Online communication in Spanish destination marketing organizations: The view of practitioners

Information and communication technologies (ICTs) have had a significant impact on both the travel and tourism experience and industry. In particular, destination marketing organizations (DMOs) have found ICT a powerful ally to harmonize and coordinate the activities of local stakeholders as well as to reach travellers. The aim of this research is to analyse destination brand communication strategies, especially those applied to online communication (official websites, social media and mobile applications). Data were collected from Spanish destinations – regions, provinces and cities – via an online survey addressed to destination brand and communication managers. Results show that destination brand communication is not fully standardized or professionalized yet; online tools (websites, social media and mobile applications) are used tactically and not strategically and the usefulness of social media and official websites is clearly more appreciated by DMO managers than the usefulness of mobile applications.