Volume 8 - Volume 8
ANALYSIS OF SOCIAL NETWORKS AS AN INSTRUMENT OF COMMUNICATION IN THE TOURIST DESTINATIONS OF ALGARVE
Abstract
The future of social media and the ability to measure its impact has generated much debate as
companies have adopted the use of social media platforms to communicate their products. The
calculation of this impact can be a complex task but the entity that does not do so will jeopardize its ability to demonstrate the full benefits of its business. Consumers now have the opportunity to
comment on their experiences and opinions in these social media and hope to participate in a
conversation with the brand. This fact has gained even more impact in the tourism sector due to the
great influence that other opinions and experiences have on the tourist's choice. Thus, the tourist
offer must now build its strategies incorporating this dialogue and measuring the impact on its
brands to make the right strategic and tactical decisions. Thus, in this study the activity and
effectiveness of official social networks by the different tourist areas of the Algarve was analyzed,
through the measurement of indicators obtained through the online analysis tool Fanpage Karma.
In the results, Facebook stands out as the main social network of the Algarve tourist destinations in
which all the municipalities actively participate in said network, generating a very good
commitment or engagement, thus improving the image and reputation of said destinations. Also
note the scarce presence and engagement of Twitter and the importance of images and videos in the
social networks of the tourism sector.
Paper Details
PaperID: p 4476-4494
Author's Name: Miguel Angel Sánchez Jiménez, Marisol B. Correia and Nelson de Matos
Volume: Volume 8
Issues: Volume 8
Keywords: Tourism, marketing, social networks, ROI, engagement.
Year: 2018
Month: September
Pages: 4476-4494