Alizadegan, Mani Shah, and Liu, Yulin (2022) Social media adoption among DMOs: A systematic review of academic research. In: Kaurav, Rahul Pratap Singh, and Gursoy, Dogan, (eds.) Handbook on Tourism and Social Media. Research Handbooks in Tourism . Edward Elgar, Cheltenham, UK, pp. 37-51.

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Abstract

This chapter reviews academic research on the adoption of social media among destination management/marketing organizations (DMOs). We aim to synthesize challenges faced by DMOs when adopting social media, recommendations proposed in literature, and measurement of DMOs’ efforts on social media. A systematic approach was followed to search and assess articles within 84 leading tourism journals. Based on in-depth review of 71 key studies, main challenges are found to be lack of strategy, knowledge and resources; the recommendations are framed into a seven-level hierarchy, starting from basic management’s conception of social media presence to more strategic utilization of user-generated content and positive communication till the most sophisticated destination brand co-creation and relationship management. Practical measurement of DMOs’ social media activities is absent and needs to be developed to incorporate into KPIs. This chapter presents a panorama of up-to-date insights for practitioners and researchers, who wish to bring innovation in destination management.

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