caa a22 4500 357356624 CHVBK 20201024184148.0 160218s2016 sz ||||| |||| 00 |eng d (RERO)R008369481 RERO vsheso sz ch-zg s1se rero Do social media investments pay off? preliminary evidence from swiss destination marketing organizations Thomas Wozniak, Brigitte Stangl, Roland Schegg, and Andreas Liebrich txt rdacontent n rdamedia nc rdacarrier Social media has become a dominant subject in tourism and hospitality research. Given the importance of social media in the customer journey, destination marketing organizations (DMOs) need to understand the effectiveness of their social media activities. This paper analyses the relationship between DMOs' marketing spending and staffing an various social media key performance indicators (KPIs). We used an online questionnaire to collect data about social media activities and respective marketing budgets of DMOs in Switzerland for the reference year 2014. We also gathered social media KPI figures of the five main social media platforms used by these DMOs (i.e. Facebook, Twitter, Google+, YouTube, and Instagram). Our results suggest that DMOs' investments in social media (allocated resources for marketing, online marketing, and especially social media correlate wirh identified metrics for measuring social media success. In: Information and communication technologies in tourism 2016. - Cham : Springer, 2016. - p. 267-280 Médias sociaux (RERO)A021104277 rero Performances (RERO)A021052838 rero Efficacité (RERO)A021039498 rero Tourisme international (RERO)A021057271 rero Marketing (RERO)A021008799 rero Tourisme (RERO)A021065210 rero Investissements (RERO)A021016517 rero Suisse (IDREF)027249654 idref Actes de congrès (RERO)A021105530 rero Wozniak Thomas 1980- (IDREF)178874132 Stangl Brigitte (RERO)A026008210 Schegg Roland (IDREF)180458043 Liebrich Andreas (RERO)A026008211 Information and communication technologies in tourism 2016 : [proceedings] 267 BK010000 XK010000 XK010000 RERO RE11031 RE11031 RE110310001 - - RERO 700 1- Wozniak Thomas 1980- (IDREF)178874132 RERO 700 1- Stangl Brigitte (RERO)A026008210 RERO 700 1- Schegg Roland (IDREF)180458043 RERO 700 1- Liebrich Andreas (RERO)A026008211 RERO 773 1- Information and communication technologies in tourism 2016 : [proceedings] 267