Social media use in Tyrolean destinations

In spring 2017, MCI Tourismus conducted a study on the distribution and use of social media in the 34 Tyrolean tourism associations as part of the TTR Tirol Tourism Research cooperation. The aim of this study was to find out to what extent social media is an important part of the communication of a Tyrolean destination and what strategies and resources are used to organize the various social media presences.

The objectives of this study are specifically divided into the following areas:

• Examination of the importance of social media within the Tyrolean tourism associations
• Determination of internal resources and strategy for the social media presence
• Existing and future challenges
• Network potential within a destination with stakeholders and with other Tyrolean tourism associations

This study is divided into a quantitative and a qualitative part. For the quantitative part, as a first step, all 34 Tyrolean tourism associations were invited to take part in the study in February 2017 by email to their management or marketing managers. All but one tourism association took part in the study. The study was conducted using an online questionnaire in the period from February 14, 2017 to March 30, 2017.

As part of the quantitative study, the marketing managers who would also be available for a personal interview were asked. The next step was to conduct a personal interview with these representatives in summer 2018 about further challenges, goals and characteristics of social media in Tyrolean tourism. In addition to two scientific conferences, the results of the study were presented to the social media managers of the Tyrolean tourism associations at the 1st Tirol Online Day on July 11, 2018. Below you will find the TTR infographic on the quantitative results of the study, the presentation of the results at the Tirol Online Day and the overall study.