Araceli Galiano-Coronil, Sofía Blanco-Moreno, L. Tobar-Pesantez, Guillermo Antonio Gutiérrez-Montoya
{"title":"Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability","authors":"Araceli Galiano-Coronil, Sofía Blanco-Moreno, L. Tobar-Pesantez, Guillermo Antonio Gutiérrez-Montoya","doi":"10.1108/jmd-04-2023-0131","DOIUrl":null,"url":null,"abstract":"PurposeThis 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 content they should publish to achieve greater visibility.Design/methodology/approachThe 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.FindingsThe 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/valueThis 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.","PeriodicalId":48006,"journal":{"name":"JOURNAL OF MANAGEMENT DEVELOPMENT","volume":null,"pages":null},"PeriodicalIF":2.5000,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"JOURNAL OF MANAGEMENT DEVELOPMENT","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jmd-04-2023-0131","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 1
Abstract
PurposeThis 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 content they should publish to achieve greater visibility.Design/methodology/approachThe 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.FindingsThe 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/valueThis 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.
期刊介绍:
■Competence-based management development ■Developing leadership skills ■Developing women for management ■Global management ■The new technology of management development The Journal of Management Development draws together the thinking and research relating to the role played by managers in their immediate environment, and the ways in which they can widen their responsibilities to take on larger roles. Many companies now appreciate that investment in management development helps to reduce costs, increase sales and improve productivity - so it"s well worth investigating.