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Measuring the Value of Social Media Marketing from a Destination Marketing Organization Perspective

  • Kumpu J
  • Pesonen J
  • Heinonen J
Springer International Publishing, (2021), 365-377
DOI: 10.1007/978-3-030-65785-7_35
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Abstract

Even though social media is one of the most significant marketing tools in tourism, the measurement of its value is still developing. Assessing return-on-investment on social media marketing is challenging. Thus, destination marketing organizations (DMOs) are...

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Kumpu, J., Pesonen, J., & Heinonen, J. (2021). Measuring the Value of Social Media Marketing from a Destination Marketing Organization Perspective. In Information and Communication Technologies in Tourism 2021 (pp. 365–377). Springer International Publishing. https://doi.org/10.1007/978-3-030-65785-7_35

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