Social media interaction in sponsorship of destinations: case study of Iceland

[eng] The current situation about Iceland as a tourism destination will be analysed through a SWOT (strengths, weaknesses, opportunities and threats) analysis. The results from this first action will be used to create a DMS (digital marketing strategy) with the objective of applying best practices o...

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Bibliographic Details
Main Author: Salom Sastre, Margalida
Other Authors: Rejón Guardia, Francisco
Format: Bachelor Thesis
Language:English
Subjects:
Matèries generals UIB::Turisme i hoteleria
digital marketing
Destination Marketing Organisation (DMO)
social media
marketing strategy
Key Performance Indicators (KPI’s)
Iceland
Online Access:http://hdl.handle.net/11201/3381
Description
Summary:[eng] The current situation about Iceland as a tourism destination will be analysed through a SWOT (strengths, weaknesses, opportunities and threats) analysis. The results from this first action will be used to create a DMS (digital marketing strategy) with the objective of applying best practices of the conceptual framework to the Social Media strategy. In this particular case, the strategy will focus on the tools of Facebook, Instagram and Youtube. Finally, some KPI’s (key performance indicators) will be suggested to monitor the results and effectiveness from the Social Media campaigns

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