Consolidating Social Media Strategies

Szilvia Gyimóthy, Ana Maria Munar, Mia Larson

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    Abstract

    This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.
    This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.
    LanguageEnglish
    Title of host publicationProceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V)
    EditorsLeonardo (Don) A.N. Dioko
    Place of PublicationMacau
    PublisherInstitute for Tourism Studies
    Date2014
    Pages154-168
    ISBN (Print)9789993751373
    StatePublished - 2014
    Event5th International Conference on Destination Branding and Marketing - Macau S.A.R., China
    Duration: 3 Dec 20145 Dec 2014
    Conference number: 5
    https://insight.nhtv.nl/wp-content/uploads/2013/11/DBM-V-Call.pdf

    Conference

    Conference5th International Conference on Destination Branding and Marketing
    Number5
    CountryChina
    CityMacau S.A.R.
    Period03/12/201405/12/2014
    Internet address

    Bibliographical note

    CBS Library does not have access to the material

    Cite this

    Gyimóthy, S., Munar, A. M., & Larson, M. (2014). Consolidating Social Media Strategies. In L. D. A. N. Dioko (Ed.), Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V) (pp. 154-168). Macau: Institute for Tourism Studies.
    Gyimóthy, Szilvia ; Munar, Ana Maria ; Larson, Mia. / Consolidating Social Media Strategies. Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). editor / Leonardo (Don) A.N. Dioko. Macau : Institute for Tourism Studies, 2014. pp. 154-168
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    title = "Consolidating Social Media Strategies",
    abstract = "This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyim{\'o}thy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.",
    author = "Szilvia Gyim{\'o}thy and Munar, {Ana Maria} and Mia Larson",
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    Gyimóthy, S, Munar, AM & Larson, M 2014, Consolidating Social Media Strategies. in LDAN Dioko (ed.), Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). Institute for Tourism Studies, Macau, pp. 154-168, 5th International Conference on Destination Branding and Marketing, Macau S.A.R., China, 03/12/2014.

    Consolidating Social Media Strategies. / Gyimóthy, Szilvia; Munar, Ana Maria; Larson, Mia.

    Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). ed. / Leonardo (Don) A.N. Dioko. Macau : Institute for Tourism Studies, 2014. p. 154-168.

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    TY - GEN

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    AU - Munar,Ana Maria

    AU - Larson,Mia

    N1 - CBS Library does not have access to the material

    PY - 2014

    Y1 - 2014

    N2 - This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.

    AB - This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics behind strategic change and concludes with a refined theoretical framework acknowledging diverse strategic scenarios and tactics.

    M3 - Article in proceedings

    SN - 9789993751373

    SP - 154

    EP - 168

    BT - Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V)

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    Gyimóthy S, Munar AM, Larson M. Consolidating Social Media Strategies. In Dioko LDAN, editor, Proceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V). Macau: Institute for Tourism Studies. 2014. p. 154-168.