Social Media and Creativity: How to Engage Users and Tourists

Social Media and Creativity: How to Engage Users and Tourists

Antonín Pavlíček (University of Economics, Czech Republic)
Copyright: © 2017 |Pages: 22
DOI: 10.4018/978-1-5225-2016-0.ch009
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The usage of social media is vital part of businesses practices and lives of individuals today, tourism being not exception. Yet, despite the wide reach of social networks there is a lack of understanding which factors contribute to becoming an influencer on social network services. This chapter particularly focuses on the largest video-sharing platform YouTube. It analyzes common success factors in three different countries: Canada, Germany, Italy and concludes by explaining which factors can be considered as relevant in order to succeed on YouTube. The objective is to find common factors which enable Youtubers to succeed. Predict which quantitative and qualitative elements can actually influence the success of a Youtuber and through ANOVA, Descriptive Analysis and Linear Regression find if there's actually a link between these elements and the number of subscribers. Lastly, it will try to assess on three case studies, how different tourist destination use the power of YouTube.
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Social media is considered any site that provides a network of people with a place to make connections (Pavlicek, 2014). Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.(, 2016)

The most prominent examples of social media include:

Facebook is the most popular social networking website. Internet users spend more time on Facebook than any other website /statistics from the Nielsen Group/.

  • 1.5 billion monthly active users, 1.3 billion monthly active mobile users

  • Users share 3 million links every hour

  • Revenue US$ 18 billion in 2015

  • 3rd most visited site according to

Twitter is a microblogging service that broadcasts short posts called tweets. Twitter members can broadcast their own tweets, or distribute (re-tweet) the messages from other users they follow.

  • 289 million active users

  • Micro blogging social site that limits posts to 140 characters

  • Largest penetration in the US but spreading slowly and steadily in Europe as well

  • 9,100 tweets happen every second

  • 9th most visited site according to

Google+ is an interest-based social network owned and operated by Google, designed to replicate the way people interact offline more closely than is the case in other social networking services. Google+ is Google's fourth attempt to break into social networking business (following Google Buzz /2010 – 2011/, Google Friend Connect /2008 – 2012/, and Orkut /2004 – 2014/.

  • 300 million active users

  • Allows for brands and users to create circles

  • Google implements Hangouts, Picasa Photos and other services into the system to get more users

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