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Use of Social Media by National Tourism Organizations: A Preliminary Analysis

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Social media platforms are increasingly becoming popular with consumers and businesses alike. The objective of this research is to determine the extent of the use of social media by national tourism organizations (NTOs). The methodology of this research is interpretive. This exploratory work relied heavily on searching for information on the Internet. Out of the 195 countries investigated not all have a NTO website. Social media use by the NTOs is becoming common across the globe. Even though a wide variety of social media platforms like Facebook, Linkedin, Twitter, Youtube, Hi5, Blogs, Flickr, WAYN, Scribd, Bebo, etc., are used, the most popular platforms are Facebook, Twitter, Youtube, and Flickr, in that order. The issues for future research are discussed.


Document Type: Research Article


Publication date: 2011-02-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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