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Practice of Online Marketing with Social Media in Tourism Destination Marketing: The Case Study of VisitSweden, Sweden
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 30 credits / 45 HE creditsStudent thesis
Abstract [en]

Purpose: The paper seeks to provide insights into the application of internet communication technologies with social media in tourism industry from the perspectives of destination marketing organizations (DMOs), evaluating their effectiveness for tourism destination marketing management. The specific purpose is to uncover the important role online marketing with practice of social media to build the destination brands and engage the audience to reach potential visitors.

Design/methodology/approach: Qualitative case-study method generates understanding of approach on digital innovation in DMOs’ marketing. In-depth interview allows exploration of how online marketing strategies with practice of social media used in destination branding processes and engagement of the audience.

Findings: DMOs need to realize the role online marketing and social media activities in marketing tourism destination and engage the audience to reach the potential visitors. Social media as one of internet communication options is an area of growth in the online marketing communication 

DMOs need to emphasize the wide participation in online marketing and social media activities to achieve benefits. DMOs have to be in the place where the visitors are. Integrating online marketing and social media activities with traditional marketing is an essential marketing strategy for today’s DMOs.

Practical implications: Understanding the role of online marketing and social media in building destination brands and creating audience’s engagement may contribute to the success of marketing strategies and correspondingly to the destination’s ability to increase the competitiveness.

Research limitations/implications: This study offers the contributions to the need of creating online marketing strategies and leveraging social media activities. However, it probably suffers from the fact that it has been conducted in a specific DMO. Therefore it would be evaluated in comparison with the results of other DMOs to generalize the patterns.

Originality/value: The study contributes to debates on the use of social media in destination marketing, the value of the study lies in a new approach to the role of online marketing and social media focusing on building destination brands 

Place, publisher, year, edition, pages
2011. , 64 p.
Keyword [en]
Online marketing, Social media, Destination Marketing Organizations (DMOs), VisitSweden
National Category
Business Administration
URN: urn:nbn:se:sh:diva-9261OAI: diva2:424450
Subject / course
Tourism Studies
Social and Behavioural Science, Law
Available from: 2011-06-20 Created: 2011-06-17 Last updated: 2011-06-20Bibliographically approved

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Master dissertation in Tourism studies(1849 kB)6820 downloads
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Type fulltextMimetype application/pdf

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