Do Social Media Investments Pay Off? Preliminary evidence from Swiss destination marketing organizations

Wozniak, Thomas (Institute of Tourism, Lucerne School of Business) ; Stangl, Brigitte (Faculty of Business, Economics and Law, University of Surrey) ; Schegg, Roland (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis)) ; Liebrich, Andreas (Institute of Tourism, Lucerne School of Business)

ocial media has become a dominant subject in tourism and hospitality research. Given the importance of social media in the customer journey, destination marketing organizations (DMOs) need to understand the effectiveness of their social media activities. This paper analyses the relationship between DMOs’ marketing spending and staffing and various social media key performance indicators (KPIs). We used an online questionnaire to collect data about social media activities and respective marketing budgets of DMOs in Switzerland for the reference year 2014. We also gathered social media KPI figures of the five main social media platforms used by these DMOs (i.e. Facebook, Twitter, Google+, YouTube, and Instagram). Our results suggest that DMOs’ investments in social media (allocated resources for marketing, online marketing, and especially social media) correlate with identified metrics for measuring social media success.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG-VS
Institute:
ITO-Institut de Tourisme
Subject(s):
Economie/gestion
Publisher:
Bilbao, Spain, 2-5 February 2016
Date:
Bilbao, Spain
2-5 February 2016
2016
Pagination:
pp. 267-280
Published in:
Information and Communication Technologies in Tourism 2016 : proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016
DOI:
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2016-10-04, last modified 2019-06-11

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