Journal of Smart Tourism

Smart Tourism Research Center, Kyung Hee University (경희대학교 스마트관광연구소)
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Social Media Marketing Strategies for Tourism Destinations: Effects of Linguistic Features and Content Types

  • Song, Seobgyu (Department of Apparel, Merchandising, Interior Design, and Hospitality Management, North Dakota State University) ;
  • Park, Seunghyun Brian (Division of Administration and Economics(Hospitality Management), St. John's University) ;
  • Park, Kwangsoo (Department of Apparel, Merchandising, Interior Design, and Hospitality Management, North Dakota State University)
  • Received : 2021.05.26
  • Accepted : 2021.08.10
  • Published : 2021.09.30
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Abstract

This study explored the relationship between post types and linguistic characteristics in marketer-generated content and social media engagement to find the optimized content to enhance social media engagement level. Post data of 23,588 marketer-generated content were collected from 50 states' destination marketing organization Facebook pages in the United States. The collected data were analyzed by employing social media analytics, linguistic analysis, multivariate analysis of variance, and discriminant analysis. The results showed that there are significant differences in both engagement indicators and linguistic scores among the three post types. Based on research findings, this research not only provided researchers with theoretical implications but also suggested practitioners the most effective content designs for travel destination marketing in Facebook.

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