Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
#VisitOurCountry: Nationella turistorganisationers användning av sociala medier
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.

Method: The authors used three different methods of research: one structured observation to study the national tourism organizations’ everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO’s underlying strategies and policies about social media usage.

Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.

Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships. Relationship marketing is extra profitable for services such as tourism, and social media provide suitable formats for e-WOM, one of the most trusted sources for information before traveling.

The five NTO examined here are using various social media. All of them use Facebook and Twitter. However, the investigation has shown that only Facebook, and to some extent also Twitter, is used for multi-way communication. Other social media networks are simply used by the NTO as another channel for one-way marketing communications. Although regrettable that they do not fully profit from the opportunities of dialogue that social media offer, there is still value in being visible in different kinds of social media, in part due to the large group of people who use them daily.

Place, publisher, year, edition, pages
2013. , 68 p.
Keyword [sv]
Sociala media, turism
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-23004OAI: oai:DiVA.org:sh-23004DiVA: diva2:711895
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2014-04-14 Created: 2014-04-11 Last updated: 2014-04-14Bibliographically approved

Open Access in DiVA

#VisitOurCountry(1763 kB)321 downloads
File information
File name FULLTEXT01.pdfFile size 1763 kBChecksum SHA-512
a30b6fc7a0618e916d237bc694a4b3053eae78d224572691e28512285300a82284d26f4ebc726905e5667b9cbe2271cd226f50cf6eba28955224ae7e709cc24c
Type fulltextMimetype application/pdf

By organisation
School of Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 321 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 364 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf