What is Engagement

Nowadays, the internet, social media, mobile devices, and other equipment with an internet connection play a crucial role in our daily lives and the complex networks of modern society. Destination management organizations (DMO) must regard social media as essential tools for improving their competitiveness through, for instance, engagement to extract and understand customer behaviors and needs. The question is, how may DMO tackle the challenge of bringing social media into their communication plans and strategies? With this challenge in mind, a model was designed and tested to contribute to the DMO's goal of integrating and enhancing the use of social media in their communication and promotion-related activities. The model presented in this chapter is partially the result of two questionnaires. One applied to travelers, and the other was used with DMO and in the observation of the usage of several DMO social media accounts; and a case study was developed in cooperation with a local DMO.