Facebook or instagram? Social media in tourism destination marketing communication

dc.contributor.authorŠtumpf, Petr
dc.contributor.authorMoučková, Táňa
dc.date.accessioned2025-02-12T12:35:51Z
dc.date.available2025-02-12T12:35:51Z
dc.date.issued2024
dc.description.abstract-translatedTechnologies 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.en
dc.description.sponsorshipThis work was supported by the University of West Bohemia under Grant SGS-2024-031.en
dc.format8 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.isbn978-80-261-1270-9
dc.identifier.urihttp://hdl.handle.net/11025/58245
dc.language.isoenen
dc.publisherFaculty of Economics University of West Bohemiaen
dc.rights© Authors of papersen
dc.rights.accessopenAccessen
dc.subjectstřední Čechycs
dc.subjectdestinační marketingcs
dc.subjectsociální médiacs
dc.subjectcestovní ruchcs
dc.subjectturistická destinacecs
dc.subject.translatedCentral Bohemiaen
dc.subject.translateddestination marketingen
dc.subject.translatedsocial mediaen
dc.subject.translatedtourismen
dc.subject.translatedtourism destinationen
dc.titleFacebook or instagram? Social media in tourism destination marketing communicationen
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size500220*
local.has.filesyes*

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