0000000000451684
AUTHOR
Enrique Oltra
Harnessing stakeholder input on Twitter: A case study of short breaks in Spanish tourist cities
Abstract Knowledge of how destination marketing organisations (DMOs) use Twitter is still limited. This study aimed to assess how DMOs' Twitter activity affects hotel occupancy in short-break holidays. Key dimensions of Twitter that may affect hotel occupancy in tourist destinations were first identified. A longitudinal study using data for 10 Spanish DMOs was conducted to forecast hotel occupancy. Twitter application programming interfaces were used to gather data on tweets by DMOs and retweets and likes by users. Text mining was used to analyse the tweets by DMOs, differentiating between tweets related to events, attractions, socialisation, and marketing. Data were analysed using artifici…
@DMOs Promote Hotel Occupancy in Tourist Destinations: An Abstract
Destination marketing organizations (DMOs) are aware of Twitter’s relevance, and they have now integrated Twitter into their own websites (Luna-Nevarez and Hyman 2012). Because of their growing practical importance, social media have become strong allies for tourism destinations. Social media are used by both tourists and providers (Leung et al. 2013), so research is needed to show social media’s direct contribution to the tourism sector. To improve our knowledge of the effect of social media in tourism, this study examines how DMOs’ use of Twitter affects hotel occupancy in tourist destinations. Our conceptual framework presents a model of the links between predictors of tourist occupancy …