Consolidating Social Media Strategies

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    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.
    Original languageEnglish
    Title of host publicationProceedings of the 5th International Conference of Destination Branding And Marketing (DBM-V)
    EditorsLeonardo (Don) A.N. Dioko
    Number of pages15
    Place of PublicationMacau
    PublisherInstitute for Tourism Studies
    Publication date2014
    ISBN (Print)9789993751373
    Publication statusPublished - 2014
    Event5th International Conference on Destination Branding and Marketing - Macau S.A.R., China
    Duration: 3 Dec 20145 Dec 2014
    Conference number: 5


    Conference5th International Conference on Destination Branding and Marketing
    CityMacau S.A.R.
    Internet address

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