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2018, vol. 22, br. 2, str. 81-96
A regional survey of current practices on destination marketing organizations' Facebook pages: The case of EU and U.S.
(naslov ne postoji na srpskom)
aUniverzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo, Srbija
bKovacevic-engineering doo, Banatski Karlovac

(ne postoji na srpskom)
Constantly changing nature of social network sites creates the need for continuous process of online benchmarking for identifying practices used by other parties. Facebook as the most used SNS still plays an increasingly important role as a marketing channel for destination marketing organizations (DMO). This paper explores basic characteristics of the official DMO Facebook Pages in order to quantify and present those characteristics in a regional context on the case of two travel markets (EU countries and U.S. states). The results show inconsistent practices in the EU and the USA. When comparing those two markets most similarities in practices are present in general usage of Facebook Pages, while indicative differences are recorded in terms of Page popularity, some posts' characteristics and most evidently in users' engagement. Understanding the Facebook usage practice under the regional spotlight can help DMOs and other service providers to evaluate their activities and if necessary to harmonize it to regional usage practice.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/22-16673
objavljen u SCIndeksu: 16.08.2018.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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