľová & Pavlíčeka, 2015).
Jméno a příjmení autora:
Jan Hruška, Martina Pásková
Social media, national tourism organization, destination, marketing, Facebook
DOI (& full text):
The research was motivated by the growing importance of social media in the marketing of the National Tourism Organizations (NTO). The NTOs of the top ten most successful countries according to the…více
The research was motivated by the growing importance of social media in the marketing of the National Tourism Organizations (NTO). The NTOs of the top ten most successful countries according to the number of international tourists in 2016 were selected as a research sample for analysis of the way, intensity and effectivity of the social media use in the destination marketing. The social media selected for above-mentioned analyses were Facebook, YouTube, Twitter, Flickr, Instagram, Pinterest, Google+ and Snapchat. The data collected for the analysis were publicly available data found on the NTO websites and in their social media accounts. The quantitative features of these NTO accounts (number of fans, number of their contributions, number of subscribers’ responses), their management (especially the response to user contributions and inclusion of users of generated content) and the concept and focus of contributions generated by the NTO were evaluated and mutually compared. The analysis of the social media use by the NTOs of the ten selected countries has pointed out the importance of the social media role in their destination marketing. The selected NTOs use predominantly Facebook, YouTube, Twitter, and Instagram accounts, but only a few of them perform high quality management of these accounts. British, Italian and Mexican NTOs use the social media most, while Thailand and Turkey NTOs use them least. In addition to YouTube and Facebook, Instagram has shown a great potential for the systematic destination marketing exercised by the NTOs, as it has a significant advantage over still yet dominant Facebook in the posting view for all subscribers.