The presence and importance of tourist destinations on Twitter

Abstract

There is no doubt about the great international success of Twitter. This is possibly due to its simplicity, and how easy it is to contact companies, organisations and people of all types and origins. With this type of social media, where information beats gossip, and where there are more adults than adolescents, it is fast becoming essential for any company or organisation wishing to promote itself and get closer to its target audience to have a presence on twitter. Thus, tourist destinations are starting to report their actions, showcase their tourism and offers, promote their brands and contact potential visitors via Twitter. In order to analyse and describe this phenomenon, a descriptive study of several existing profiles has been examined, based on a case study of the city of Zaragoza (Spain) as an example of how one destination can use several profiles, each with different objectives.