RT journal article
T1 Social media impact of tourism managers: a decision tree approach in happiness, social marketing and sustainability
A1 Galiano Coronil, Araceli
A1 Blanco-Moreno, Sofía
A1 Tobar-Pesantez, Luis-Bayardo
A1 Gutiérrez-Montoya, Guillermo Antonio
A2 Marketing y Comunicación
K1 Social marketing
K1 Twitter
K1 CHAID
K1 Tourism destination,
K1 Sustainable tourism
K1 Happiness
AB Purpose – This study aims to analyze communication from the perspective of social marketing, positiveemotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally,this research shows a message classification model, based on the aforementioned characteristics, that hasgenerated a greater impact, offering clarity to tourism managers on the type of content they should publish toachieve greater visibility.Design/methodology/approach – The methodology used in this work combines content analysis and datamining techniques. The classification tree using the chi-square automatic interaction detector (CHAID)algorithm was selected to determine predictors of like behaviour.Findings – The results show that the predictor variables have been emotions, social marketing and topics.Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy orhappiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, orhighlights of a town or city for something specific.Originality/value – This study is the first to analyze the content of the tweets shared by destination tourismmanagers from a social marketing, positive emotions, and sustainability perspective, determining the possiblepredictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of howsocial marketing and the positive emotions promoted drive a more significant impact in tourismcommunication campaigns on social media. The authors provide destination managers with a way better tounderstand the variables relevant to users in tourism content.
PB Emerald Publishing Limited
SN 0262-1711
YR 2023
FD 2023
LK http://hdl.handle.net/10498/31466
UL http://hdl.handle.net/10498/31466
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026