Destination Marketing on Social Media: an analysis of the effectiveness of marketing strategies

Abstract

Objectives The main objectives of this study were: • Explore the effectiveness of destination marketing on Australia’s official tourism Instagram page, TikTok page, and YouTube page. • Identify the most effective media type (still images, short videos, videos) for destination marketing from the social media platforms used by Australia. • Identify the ideal elements used for each media type on social media.

Summary Social media marketing is an important strategy for destination marketing organizations. This thesis investigates the ideal media type for destination marketing on social media, as well as the elements that make these posts effective in marketing.

Conclusions The data analysis from the thesis gives evidence that the null hypothesis can be rejected, meaning that media type has an impact on the effectiveness of destination marketing. The findings show that short videos are the most effective marketing strategy for destination marketing organizations. Followed by images, and then videos. The results also indicated that it is important for destination marketing organizations to identify the ideal elements for their destination marketing as these can have a significant impact on the social engagement rate of the posts.