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Strategic Posting on Facebook: Social Media Marketing Strategies Used by National Tourism Organizations
Dalarna University, School of Technology and Business Studies, Tourism Studies.
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Tourism organizations are unaware of social media’s full potential and a relatively small number

are in the active process of learning and discovering the possibilities stemmed in this field. This

paper aims to explore the usage of Facebook as a marketing tool by Scandinavian National

Tourism Organizations (NTOs) through examining the content qualities of the posts on their

Facebook Timelines. The research is exploratory in nature aiming to identify the social media

marketing strategies pursued by NTOs. This paper applies a comparative study with quantitative

research method, by conducting a content analysis of NTOs’ Facebook Timelines. As we have

discovered, each of the selected NTOs significantly differs in terms of pursued strategies and

techniques. Based on the overall performance of NTOs on Facebook, authors were able to

recognize the most distinctive characteristics and behaviour associated with each of the

organizations.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Facebook, Timeline, social media, marketing strategies, NTOs
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:du-18156OAI: oai:DiVA.org:du-18156DiVA: diva2:826088
Available from: 2015-06-24 Created: 2015-06-24

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf