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A. I. Correia et al.
awareness, build reputation, and build loyalty (Dahnil et al. 2014). Moreover, SM
can contribute to driving customer traffic to websites, increasing sales and revenues,
improving customer satisfaction, developing new products or services, and making
informed strategic and operational decisions (Berne and Mugica 2012; He et al.
2013). Also, SM help to manage customer relations, attract customers (Wang and
Fesenmaier 2004), and create interactive relationships with customers (Fotiset al.
2008; Zeng and Gerritsen 2014), through the sharing of photos, videos, and experiences (Buhalis et al. 2011; Michaelidou et al. 2011). Through SM, businesses
can understand not only their performance, but also that of their competitors by
comparing SM data. This information can help them to identify weaknesses, find
new opportunities, and adjust their strategies (He et al. 2013).
SM can also be used to measure the level of visits to nature-based attractions
(Middleton and Hawkins 1998), to improve sustainable campaigns promoted by
enterprises (Wood et al. 2013), and to promote and to develop sustainable tourism
(Guzzo et al. 2013). Despite the recognition of the potential advantages of SM for
enterprises and the increasing number of enterprises using SM, there is still a lack of
knowledge of how SM are being used and how they can be used efficiently and effectively (Leung et al. 2013; Oliveira et al. 2017; Beier and Wagner 2016), particularly
to promote and communicate sustainable tourism initiatives (Manetti and Belluci
2016).
There are still questions that need further research, namely: which SM are chosen,
and how and why they are currently being used (in general)? How are SM being
used to promote activities and/or experiences within the context of leisure-related
enterprises? Which SM will be used in the future, how and why? Are sustainable
tourism practices being implemented and promoted through SM? If so, why and
how?
Research is therefore critical to formulate tourism-marketing strategies that adopt,
implement and promote sustainable tourism initiatives. And, at this level, leisure,
tourism and sustainability are key concepts that should be interrelated (KleinVielhauer 2008). Thus, and given the above, and based on semi-structured interviews
to leisure-related enterprises’ owners and/or managers who are operating within the
geographic context of Viana do Castelo Littoral Geopark, this research aims to identify and analyse the owners/managers’ perceptions about current and future use of
SM for the promotion of tourism businesses and activities, with a particular focus on
sustainable tourism practices. Understanding these perceptions is important in order
to identify initiatives and communication strategies appropriated to leisure-related
enterprises, contributing to and encouraging a greater and more effective use of social
networks to promote and develop sustainable tourism.
This chapter is divided into five main sections. This first section is an introduction to the main topics of this research and research aims. Section two presents the
theoretical background on SM, highlighting the advantages of SM to enterprises
and its potential to the development and promotion of sustainable tourism initiatives. The third section explains the methodology adopted to collect data. The fourth
section presents the research findings. The final section finishes by presenting the
conclusions, implications and limitations of the study.
A. I. Correia et al.
awareness, build reputation, and build loyalty (Dahnil et al. 2014). Moreover, SM
can contribute to driving customer traffic to websites, increasing sales and revenues,
improving customer satisfaction, developing new products or services, and making
informed strategic and operational decisions (Berne and Mugica 2012; He et al.
2013). Also, SM help to manage customer relations, attract customers (Wang and
Fesenmaier 2004), and create interactive relationships with customers (Fotiset al.
2008; Zeng and Gerritsen 2014), through the sharing of photos, videos, and experiences (Buhalis et al. 2011; Michaelidou et al. 2011). Through SM, businesses
can understand not only their performance, but also that of their competitors by
comparing SM data. This information can help them to identify weaknesses, find
new opportunities, and adjust their strategies (He et al. 2013).
SM can also be used to measure the level of visits to nature-based attractions
(Middleton and Hawkins 1998), to improve sustainable campaigns promoted by
enterprises (Wood et al. 2013), and to promote and to develop sustainable tourism
(Guzzo et al. 2013). Despite the recognition of the potential advantages of SM for
enterprises and the increasing number of enterprises using SM, there is still a lack of
knowledge of how SM are being used and how they can be used efficiently and effectively (Leung et al. 2013; Oliveira et al. 2017; Beier and Wagner 2016), particularly
to promote and communicate sustainable tourism initiatives (Manetti and Belluci
2016).
There are still questions that need further research, namely: which SM are chosen,
and how and why they are currently being used (in general)? How are SM being
used to promote activities and/or experiences within the context of leisure-related
enterprises? Which SM will be used in the future, how and why? Are sustainable
tourism practices being implemented and promoted through SM? If so, why and
how?
Research is therefore critical to formulate tourism-marketing strategies that adopt,
implement and promote sustainable tourism initiatives. And, at this level, leisure,
tourism and sustainability are key concepts that should be interrelated (KleinVielhauer 2008). Thus, and given the above, and based on semi-structured interviews
to leisure-related enterprises’ owners and/or managers who are operating within the
geographic context of Viana do Castelo Littoral Geopark, this research aims to identify and analyse the owners/managers’ perceptions about current and future use of
SM for the promotion of tourism businesses and activities, with a particular focus on
sustainable tourism practices. Understanding these perceptions is important in order
to identify initiatives and communication strategies appropriated to leisure-related
enterprises, contributing to and encouraging a greater and more effective use of social
networks to promote and develop sustainable tourism.
This chapter is divided into five main sections. This first section is an introduction to the main topics of this research and research aims. Section two presents the
theoretical background on SM, highlighting the advantages of SM to enterprises
and its potential to the development and promotion of sustainable tourism initiatives. The third section explains the methodology adopted to collect data. The fourth
section presents the research findings. The final section finishes by presenting the
conclusions, implications and limitations of the study.