{"id":{"repo_id":"manitoba","oai_identifier":"oai:mspace.lib.umanitoba.ca:1993/31200"},"canonical_url":"https://search.dev.ndltd.org/etd/manitoba/oai:mspace.lib.umanitoba.ca:1993/31200","repository":{"repo_id":"manitoba","name":"University of Manitoba","base_url":"https://mspace.lib.umanitoba.ca/oai/request"},"display":{"title":"‘Like’ us, tweet about it and don’t forget to visit! – How destination marketing organizations use social media","abstract":"Destination Marketing Organizations (DMOs) are using Social Media (SM) to promote their destinations, attract tourists and communicate with the destination stakeholders. This study sought to understand how DMOs use SM, how DMOs adopt SM, what the desired outcomes from SM use are and how SM outcomes are evaluated. Diffusion of Innovations (DOI) theory guided this study and a mixed-methods research design was used to address the research questions. The two major research questions were; Firstly, how do DMOs use SM? Secondly, what outcomes do DMOs hope will result from SM use?","abstract_html":"Destination Marketing Organizations (DMOs) are using Social Media (SM) to promote their destinations, attract tourists and communicate with the destination stakeholders. This study sought to understand how DMOs use SM, how DMOs adopt SM, what the desired outcomes from SM use are and how SM outcomes are evaluated. Diffusion of Innovations (DOI) theory guided this study and a mixed-methods research design was used to address the research questions. The two major research questions were; Firstly, how do DMOs use SM? Secondly, what outcomes do DMOs hope will result from SM use?","abstract_has_math":false,"creators":["Hornby, Chris"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":["Van Winkle, Christine (Faculty of Kinesiology and Recreation Management)"],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016","date_published":"2016","updated_at":"2026-07-24T03:02:01Z","subjects":["Tourism","Social media","Destination marketing","Facebook","Twitter"],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/1993/31200","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.supervisor","label":"Supervisor","values":["Van Winkle, Christine (Faculty of Kinesiology and Recreation Management)"]},{"key":"dc:creator","label":"Author","values":["Hornby, Chris"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2016-04-11T19:36:32Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2016-04-11T19:36:32Z"]},{"key":"dc:date.issued","label":"Date","values":["2016"]},{"key":"dc:type","label":"Dc Type","values":["master thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Tourism","Social media","Destination marketing","Facebook","Twitter"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/1993/31200"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Destination Marketing Organizations (DMOs) are using Social Media (SM) to promote their destinations, attract tourists and communicate with the destination stakeholders. This study sought to understand how DMOs use SM, how DMOs adopt SM, what the desired outcomes from SM use are and how SM outcomes are evaluated. Diffusion of Innovations (DOI) theory guided this study and a mixed-methods research design was used to address the research questions. The two major research questions were; Firstly, how do DMOs use SM? 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