СОЦИАЛНИТЕ МЕДИИ – СТРАТЕГИЧЕСКИ МАРКЕТИНГОВ ИНСТРУМЕНТ ЗА УПРАВЛЕНИЕ НА РЕПУТАЦИЯТА В ТУРИЗМА – ПО ПРИМЕРА НА СЪВЕТА ПО ТУРИЗЪМ – ПЛОВДИВ
SOCIAL MEDIA – A STRATEGIC MARKETING TOOL FOR REPUTATION MANAGEMENT IN TOURISM – THE CASE OF THE TOURISM COUNCIL – PLOVDIV

Author(s): Yulia Dzhabarova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Икономически университет - Варна
Keywords: reputation managemen; social media; tourism industry; consumer behaviour
Summary/Abstract: This article will present how one of the most authoritative organizations in the field of tourism in Plovdiv and the region – the Tourism Council, uses social media to manage its reputation among clients and partners. Like any company, this non-governmental organization faces daily situations where it must respond to both positive reviews and negative publicity. This directly influences audience behavior – from positive attitudes and attachment to creating a negative image that undermines the organization’s reputation, i.e., it reflects on the overall feeling, impression, and knowledge of the public about the organization. Reserving a good reputation revolves around effectively communicating and building solid relationships (Chondrogiannis et al., 2019). The research and management of social media impact, as part of tourism management, can serve as a strategic marketing tool for sustainable development not only of the organization, but also of the local communities engaged in the tourism industry. The research was conducted by using primary data, provided with the kind assistance of the Tourism Council – Plovdiv.

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