Social Media In Destination Marketing

The role of Social media in destination marketing
Although DMOs (Destination Marketing Organisations) realise how important it is to use the power of social media, a content analysis found that less than half of the thirty nine NTOs (National Tourism Organisations) in the European Travel Commissions were represented on Facebook. It has greatly changed the travel marketing industry and is currently the basis of marketing strategy in the travel marketing industry. Destinations are now looking for different ways to leverage social media, specifically focussing on meetings and conventions.
Social media reaches target markets much faster than previous communication platforms. The diversity of Social Media users is very big and DMOs try to reach

They include pictures, colours and graphical layouts. These features form the first impressions of a destination. This category has two main sub factors – destination visualisation and Web design.
 Destination visualisation refers to the Internets ability to allow websites to not only be a tool that provides a lot of useful information, but also as an online multi medium that satisfies the consumers visual and information seeking needs. The visuals include the quality of the pictures of the destination’s attractions, logos and slogans. These features increase the online traveller’s interest because they allow the traveller to get a preview of the unfamiliar destination.
 The Web design features can be used to make the consumer’s experience on the website more interesting. User-friendliness of a website is very important as it makes the consumer feel more comfortable. Some of the elements that improve online attributes are “site maps, home buttons, search engines for website contents and directories.” Other aspects that help enhance the online attributes include correct spelling, links that are accurate, a website address that is easy to remember and a tidy web page. By having these elements on the destination website, the visual experience, the reliability and the trustworthiness of information will be

After the aesthetic features have captured the customer’s attention, these information features will increase the traveller’s interest on the destination. This category has three sub factors: Uniqueness, monetary value and cultural promotion.
 The differentiated travel packages and the features of the destination that attracts special interest groups, portrays the uniqueness of a destination. If the consumer can read the information on the destination’s website in different languages it will add to the destination website’s uniqueness. A lot of destinations offer similar travel packages, thus making it very difficult for travellers to choose. If the website of the destination has differentiated features, it will highlight the uniqueness of the destination and enhance the traveller’s interests.
 The monetary value refers to the quality of the destination ant its elements such as accommodation that online travellers will receive for the price that they will pay. If the website has differentiated pricing strategies, it will give the traveller the impression that there is a wide range of travel products available to satisfy the needs and budget of different online travellers. This will encourage them to revisit the website to look for more special offers on travel