Does Social Media Help or Hurt Destinations? A Qualitative Case Study
Keywords:sustainable travel, social responsibility, social media, travel photography, social networking sites, Instagram
AbstractSmartphone technology has changed the scope of onsite travel behaviors and photographing practices. This paper explores the destination response of the Tourist Board of Vienna with their “anti-hashtag” marketing campaign, aimed at encouraging visitors to go offline while traveling in the city. Through a series of interviews, the motivations for the campaign, along with the initial approaches and outcomes for the campaign are studied using narrative analysis. The results indicate a positive response to the campaign, and potential models for similar destinations to manage similar visitor social networking and photographic behaviors are considered. Additionally, there are both academic and industry implications discussed.
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