Izvorni znanstveni članak
https://doi.org/10.20867/thm.31.2.5
How can destination management organisations enhance their social media marketing communication in the field of sports tourism?
Silke BAMBAUER-SACHSE
; PhD, Professor of Marketing, University of Fribourg/Switzerland, Faculty of Management, Economics, and Social Sciences, Department of Management
*
Carmen Sarah EINSLE
orcid.org/0000-0002-9829-7193
; PhD University of Valencia, Faculty of Economics, Department of Marketing and Market Research
* Dopisni autor.
Sažetak
Purpose – Sports tourism is one of the fastest-growing tourism sectors. Based on the uses and
gratifications theory, this study investigates how different characteristics (i.e., information,
entertainment, and engagement value) of destination management organisations’ (DMO) social
media posts on sports tourism influence potential sports tourists’ social media usage, booking
intentions, and intentions to spread positive word of mouth (WOM) about the destination.
Methodology – We collected the study data through a combination of an online survey and
paper-and-pencil questionnaires and used PLS-SEM to analyse the hypothesised relationships.
Findings – Our results demonstrate that a high information value of a DMO’s post triggers
booking intentions, while posts additionally need to have a high engagement value when
it is also important to increase social media users’ WOM, and a third post characteristic –
entertainment value – is essential when future social media usage intentions are to be increased.
Originality of the research – The results of our study enable DMOs to choose the most critical
post characteristics (information, entertainment, and engagement value) according to the
respective objective pursued with their social media communication (i.e., increasing booking
intentions, WOM, or future social media usage intentions). Prior research has not provided
such insights that can enhance communication strategies.
Ključne riječi
Hrčak ID:
328519
URI
Datum izdavanja:
27.2.2025.
Posjeta: 40 *