View article

Nowadays, social networks have become a competitive advantage for Destination Management Organizations (DMOs) not only to enhance communication in business-to-consumer (B2C) exchange relationships but also as an effective means to manage tourist-generated contents (via electronic word of mouth–e-WOM), which are considered a powerful vehicle for interpersonal communication leading to customer engagement (Pino et al., 2018). Previous studies have shown that social networks exert a strong effect on tourist behaviour (Dijkmans et al., 2015). However, there are still some research gaps about the role they play in attracting and retaining tourists, how they should be incorporated into destination communication strategies (Luo & Zhong, 2015). Moreover, some authors have highlighted an inefficient use of social networks by DMOs (Chan & Guillet, 2011), failing to listen and interact with customers …