The power of photographs in the communication and public relations of tourist destinations and their brands through Facebook and Flickr

Bibliographic Data

ID12928478
AuthorsMaría Isabel Míguez-González (0000-0002-0580-8493, Universidade de Vigo, corresponding author), Assumpció Huertas (0000-0001-6684-4220, Universitat Rovira i Virgili)
Year2015
Volume7
Issue2
Pages197-215
Publication date2015-10-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueCatalan Journal of Communication & Cultural Studies (JOURNAL)
Journal identifiersISSN: 1757-1898 • E-ISSN: 1757-1901
PublisherIntellect (PUBLISHER • GB)
DOI10.1386/cjcs.7.2.197_1
OpenAlexW2512045624
LanguageEN
Citations received2

Social media, which are important tools of public relations, have revolutionized the communication of tourist destinations. Photographs are one of the elements that communications managers of destinations can use to communicate their brands. But how are these photographs used via social media? The results of this study show a more frequent use of photos on Facebook, whereas the use of photo-sharing sites such as Flickr is still not very widespread. Photos best communicate emotional values, but destinations most often use them to present their attraction factors. In addition, in many destinations there is a lack of communication strategy in the use of pictures, which complement information without regard for any actual communication criteria. The useful recommendations for destinations that can be drawn from the results are: a more strategic use of photographs in communication via social media and the utilization of their potential in communicating the brand’s emotional values

Advertising · Business · Complement (music · Destinations · Political science · Social media · Tourism · Tourist attraction · Tourist destinations · World Wide Web · Computer Science · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Marketing and Advertising Strategies

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