La incidencia de los medios sociales en la gestión de la presencia online del sector hotelero. El caso de Mallorca

Bibliographic Data

ID5908795
AuthorsMarc Fuster (0000-0002-2344-5366, University of Alicante), David Giner Sánchez (0000-0002-1822-1157, University of Alicante), Marco Antonio Celdrán Bernabéu (0000-0003-1310-1241), Miquel Ángel Coll Ramis (0000-0002-8485-8789)
Year2023
Volume21
Issue3
Pages515-525
Publication date2023-01-01
Open AccessYes
TypeARTICLE
VenuePASOS Revista de Turismo y Patrimonio Cultural (JOURNAL)
Journal identifiersISSN: 1695-7121 • E-ISSN: 1695-7121
PublisherUniversity of La Laguna (PUBLISHER • ES)
DOI10.25145/j.pasos.2023.21.035
OpenAlexW4381685164
LanguageES
References cited7

The present research proposes a methodology to analyse the degree of incidence of social media in the management of the online presence of the hotel sector in Mallorca. To this end, the Social Media Maturity Index of the Tourism Offer (IMMSOT) has been designed, which allows the situation of tourism organisations in social media to be analysed on the basis of three dimensions associated with their social media marketing strategy: engagement, channels/tools and destination. The results obtained show that the hotel sector in Mallorca makes little use of this type of tool. Moreover, differences have been observed in their use depending on the category and geographical location of the hotel establishments

Art · Destination management · Destinations · Economics · Geography · Humanities · Political science · Social media · Tourism · Welfare economics · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Sharing Economy and Platforms

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