Risks and Benefits of Social Media Events Strategy

Abstract

This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy. Events can attract tourist flows, spread the territorial image, stimulate investment, and contribute to the territorial brand. Therefore, their role becomes increasingly important for an effective territorial and tourism marketing strategy. In the events sector, communication plays a key role in shaping marketing policies, which increasingly involve interaction between actors and the use of technology. To build and communicate an event is essential to implement social media marketing strategies that foster sharing of content that significantly influences user behavior. However, the academic literature on the role of social media in event management is limited. Therefore, this study has a twofold objective: to conduct a review of the literature to systematize and contextualize existing knowledge and to identify the main benefits and risks involved in the use of social networks in events.

Citation

Monda, A., Botti, A. and Vesci, M. (2024), "Risks and Benefits of Social Media Events Strategy", Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing, 2nd Edition, Emerald Publishing Limited, Leeds, pp. 197-212. https://doi.org/10.1108/978-1-80455-888-120241010