MARKETING YOUR DESTINATION FROM A THOUSAND MILES AWAY: The power of social media
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Taylor and Francis
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This case exhibits two ‘twin’ attractions namely Vinicunca (also known as ‘Rainbow Mountain’ because of its unique coloured landscape) in Peru and Zhangye National Geopark in China. Though with odd names, they both have geographically identical and stunning landscapes, and both are remote from urban area, uneasy to access. Both destination marketing organisations (DMOs) face challenges to promote them on popular social media platforms such as Facebook and Instagram to generate international visitors’ attention. This case aims to deepen students’ understanding of how tourism destinations can leverage the power of social media, especially attractions which are detached from major tourist destinations. This is a pragmatic case faced by almost all organisations in the tourism industry. Students are expected to be able to understand the importance of a communication plan on social media after completing the case. This case uses role play, competitive analysis and group discussions. The designed activities provide an opportunity to practice analysis, idea generation and presentation, which practitioners in digital marketing will often need to carry out for a successful marketing pitch. The case is developed on an attraction level, the skills learned can be applied to destinations or other tourism organisations that need social media strategies. © 2022 selection and editorial matter, Gürhan Aktaş and Metin Kozak; individual chapters, the contributors.
Açıklama
Anahtar Kelimeler
Kaynak
International Case Studies in Tourism Marketing
WoS Q Değeri
Scopus Q Değeri
N/A
