ABSTRACT
Over half of the world’s population (58.7%) were internet users at the beginning of 2020; and the emergence of Web 2.0 technologies in 2004 has revolutionised the way in which all internet users can contribute content. The sheer scale of user-generated content (UGC) that can be published at the speed of thought means DMOs have a declining influence on their destination’s image in comparison to consumers’ increasing access to word of mouse UGC. Travellers trust and use social media in travel planning, during travel and after they return home, for a variety of reasons. While DMOs have been experimenting with Web 2.0 technologies, many have been slow to maximise the potential of social media, particularly in terms of enhancing engagement with, and between, consumers and stakeholders. Common barriers to DMO engagement have been lack of resources, organisational culture and concerns about loss of control of online content and the potential for negative publicity from UGC. It is clear however that a new paradigm shift in destination marketing has to occur as a result of the rise of influence of UGC; one that will see destination competitiveness underpinned by DMOs harnessing the opportunities presented by new technologies in a true marketing orientation, using UGC to inform decision making and to engage in relationship marketing. DMOs need a clear strategy for social media engagement, which has at its core a philosophy of social (engagement) rather than media (placement).
