DESTINATION MANAGEMENT ORGANIZATIONS IN CENTRAL SLOVAKIA ON FACEBOOK: INFLUENCE OF A CONTENT AND A FORMAT OF POSTS ON THE NUMBER OF INTERACTIONS
DESTINATION MANAGEMENT ORGANIZATIONS IN CENTRAL SLOVAKIA ON FACEBOOK: INFLUENCE OF A CONTENT AND A FORMAT OF POSTS ON THE NUMBER OF INTERACTIONS

Summary/Abstract: Social media offer destination management organizations great opportunity to communicate, get and stay in touch with potential and existing tourists. Important is to take advantage of it in way that benefits the organization as well as whole destination. The goal of this paper is the analysis of influence of a content and a format of Facebook posts on the number of followers´ interactions. Data for research were gained by analysis of each post posted by chosen regional destination management organizations in Central Slovakia during the chosen period (summer season). We used descriptive statistics and Kruskal-Wallis Test to obtain the results, namely identification of influence of different post content and post format on the followers´ interactions. Results showed that the influence of a different type of post content and a different type of post format on the number of interactions was identified as a significant and that there exists a huge contrast between most posted posts and most popular posts among followers.

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