Social media, which emerged as a result of rapid developments in information and communication technologies, is known all over the world. Social media and Web 2.0 systems provide huge benefits to its users when compared with conventional media tools such as newspapers, televisions and radio. Destinations from all over the world utilize social media liberally to compete with each other to grab bigger market shares in an overly-saturated market. Aware of the benefits it provides, municipalities use social media for various reasons such as mass announcements, information dissemination and self-promotion. Within this context, main aim of this study is to determine how municipalities of Bornova, Konak and Karşıyaka effectively utilize social media in their destination marketing activities. To achieve this goal, Instagram accounts of these municipalities examined and posts that were shared between 01.02.2021 and 28.02.2021 were analyzed through content analysis method. Findings revealed that municipalities promote and market their destinations insufficiently on their Instagram accounts. In accordance with this, findings also revealed that social media is not being exploited and utilized effectively by the municipalities on their destination marketing efforts.
Altin, O. H., & Pirnar, I. (2021). Marketing a destination on social media: Case of three municipalities of İzmir. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–13). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
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