The extent of use of basic Facebook user-generated content by the national tourism organizations in Europe

Uglješa Stankov · Lazar Lazić · Vanja Dragičević

109 citations0/0 files storedEuropean Journal of Tourism Research

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Digital Marketing and Social Media Diverse Aspects of Tourism Research Media and Digital Communication

Abstract

The social networking sites or the social media have enormous number of users. Currently, Facebook is the most used social media on the Internet and is among the most popular websites in Europe and worldwide. National tourism organizations in Europe should capitalize on those facts, especially using Facebook user-generated content. Facebook offers many ways for tourism promotion using features like Pages and Groups. The purpose of this paper is to identify how many NTOs in Europe have an official presence on Facebook and to determine the extent of the use of basic Facebook user-generated content (Pages and Groups). The research results showed that about half of NTOs do not have an official presence on Facebook, almost one-third of them have Facebook Pages, and almost a fifth of them have a Group. Besides the insignificant Facebook presence, NTOs do not use all the advantages that are offered by user-generated content. All trends show that Facebook community will continue to grow. NTOs should consider using Facebook in the next couple of years, as an effective marketing strategy.

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2013Social Media in Tourism and Hospitality: A Literature Review 2014What do we know about social media in tourism? A review 2012Social media as a destination marketing tool: its use by national tourism organisations 2015Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations 2012Spreading Social Media Messages on Facebook

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