The communication of the large international urban destinations in Twitter
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The study object of this work is to analyze the communication strategy applied by large urban tourist destinations through Twitter, considered one of the main microblogging tools in the world. For this, the activity, the most used topics, the formats, and the ability to generate interaction with users and potential visitors are examined. As a methodological technique, the content analysis of the official accounts of the destinations included in the study 'City Tourism Performance Research' is proposed, which includes success stories in urban tourism, to which is added Malaga, for having been chosen by the European Commission as the Capital of Intelligent Tourism. In total, 669 tweets published between the months of September and October 2019 in the official Twitter profiles of the following cities are analyzed: Berlin, Bogotá, Buenos Aires, Copenhagen, Cape Town, Hangzhou, Linz, Málaga, Marrakech, Beijing, Tianjin, Tokyo, and Turin. It is observed that the destinations studied interact little with their followers, and hardly generate conversation. Twitter continues to be used more as an information panel than as a channel for interaction with tourists. It is concluded that this network is in decline as a means of communication for tourist destinations since the territories maintain a more intuitive than strategic presence in this social network despite the possibilities that the network offers in active listening and for planning.
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