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Does Social Media Help or Hurt Destinations? A Qualitative Case Study

Siegel, Lauren, Tussyadiah, Iis and Scarles, Caroline (2019) Does Social Media Help or Hurt Destinations? A Qualitative Case Study e-Review of Tourism Research.

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Smartphone technology has changed the scope of onsite travel behaviors and photographing practices. This paper explores the destination response of the Tourist Board of Vienna with their “anti-hashtag” marketing campaign, aimed at encouraging visitors to go offline while traveling in the city. Through a series of interviews, the motivations for the campaign, along with the initial approaches and outcomes for the campaign are studied using narrative analysis. The results indicate a positive response to the campaign, and potential models for similar destinations to manage similar visitor social networking and photographic behaviors are considered. Additionally, there are both academic and industry implications discussed.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Date : 31 October 2019
Copyright Disclaimer : This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
Uncontrolled Keywords : sustainable travel, social responsibility, social media, travel photography, social networking sites, Instagram
Depositing User : James Marshall
Date Deposited : 31 Jan 2020 09:50
Last Modified : 31 Jan 2020 09:50

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