BUILDING REPUTATION AND SOCIAL MEDIA – HOW EFFECTIVELY DO ATTRACTIVE EUROPEAN TOURIST DESTINATIONS COMMUNICATE ON THEM? *

. 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.


Introduction
The widespread use of social media enables easy access to user-generated information and can shape travel intentions. Their influential role in tourism and recreation marketing is thus widely recognized (Lim et al., 2020). Social media help build, produce or even shift the narratives of historic places and tourist destinations through visual and textual information as contextualized content promoted there (Pietrobruno, 2021). Social media and storytelling also contribute to the conservation of historic urban landscapes and attributed heritage values through the narratives shared (van der Hoeven, 2019). Their users, who are perceived as storytellers, may influence perception and buying behaviour of other people, and can co-create brands, including tourism destination brands (Lund, Cohen and Scarles, 2018). These storytellers significantly increase engagement of other social media users, destination brand image and visits intentions (Pachucki, Grohs and Scholl-Grissemann, 2021). On the other hand, social media users and their posts can as well harm and co-destruct destinations´ reputation (Lund, Scarles and Cohen, 2019). Good destination reputation affects visit intention (Su, Lian and Huang, 2020), and as there is a significant relationship between tourists´ prior knowledge and the reputation of the destination, effective marketing strategies focused on providing relevant information about the destination play a crucial role (Yamashita and Takata, 2020). Marketing strategies, especially in the current highly dynamic and competitive corporate environment, are an important part of corporate strategies (Straková et al. 2018(Straková et al. , 2021bShevyakova, Munsh and Arystan, 2019;Onete, Vargas and Chita, 2020;Gavurova et al. 2022). A trustworthy destination brand is built on the basis of culture involvement, destination brand identification, and good reputation (Molinillo, Japutra and Ekinci, 2022). Given that in the world of social media, online posts of both the destination management organisations and visitors can alter travel and visit intentions, social media can be considered a challenge, as well as a strategic tool for a destination brand building (Iglesias-Sánchez, Correia and Jambrino-Maldonado, 2019).
The goal of the paper is to evaluate the use of social networking sites Instagram, YouTube and Twitter by attractive European urban tourist destinations for marketing communication related to building reputation in tourism by means of their official profiles. Subsequently, such destinations will be identified whose profiles can be evaluated as best managed and administrated on the basis of their activity and user interaction on the above social networking sites.
To achieve the goal set, the following research questions are formulated: RQ1: What is the activity of individual examined destinations on their official social media profiles (Instagram, YouTube, Twitter) focused on building a given city´s reputation as an interesting European tourist destination? RQ2: Which of the European destinations examined report the highest annual average number of interactions of social network users per one post published on the official profile on Instagram, YouTube and Twitter?

The use of social media for communication
The dynamic development of the Internet at the end of the 20th century and its gradual transformation into mass media brought modern, previously unknown forms of the communication to mankind. Many early social portals focused on connecting people with each other through virtual chat rooms. User profiles became a major feature of social networking in the late 1990s, allowing users to compile their own list of 'friends' and to search for other socially connected Internet users with the same or similar interests. However, the intention of today's users is no longer just to connect with each other and share personal information and opinions, as it was in the mid-1990s. Today, social networks are an effective tool for sharing media content -both news and journalistic (Rogers, 1986;Buhalis and O´Connor, 2015;Lindgren, 2017;Knoke and Yang, 2007;Aichner et al., 2021;Fakunle and Ajani, 2021).

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ISSN 2345-0282 (online) http://jssidoi.org/jesi/ 2022 Volume 10 Number 1 (September) http://doi.org/10. 9770/jesi.2022.10.1(26) 469 As stated by Kemp (2022), in January 2022, the world population reached 7.91 billion, of which 4.95 billion (62.5%) are Internet users. The latest data from 2022 shows that there are more than 4.62 billion social media users. The three most popular social media platforms in the global ranking are WhatsApp, Instagram and Facebook. TikTok app saw the most dynamic increase, which made it the most downloaded mobile application in the world. Facebook is still one of the most widely used social media platforms in the world, with 2.91 billion users as of October 2021. Over the past year, Facebook's user base has grown by 6.2 percent (+170 million users) despite still being blocked in China. The fourth place at the global level is occupied by Instagram, which has seen one of the fastest growths of all platforms over the past year. The number of Instagram's users has grown by more than 6 % (+85 million users) in the last 90 days alone, and the rate of growth continues to accelerate. Over the last year, YouTube has narrowed Facebook´s lead. The number of this platform´s users is growing almost twice as fast as Facebook. The total number of active users of YouTube is 2.56 billion people. YouTube's ads reach over 2.5 billion users. However, it is definitely worth mentioning that in the last 12 months, this number increased by 11.9 percent (+ 271 million users). Social media have contributed greatly to tourism awareness by providing easy access to information and recommendations from experienced travellers and the locals (Buckley et al., 2015). Each platform is slightly different, allowing for various features a user can enjoy and a company can use for its marketing communication. Facebook enables communication in several ways, including private and public messages, using walls, groups, events, posting photos, stories, videos (Pempek, Yemolayeva and Calvert, 2009;Menon, 2022). Similarly, WhatsApp provides a platform for communication, chatting, sharing ideas, and audiovisual content, only a telephone number is required (Jabbar et al., 2020;Kurniawan et al., 2019). Instagram allows for sharing audio-visual content, communication, with the focus on visuals (Guizzo, Canale and Fasoli, 2021). TikTok enables viewing, creating, and commenting on videos (Montag, Yang and Elhai, 2021), while YouTube is a platform focused on videos, providing also incidental learning and commenting (Lange, 2018), while Twitter is a platform enabling sharing short messages, so-called tweets, detects the trending topics globally or in a specific corner of the world (Umakanth and Santhi, 2020; Asgari-Chananghlu, Nikzad-Khasmakhu and Minaee, 2020).
Among other things, social media has become a tool for selling and buying tourism services (Horvath et al. 2021. The growing need for people to socialize, interact and make new contacts has shifted to social media platforms such as Facebook, Twitter and YouTube, and there are other online platforms that have influenced decisions on tourism activities. Today, many consumers appreciate social media for the richness and diversity of the experience. Therefore, potential customers make a purchase decision just after interacting on social media and exchanging different opinions on blogs, forums and recommendation platforms such as TripAdvisor (Manoliu, 2014).

Social media in context of destinations and their management
In a sequential choice experiment, respondents were asked to choose a preferred European city destination for their next vacation from a given set before and after they were provided some information about the destination image by a social network member. It was found that destination image based on social media extends knowledge and influences the choice behaviour. When tourists do not have a prior destination image, the effect is even stronger (Pan, Rasouli and Timmermans, 2021;Gavurova et al. 2020;Gavurova et al. 2021a,b). Using methods triangulation including a qualitative content analysis of social media posts, it was found that social media can help sharing the narratives and values of a given city, thus changing the common perception of it (van der Hoeven, 2019). Another qualitative content analysis of tweets on Twitter revealed that the destination management organizations (DMOs) and influencers play an important role in the identity formation process. As there is a relationship between tourism products associated with the nature, culture, weather etc. and the destination image, DMOs can project the destination image with fewer resources used for the communication of popular products while managing the potential of specific local aspects and brands (Garay, 2019;Vasanicova et al. 2021a,b). Based on the sociological concepts of storytelling, performance, performativity as well as mobility, destination brand stories can circulate among users of social media and increase their engagement. DMOs need to be active in both the online and offline world, maintain interaction, cooperate with users, and co-create the stories with them (Lund, Cohen and Scarles, 2018). As stated by Diniati et al. (2022), some destinations cooperate with influencers who emphasise the digital content to attract the attention, build brand awareness and attract interest of potential tourists, as well as to modify their behaviour by providing information as found through the method triangulation, such as in-depth interviews, non-participant observation and reviewing documents including Social Blade statistics and Instagram content of a glamping site in Indonesia during the Covid-19 pandemic. The content themes highlighted mainly activities and views, health, infographics, giveaways, or product-related content Peralta (2019) used a narrative analysis to evaluate the potential and effectiveness of travel blogs and vlogs shared on Facebook for promoting destinations and their image. The results of this analysis applied in the Philippines show that the perception of destination can be changed by a projected destination image (Peralta, 2019).

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A link between online reputation of the top 5 tourism destinations, namely Spain, France, Germany, United Kingdom and USA and their competitiveness was studied by Iglesias-Sánchez, Correira and Jambrino-Maldonado (2019) through the implementation of two social media analytic tools -Social Mention and Mention. The analysis included sources, online presence, sentiment, engagement, topics and influence of the destinations based on their Facebook and Twitter profiles. Finally, a combination of quantitative methods was proposed (Iglesias-Sánchez, Correira and Jambrino-Maldonado, 2019). Another analytical tool, Netvizz, was used to collect data on the content published on Facebook to examine three destinations: Hong Kong, Japan and South Korea. Text mining and thematic coding analysis for the content analysis and also statistical methods were used to examine the effects of photo posts. Notably, each destination has its own marketing strategy with different image content, where the interactions between destination and image themes were found statistically significant. The themes were divided into 11 categories including e.g., modern architecture/object, historical architecture/object, town/landscape, nature/landscape, festival/habits/entertainment, food/restaurant (Song, Park and Park, 2021). A sentiment analysis based on reviews on TripAdvisor for the city of Marrakech was conducted to explore the fundamental topics and sentimental polarity of the destination regarding its negative online reputation. The most negative aspect identified was the citizen´s behaviour followed by shopping experience. The knowledge of the main reasons for a bad reputation is necessary in order to remedy it and reduce tourists´ dissatisfaction (Ali et al., 2021).

Data and methods
For the purpose of selecting popular tourist urban destinations in Europe the paper is focused on, we used the methodology of determining the most attractive European destination for the year 2020 according to the number of bed nights. The results released on the portal Statista (2022) include a total of 13 European tourist destinations with the highest number of bed nights for the year 2020 (foreign and domestic tourists). The results for individual destinations, which are further processed within this research, are presented in Table 1. Source: Statista (2022) In the next step, official and active accounts on social media were carefully searched for all 13 European destinations analysed. Social media selected for the analysis include Instagram, YouTube and Twitter. This set of social media combines graphical content, video and textual content, a large number of active users, and are also among the currently popular online marketing communication tools in the tourism sector, which is the reason why they were chosen for the analysis. The names of individual analysed destinations´ official profiles on social media are presented in the Results chapter. For all accounts on individual social media, the year when the first post was published was sought.

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Next, the following data were collected for individual accounts using the online tool Social Blade (2022) The date to which the above data were collected was 7 April 2022. The data obtained were then tabulated. The initial order of destinations in individual tables is based on Table 1, i.e. the ranking of destinations according to the number of bed nights. The presented values concerning the activity on social media (see Table 2-4) are as of the aforementioned date (7 April).
To determine the effectiveness of published posts (images, videos, textual posts) for individual examined destinations, the index of Social Media Effectiveness (SME) was created. In addition to the number of published posts, the index also considers the period for which the individual destination profiles active on the examined social media (i.e. from their creation to 2022). The results of the index thus indicate the average level of effectiveness of individual profiles of analysed destinations for one year according to the substituted variable. After substituting relevant values (number of likes, views, followers, or subscribers), the result of the index shows the average annual increase in a given variable per 1 published post, e.g. the number of new subscribers, likes, or views (see Table 5). The above process is shown in the example of London and its Instagram profile:

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(2) Aggregate online activities of individual destinations on analysed social networks were evaluated using the ranking method, specifically the multicriteria ranking method. For each social media, the ranking of destinations was determined according to several variables on the basis of calculated SME values (Table 5) Table 6).

Instagram
The growing popularity of graphic and video content on Instagram (launched in 2010) was an incentive for some of the analysed European destinations to create official profiles in 2012. The first posts to entice potential visitors by means of their official Instagram profiles were published by Paris, Vienna and Stockholm, followed e.g. by London and Berlin in the next year. However, there are also destinations that started to use this social network relatively late compared to other destinations, e.g. Prague, Amsterdam, Istanbul, or Munich (see Table 2).
About half of the official profiles use also the word "visit" together with the name of the given destination. This is supposed to clearly indicate what kind of content Instagram users will find there. From its launching until April 2022, most posts were published on the profiles "Visit Stockholm" and "I amsterdam" (Amsterdam). These profiles thus show some of the most aggregate values of "likes", which exceeds 21 million in the case of Stockholm. However, the first position in terms of the highest number of "likes" and "followers" is occupied by the profile "Visit London". Although this profile was the one with the highest number of posts, nearly 3,5 k photos or videos have got more than 31 million likes since 2013. This profile, as the only one of the analysed accounts, has more than 1 million followers. For the Instagram account of Istanbul, the data are available until the end of February 2022, after that, the account was removed for unknown reasons, although on the official tourist website of Istanbul, there is a link to this already not existing profile. Istanbul further communicates its graphic content primarily through Twitter.

YouTube
The general increase in the video content published on YouTube was closely related mainly to its takeover by Google at the end of 2006. In the first period, YouTube accounts of Berlin and Stockholm were created (2005, or 2006). Other popular European destinations started to create their profiles mainly in the years 2007 -2010. The highest number of videos published on YouTube was recorded in the case of Madrid, which has shared more than 750 videos with the users of this platform since 2008. However, the highest effectiveness to the overall number of views was recorded in the case of Vienna´s account. Almost three hundred videos have had nearly 48 million views and more than 35 k subscribers since 2007 (see Table 3).
Rather little attention is paid to YouTube as a communication channel for building a reputation of an attractive tourist destination by the destination management of Istanbul, Prague and Frankfurt. The profile of Istanbul was created in 2018; and there is not much content and both the number of views and subscribers is very low. In the case of Prague, almost 160 published videos have only 459 k views, which is highly below-average value compared to the accounts of other destinations. Frankfurt, along with Istanbul, has the lowest number of subscribers to the published videos.

Twitter
Twitter The highest activity is recorded on the profiles of London and Paris. Both profiles also have a high number of followers, which is almost 700 k Twitter users in the case of London. In contrast, the profiles of Frankfurt or Hamburg show below-average activity in terms of the posts published and the related number of followers. The official profile of Munich, "Simply Munich", was created in 2016; however, not a single post has been published there since then (see Table 4).
When comparing the content published by the destinations on Instagram and Twitter, it can be stated that in most cases, the same multimedia content appears on both social networks. However, Twitter posts put more emphasis on the textual part of the post, including the possibility to insert various hypertexts thematically related to a given post.   Table 5 shows the evaluation of effectiveness of individual analyzed destinations´ profiles in the form of average values for a specific selected variable for one year on the basis of the calculated SME index. In addition to the number of published posts, likes, views of video content, and followers, also the period was considered for which the individual destination profiles are active (i.e. from their creation until the year 2022, when their profile was analyzed). As for Instagram, the highest level of effectiveness was detected for the "Visit London" profile.

Destinations ranking in terms of effectiveness when building reputation on social networks
The ranking of all analysed destinations in terms of all examined factors related to building their reputation in the online environment of Instagram, YouTube, and Twitter is clearly specified in Table 6 on the basis of values presented in Table 5. In Table 6, the individual destinations are also primarily ordered by their ranking of leading destinations for the year 2020 according to the number of bed nights.   Based on the calculated average values for all three social media and subsequent ranking for individual monitored factors (see Table 6), an average value was calculated for all positions of individual destinations. The calculated values enabled the final ranking in terms of using official profiles of tourist destinations on social media to attract their users. The factors considered were thus the number of years of active use of the profile and the ability to get likes for individual posts, views of published videos, and attract new followers. From this perspective, the most successful profiles on Instagram, Twitter, and YouTube were London, Prague, Paris, Vienna, and Amsterdam. The last positions of the ranking were occupied by the official tourist profiles of Hamburg, Rome, Frankfurt, or Istanbul.

Discussion
In general, according to the findings presented in this research, the analysed destinations are most active on Twitter in terms of the total number of posts. Of all the social media analysed, Twitter appears to be the most popular microblog platform very valuable for tourism. In the last decade, its use in this sector has become more popular, with regard to the possibility of using this media in crisis communication and terrorist attacks the destinations might face (Ćurlin, Jaković and Miloloža, 2019). Social media also play an important role in evaluating the attractiveness of tourism destinations in terms of health safety and trust they build by providing information about a given destination (Țuclea, Vrânceanu and Năstase, 2020). On the other hand, social media are also an important tool for promoting destinations and events that take place there (Pino et al, 2018).
However, there shall be mentioned the importance not only of the intensity of using social media by destination management companies but also how they manage to attract and engage followers, subscribers or other users of these platforms. The intensity of using social media has a positive effect on brand awareness, which affects also brand equity and destination image (Stojanovic, Andreu and Curras-Perez, 2018). However, the engagement of social media users, e.g. the number of likes and comments, is also determined by the visual content, which can be subsequently reflected in the effectiveness of marketing in this environment (Song, Park and Park, 2021). Social media are important in enhancing brand image, but they are also a strategic platform for achieving tourist engagement (de las Heras-Pedrosa et al., 2020). For example, the highest average annual number of interactions with Instagram users in terms of the average number of likes per one post is shown by London, Barcelona and Amsterdam, while Rome shows the lowest numbers. The highest average number of new followers per one Instagram post was also recorded in the case of London, while the worst results in this metric are achieved by Rome, Istanbul and Hamburg. Destination management organizations can facilitate the interaction between the destination management, stakeholders and tourists, which may lead to destination value co-creation as well as marketing innovations (Straková et al. 2020(Straková et al. , 2021a(Straková et al. , 2021c. Social media can be used to evaluate the performance of destination management and the effects of the used destination strategy through audience size, user-generated content, as well as interaction (Trunfio and Della Lucia, 2018). Tourists can consider all content shared on a social media, although some of them might prefer the content created by other tourists. This may even strengthen the effect of using these tools for destination marketing and encourage potential tourists to experience something similar to what other individuals that have shared some posts from given destinations already experienced (Dedeoğlu et al., 2019).

Conclusions
The goal of the paper was to evaluate the use of social media Instagram, YouTube and Twitter by attractive European tourist destinations for marketing communication concerning building their reputation in the tourism sector. The research focused on 13 popular European urban destinations with the highest number of bed nights in 2020 and data from official profiles of these destinations on the above social media. In terms of the published content, the results show that while the most active profiles on Instagram are Stockholm and Amsterdam, the highest number of videos on YouTube is posted by Madrid. Twitter is most commonly used for communication by the official profiles of London and Paris.
However, 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. For example, on the Instagram social media, the highest degree of effectiveness is shown by the Visit London profile, with the annual average number of likes and new followers per post being more than 1,000 likes and almost 40 new followers. On YouTube, the highest average annual number of views was achieved in the case of videos published by Vienna and Prague, although these destinations published a lower total number of videos than other important destinations. In terms of the overall evaluation of building reputation using social media, it can be stated that the official profiles of London, Prague, Paris, Vienna and Amsterdam show the most effective communication.
Official tourist profiles of Hamburg, Rome, Frankfurt and Istanbul occupy the last positions of the ranking.