The power of photographs in the communication and public relations of tourist destinations and their brands through Facebook and Flickr

  1. María Isabel Míguez-González 1
  2. Assumpció Huertas 2
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

  2. 2 Universitat
Revista:
Catalan journal of communication & cultural studies

ISSN: 1757-1898

Ano de publicación: 2015

Título do exemplar: Public Relations: Communication, engagement and dialogue

Volume: 7

Número: 2

Páxinas: 197-215

Tipo: Artigo

DOI: 10.1386/CJCS.7.2.197_1 DIALNET GOOGLE SCHOLAR

Outras publicacións en: Catalan journal of communication & cultural studies

Resumo

Social media, which are important tools of public relations, have revolutionized the communication of tourist destinations. Photographs are one of the elements that communications managers of destinations can use to communicate their brands. But how are these photographs used via social media? The results of this study show a more frequent use of photos on Facebook, whereas the use of photo-sharing sites such as Flickr is still not very widespread. Photos best communicate emotional values, but destinations most often use them to present their attraction factors. In addition, in many destinations there is a lack of communication strategy in the use of pictures, which complement information without regard for any actual communication criteria. The useful recommendations for destinations that can be drawn from the results are: a more strategic use of photographs in communication via social media and the utilization of their potential in communicating the brand’s emotional values.

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  • Míguez-González, M. I. and Huertas, A. (2015), ‘The power of photographs in the communication and public relations of tourist destinations and their brands through Facebook and Flickr’, Catalan Journal of Communication & Cultural Studies, 7: 2, pp. 197–215, doi: 10.1386/cjcs.7.2.197_1
Fonte de datos: Dialnet