Social Media Use and Best Practices by Convention and Visitors Bureaus

<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>

Name thesis:degree_name

Master of Science - Human Sciences

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Human Sciences

Year dc:date.available

2019

Author dc:creator

• Allen, Carlie

Contributors dc:contributor

• Dr. Chay Runnels
• Dr. Ray Darville
• Dr. Mary Olle

• Tourism
• Destination Marketing
• Social Media Marketing

Repository record dc:identifier

https://scholarworks.sfasu.edu/etds/319

OAI identifier oai:identifier

oai:scholarworks.sfasu.edu:etds-1313