Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability
[EN] Purpose – This 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 ch...
| Autores: | , , , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | España |
| Institución: | Universidad de León |
| Repositorio: | BULERIA. Repositorio Institucional de la Universidad de León |
| OAI Identifier: | oai:buleria.unileon.es:10612/23108 |
| Acceso en línea: | https://www.emerald.com/insight/content/doi/10.1108/jmd-04-2023-0131/full/html https://hdl.handle.net/10612/23108 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing Social marketing CHAID Tourism destination Sustainable tourism Happiness |
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Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainabilityGaliano Coronil, AraceliBlanco Moreno, SofíaTobar Pesántez, Luis BayardoGutiérrez Montoya, Guillermo AntonioMarketingSocial marketingTwitterCHAIDTourism destinationSustainable tourismHappiness[EN] Purpose – This 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 ontent they should publish to achieve greater visibility. Design/methodology/approach – The 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. Findings – The 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/value – This 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 contentSIEmeraldComercializacion e Investigacion de MercadosFacultad de Ciencias Economicas y Empresariales2023info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://www.emerald.com/insight/content/doi/10.1108/jmd-04-2023-0131/full/htmlhttps://hdl.handle.net/10612/23108reponame:BULERIA. Repositorio Institucional de la Universidad de Leóninstname:Universidad de LeónIngléshttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:buleria.unileon.es:10612/231082026-06-24T12:43:27Z |
| dc.title.none.fl_str_mv |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| title |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| spellingShingle |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability Galiano Coronil, Araceli Marketing Social marketing CHAID Tourism destination Sustainable tourism Happiness |
| title_short |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| title_full |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| title_fullStr |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| title_full_unstemmed |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| title_sort |
Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability |
| dc.creator.none.fl_str_mv |
Galiano Coronil, Araceli Blanco Moreno, Sofía Tobar Pesántez, Luis Bayardo Gutiérrez Montoya, Guillermo Antonio |
| author |
Galiano Coronil, Araceli |
| author_facet |
Galiano Coronil, Araceli Blanco Moreno, Sofía Tobar Pesántez, Luis Bayardo Gutiérrez Montoya, Guillermo Antonio |
| author_role |
author |
| author2 |
Blanco Moreno, Sofía Tobar Pesántez, Luis Bayardo Gutiérrez Montoya, Guillermo Antonio |
| author2_role |
author author author |
| dc.contributor.none.fl_str_mv |
Comercializacion e Investigacion de Mercados Facultad de Ciencias Economicas y Empresariales |
| dc.subject.none.fl_str_mv |
Marketing Social marketing CHAID Tourism destination Sustainable tourism Happiness |
| topic |
Marketing Social marketing CHAID Tourism destination Sustainable tourism Happiness |
| description |
[EN] Purpose – This 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 ontent they should publish to achieve greater visibility. Design/methodology/approach – The 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. Findings – The 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/value – This 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 |
| publishDate |
2023 |
| dc.date.none.fl_str_mv |
2023 |
| dc.type.none.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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https://www.emerald.com/insight/content/doi/10.1108/jmd-04-2023-0131/full/html https://hdl.handle.net/10612/23108 |
| url |
https://www.emerald.com/insight/content/doi/10.1108/jmd-04-2023-0131/full/html https://hdl.handle.net/10612/23108 |
| dc.language.none.fl_str_mv |
Inglés |
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Inglés |
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http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
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http://creativecommons.org/licenses/by/4.0/ |
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openAccess |
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Emerald |
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Emerald |
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reponame:BULERIA. Repositorio Institucional de la Universidad de León instname:Universidad de León |
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Universidad de León |
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BULERIA. Repositorio Institucional de la Universidad de León |
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BULERIA. Repositorio Institucional de la Universidad de León |
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15.812429 |