ABSTRACT
One major development in the evolution of the internet is the increasing popularity of social media platforms. Social media are particularly essential for travellers, as tourism involves information-intensive activities and consists of products and services that are intangible in nature where consumers do not have a chance to test or experience prior to consumption. Marketing activities at the destination level are primarily associated with strategies to entice potential tourists to visit a destination. The researchers identified specific marketing functions brought about by the shift in marketing strategy from traditional to Web 2.0-appropriate methods. Destination management organizations (DMOs) play a significant role in marketing and development activities for a destination. DMOs have realized the benefits of social media marketing and have begun to extensively utilize the platforms as viable marketing tools. The chapter explains the social media platforms officially used by Visit Orlando in its online marketing campaign. They include Facebook, Twitter, YouTube, Pinterest, and Instagram.
