TY - GEN
T1 - Tourism Promotion Using Social Networks
T2 - 6th International Conference on Tourism Research, ICTR 2023
AU - Lopez-Ortiz, Duberlyn Mayly
AU - Rosas-Ybañes, Isela Fernanda
AU - Cordova-Buiza, Franklin
AU - Auccahuasi, Wilver
N1 - Publisher Copyright:
© the authors, 2023. All Rights Reserved.
PY - 2023
Y1 - 2023
N2 - Social networks function as a strategy for the promotion and dissemination of tourism destinations. The objective of this systematic review is to determine what is known about the use of social networks as a tool for tourism promotion, in the scientific literature between 2012 and 2022. The Prisma methodology (Preferred Reporting Items for Systematic Reviews and Meta - Analyses) was used, the databases were Science direct, Taylor and Francis, Dialnet, Redalyc and Scielo, with a total of 49 systematized articles, the inclusion criteria were those that are published between 2012 and 2022, are in Spanish, English or Portuguese language, and that have free access. The results obtained determine that, 78 % of the articles are current as of 2017, with a significant decrease during 2020 due to the global health crisis. It is concluded that the use of social networks by tourists allows them to publicize a destination indirectly, and they do so by posting photos and videos, accompanied by texts, either with information about the destination or with inspirational phrases. Finally, it is mentioned that there is a wide variety of social networks that could be used to promote a destination; but, among the most relevant we have Instagram, Facebook and Twitter, which have been observed in most of the articles, regardless of the category, are used as the main social networks for the dissemination and promotion of destinations. Tiktok could also be included as a social network with a lot of diffusion power; however, there are still not many studies that support this information.
AB - Social networks function as a strategy for the promotion and dissemination of tourism destinations. The objective of this systematic review is to determine what is known about the use of social networks as a tool for tourism promotion, in the scientific literature between 2012 and 2022. The Prisma methodology (Preferred Reporting Items for Systematic Reviews and Meta - Analyses) was used, the databases were Science direct, Taylor and Francis, Dialnet, Redalyc and Scielo, with a total of 49 systematized articles, the inclusion criteria were those that are published between 2012 and 2022, are in Spanish, English or Portuguese language, and that have free access. The results obtained determine that, 78 % of the articles are current as of 2017, with a significant decrease during 2020 due to the global health crisis. It is concluded that the use of social networks by tourists allows them to publicize a destination indirectly, and they do so by posting photos and videos, accompanied by texts, either with information about the destination or with inspirational phrases. Finally, it is mentioned that there is a wide variety of social networks that could be used to promote a destination; but, among the most relevant we have Instagram, Facebook and Twitter, which have been observed in most of the articles, regardless of the category, are used as the main social networks for the dissemination and promotion of destinations. Tiktok could also be included as a social network with a lot of diffusion power; however, there are still not many studies that support this information.
KW - Influencer
KW - Promotion
KW - Social networks
KW - Tourism
KW - Tourist destinations
UR - http://www.scopus.com/inward/record.url?scp=85178266527&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85178266527
T3 - Proceedings of the International Conference on Tourism Research
SP - 158
EP - 165
BT - Proceedings of the 6th International Conference on Tourism Research, ICTR 2023
A2 - Vlassi, Eirini
A2 - Konstantinides, Despina
PB - Academic Conferences and Publishing International Limited
Y2 - 8 June 2023 through 9 June 2023
ER -