Facebook or Instagram? Social Media in Tourism Destination Marketing Communication

Abstract

Technologies are considered as one of the greatest global trends, dynamically influencing tourism industry. Social media marketing and platforms such as Facebook and Instagram play an important role in destination marketing communication to attract potential visitors. The aim of this study is to investigate the difference between the Facebook and Instagram and their role in the destination marketing communication on the case of the tourism areas of Central Bohemia, Czechia. The correlation analysis and chi-square tests were used for testing the hypotheses separately for Facebook and Instagram. The results show no significant relationships between the length of posts and engagement rate on both social media, while the relationship between the number of followers and the number of reactions was statistically significant in both cases. Moreover, while the format of posts plays the significant role in case of Instagram, this relationship was found insignificant for Facebook. This study shows some new facts in comparison with previous studies and have practical implications for destination managers.