‘Like’ us, tweet about it and don’t forget to visit! – How destination marketing organizations use social media

Abstract

Destination Marketing Organizations (DMOs) are using Social Media (SM) to promote their destinations, attract tourists and communicate with the destination stakeholders. This study sought to understand how DMOs use SM, how DMOs adopt SM, what the desired outcomes from SM use are and how SM outcomes are evaluated. Diffusion of Innovations (DOI) theory guided this study and a mixed-methods research design was used to address the research questions. The two major research questions were; Firstly, how do DMOs use SM? Secondly, what outcomes do DMOs hope will result from SM use?