This study took an in-depth look at the social media utilization and best practices of Convention and Visitors Bureaus (CVBs) in selected mid-size Texas cities. Although there has been much social media research related to the tourism industry, little has been focused on local CVBs. Semi-structured interviews were administered with the marketing and/or social media directors at ten participating CVBs. Content analysis was performed on the Facebook and Instagram posts published by the participating CVBs during the time period of April 15 to May 15, 2018.
Various statistical analysis procedures were run on the resulting content analysis data, and many patterns and relationships were found, many of which correlated to subthemes found in interviews. When various social media tactics were analyzed in relation to levels of engagement, including the number of likes, comments, or shares on posts, it was found that some tactics lead to higher or lower engagement levels.
","abstract_html":"<p>This study took an in-depth look at the social media utilization and best practices of Convention and Visitors Bureaus (CVBs) in selected mid-size Texas cities. Although there has been much social media research related to the tourism industry, little has been focused on local CVBs. Semi-structured interviews were administered with the marketing and/or social media directors at ten participating CVBs. Content analysis was performed on the Facebook and Instagram posts published by the participating CVBs during the time period of April 15 to May 15, 2018. </p> <p>Various statistical analysis procedures were run on the resulting content analysis data, and many patterns and relationships were found, many of which correlated to subthemes found in interviews. When various social media tactics were analyzed in relation to levels of engagement, including the number of likes, comments, or shares on posts, it was found that some tactics lead to higher or lower engagement levels.</p>","abstract_has_math":false,"creators":["Allen, Carlie"],"institution":null,"degree_name":"Master of Science - Human Sciences","degree_level":"Thesis","degree_discipline":"Human Sciences","degree_department":null,"school":null,"contributors":["Dr. Chay Runnels","Dr. Ray Darville","Dr. Mary Olle"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2019,"date_issued":"2019-10-01T07:00:00Z","date_published":"2019-10-01T07:00:00Z","updated_at":"2026-07-24T04:30:22Z","subjects":["Tourism","Destination Marketing","Social Media Marketing"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarworks.sfasu.edu/etds/319","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Chay Runnels","Dr. Ray Darville","Dr. Mary Olle"]},{"key":"dc:creator","label":"Author","values":["Allen, Carlie"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2019-12-11T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Human Sciences"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Science - Human Sciences"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Tourism","Destination Marketing","Social Media Marketing"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarworks.sfasu.edu/etds/319"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study took an in-depth look at the social media utilization and best practices of Convention and Visitors Bureaus (CVBs) in selected mid-size Texas cities. Although there has been much social media research related to the tourism industry, little has been focused on local CVBs. Semi-structured interviews were administered with the marketing and/or social media directors at ten participating CVBs. Content analysis was performed on the Facebook and Instagram posts published by the participating CVBs during the time period of April 15 to May 15, 2018.
Various statistical analysis procedures were run on the resulting content analysis data, and many patterns and relationships were found, many of which correlated to subthemes found in interviews. When various social media tactics were analyzed in relation to levels of engagement, including the number of likes, comments, or shares on posts, it was found that some tactics lead to higher or lower engagement levels.
"]},{"key":"dc:title","label":"Title","values":["Social Media Use and Best Practices by Convention and Visitors Bureaus"]}]}],"canonical_facts":{"dc:contributor":["Dr. Chay Runnels","Dr. Ray Darville","Dr. Mary Olle"],"dc:creator":["Allen, Carlie"],"dc:date.available":["2019-12-11T08:00:00Z"],"dc:description.abstract":["This study took an in-depth look at the social media utilization and best practices of Convention and Visitors Bureaus (CVBs) in selected mid-size Texas cities. Although there has been much social media research related to the tourism industry, little has been focused on local CVBs. Semi-structured interviews were administered with the marketing and/or social media directors at ten participating CVBs. Content analysis was performed on the Facebook and Instagram posts published by the participating CVBs during the time period of April 15 to May 15, 2018.
Various statistical analysis procedures were run on the resulting content analysis data, and many patterns and relationships were found, many of which correlated to subthemes found in interviews. When various social media tactics were analyzed in relation to levels of engagement, including the number of likes, comments, or shares on posts, it was found that some tactics lead to higher or lower engagement levels.
"],"dc:identifier":["https://scholarworks.sfasu.edu/etds/319"],"dc:subject":["Tourism","Destination Marketing","Social Media Marketing"],"dc:title":["Social Media Use and Best Practices by Convention and Visitors Bureaus"],"thesis:degree_discipline":["Human Sciences"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Master of Science - Human Sciences"]},"updated_at":"2026-07-24T04:30:22Z"}