Summary<br>The purpose of this study is the comparative analysis of how tourist destinations use<br>social media and what content they post in their communication strategy; and how and how<br>what users are looking for when planning a trip. The methodologies used are: interviews<br>destination communication directors, surveys of social media managers,<br>analysis of content from target posts and a user survey. The<br>results show certain differences in social media used by both and in the<br>content published by destinations and searched by users, which is an interesting<br>contribution to the communication of tourist destinations.<br>Keywords: target mark; communication; social media; content; Users
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