Periódico: Tourism and Hospitality International Journal
Fonte: Tourism and Hospitality International Journal ; Vol. 3 No. 1 (2014): September 2014 [4th Edition]; 90-117
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Resumo: The information and communication technologies have revolutionized society, causing substantial changes in the consumption of tourism products. Social networks have taken great importance in recent years, both in everyday life and in business communication. The nightlife industry relies on these social tools for the dissemination of information to give their offers to more people. This paper lists the tools available to companies for their promotion in social networks (Facebook, Twitter, and Youtube), and a multicase of the impact study was carried out in these social networks of clubs (Pacha Ibiza, Space Ibiza, Privilege Ibiza, Fabrik Madrid and Razzmatazz Barcelona), beach clubs (Nikki Beach Mallorca, Nassau Beach Mallorca, Shoko Barcelona, Oli Ba Ba Valencia and Bora Bora Ibiza) and musical hotels (Ushuaïa, Mallorca Rocks, Ibiza Rocks, Hard Rock Hotel and Destino Ibiza) representative of the sector in Spain. The objective is to detect firms with greater impact on social networks and example to be followed by the rest. It is observed that the establishments with greater impact on social networks are Pacha Ibiza, Space Ibiza and Ushuaïa, innovative companies and world leaders in the view of professional (Miami Winter Music Conference) and amateurs (DJMag). The cases studied indicated that the large establishments of Ibiza are leaders in social networks and the impact on social networks a good indicator of popularity.
