Uşaklı, Koç, & Sönmez. (2017). How ‘social’ are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6(2), 136-149.https://doi.org/10.1016/j.jdmm.2017.02.001
How do European DMOs use social media to promote and market their destinations?
This article explores social media engagement by the fifty European countries on Instagram, YouTube, Facebook and Twitter. Content was further analyzed according to content, major theme, information type, level of engagement, level of interactivity, promotion and customer service. Among all European destinations, Turkey, Finland, Ireland, Netherlands and Spain were found to have a higher level of engagement, whereas France, Cyprus, Russia, Luxembourg and Norway were found to be more interactive.