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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2022-06-10  |  Accepted: 2022-09-05  |  Published: 2022-09-30

Title

Building reputation and social media – how effectively do attractive European tourist destinations communicate on them?


Abstract

The paper focuses on evaluation the use of social media Instagram, YouTube and Twitter by 13 attractive European tourist city destinations for online marketing communication concerning building their reputation in the tourism sector. The following data were collected for all individual social media accounts using the online tool Social Blade: number of uploaded posts/media; number of comments, number of likes/views; number of follower/subscribers. According to the results of the analysis of available data, the quantity of the published content does not automatically mean the high degree of interactions of specific social media users. To determine the effectiveness of published posts (images, videos, textual posts) for individual analysed destinations, the index of Social Media Effectiveness (SME) was created and applied.


Keywords

social media, reputation, tourism, destination, marketing communication, index of Social Media Effectiveness


JEL classifications

L83 , Z32 , D83 , M37


URI

http://jssidoi.org/jesi/article/1007


DOI


Pages

467-482


Funding

This research was supported by the project IVSUPS005, which has received funding from the Institute of Technology and Business in České Budějovice (VŠTE), Czech Republic

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Pártlová, Petra
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Dušek, Radim
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Sagapova, Nikola
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

10


Number

1


Issue date

September 2022


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1192  |  PDF downloads: 588

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