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IS SOCIAL MEDIA A VALUABLE TOOL FOR EVALUATION OF TOURISM SERVICES? EVIDENCES FOR BUCHAREST METROPOLIS AS A TOURISM DESTINATION
Abstract
Tourism stakeholders are not currently using information and communication technologies (ICT) and social media tools at its full effectiveness, in order to relate and engage with tourists. Unfortunately, social media is not differentiated as a specific and vital marketing tool in order to enrich marketing strategy. DMO need to pay attention to social media websites because they assist consumer-generated content, and in order not to undermine their authority. Organizations no longer have ultimate power over their image. DMO should develop a more flexible strategy incorporating social media as a marketing tool. This paper presents the perceptions of tourists about tourism services provided by tourism operators from Bucharest metropolis, via social media networks, namely Booking, TripAdvisor and mobile applications.
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