Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability

IF 2.5 Q3 MANAGEMENT
Araceli Galiano-Coronil, Sofía Blanco-Moreno, L. Tobar-Pesantez, Guillermo Antonio Gutiérrez-Montoya
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引用次数: 1

Abstract

PurposeThis study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility.Design/methodology/approachThe methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour.FindingsThe results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific.Originality/valueThis study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.
旅游管理者的社会媒体影响:幸福感、社会营销和可持续性的决策树方法
本研究旨在从社会营销、积极情绪和西班牙旅游目的地选择的主题来展示其目的地形象的角度来分析传播。此外,该研究还显示了一种基于上述特征的信息分类模型,该模型产生了更大的影响,为旅游管理者提供了明确的信息类型,他们应该发布内容,以获得更大的知名度。设计/方法/方法在这项工作中使用的方法结合了内容分析和数据挖掘技术。选择使用卡方自动交互检测器(CHAID)算法的分类树来确定相似行为的预测因子。研究结果表明,情绪、社会营销和话题是预测变量。此外,最有可能具有高影响力的信息的特征是那些与快乐或幸福情绪相关的信息,它们的目的是行为,它们谈论农村,文化问题,特殊日期,度假,或者一个城镇或城市的亮点。原创性/价值本研究首次从社会营销、积极情绪和可持续性角度分析目的地旅游经理分享的推文内容,确定推特上点赞的可能预测因素。作者通过加深对社会营销和积极情绪促进如何在社交媒体上推动旅游传播活动产生更显著影响的理解,为文献做出了贡献。作者为目的地管理者提供了一种更好地理解旅游内容中与用户相关的变量的方法。
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来源期刊
CiteScore
7.00
自引率
9.70%
发文量
28
期刊介绍: ■Competence-based management development ■Developing leadership skills ■Developing women for management ■Global management ■The new technology of management development The Journal of Management Development draws together the thinking and research relating to the role played by managers in their immediate environment, and the ways in which they can widen their responsibilities to take on larger roles. Many companies now appreciate that investment in management development helps to reduce costs, increase sales and improve productivity - so it"s well worth investigating.
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