Does Social Media Help or Hurt Destinations? A Qualitative Case Study

Authors

  • Lauren A. Siegel School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey
  • Iis Tussyadiah School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey
  • Caroline Scarles School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey

Keywords:

sustainable travel, social responsibility, social media, travel photography, social networking sites, Instagram

Abstract

Smartphone 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.

Author Biographies

Lauren A. Siegel, School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey

Lauren A. Siegel is a current PhD Candidate at the School of Hospitality & Tourism Management, University of Surrey. Her research focuses on social networking and influence, responsible traveler behaviors and socially sustainable practices.

Iis Tussyadiah, School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey

Iis Tussyadiah is Professor of Intelligent Systems in Service and Head of Department of Hospitality in the School of Hospitality & Tourism Management, University of Surrey. Iis’ research interests lies in the intersection of technology and behavior.

Caroline Scarles, School of Hospitality & Tourism Management Austin Pearce Building (AP) University of Surrey

Caroline Scarles is Professor of Technology in Society in the School of Hospitality & Tourism Management, University of Surrey. Caroline’s research interests lie in three key areas of: the visual and multisensuality within society, social and cultural sustainability, and how these are brought together through technology for social good.

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Published

2019-12-20

How to Cite

Siegel, L. A., Tussyadiah, I. and Scarles, C. (2019) “Does Social Media Help or Hurt Destinations? A Qualitative Case Study”, e-Review of Tourism Research, 17(4). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/541 (Accessed: 16January2021).

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