Communication of tourist destination; Tenerife tourism; social media; tourism 2.0; online tourism communication strategy; Spain
Abstract
Social media are powerful platforms for relating to, capturing and establishing loyalty relationships with clients. Platforms such as TripAdvisor, Facebook, Instagram or the Blogosphere are influencing new consumer behaviours and obligating new practices in tourism communication. In the light of this, the traditional marketing and communication tools and strategies of tourism destinations are becoming less effective, and the change involves not only how and when but also what to communicate. In this paper, we analyse the communication and social media strategy of Tenerife as a case study. How is one of the most consolidated tourism destinations in the world reacting to the changes in the tourism communication paradigm?
