Marketing Destinations Through Social Networking Sites: An Exploration of Government Destination Management Organisations of North-East India

Abstract

Social Networking Sites (SNS) are virtual spaces where users connect and interact regardless of time or space barriers. SNS are internet-based platforms that allow the creation and dissemination of user and firm-generated content. Lately, the use of social media by the tourism industry is on the rise. Destination Management Organisations (DMOs) are taking advantage of this to customize information for tourists and enhance visitor traffic. DMOs act as core entities for marketing a destination and managing its resources, whether tangible or intangible. This study aims to understand the social media usage of governmental DMOs of Northeast India by analyzing their content, frequency of posts and customer interactions through likes, shares and comments. The study is exploratory and quantitative and uses data analytics of social media pages. Data reveals how DMOs use SNS to promote their rich natural bounty and its diverse culture and traditional ethos. The policy implications highlight managerial strategies for improved destination marketing, enhanced visitor retention and improved DMO engagement in SNS.