0000000000798071
AUTHOR
Jenely Dayana Villamediana-pedrosa
Predictors of tourist engagement: Travel motives and tourism destination profiles
Abstract The aim of this study is to investigate the influence of travel motives and regional tourism destinations on positive/negative engagement with a destination management organisation (DMO). According to previous literature, travel motives were classified as push and pull motives, and regional tourism destinations were classified by tourist demand behaviour. To achieve the objective, the totality of posts about regional tourism destinations published on the Brand Spain's Official Facebook Fanpage during a year were analysed (418), along with audience reactions (127,750), comments (3219) and shares to such posts. A content analysis was performed, with a regression analysis (optimal sca…
Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis
The objective of this research is to identify which are the key variables for designing a message in a social network that can be used by an advertiser to generate Positive/Negative Engagement. The...