The use of Facebook and Twitter by DMOs in Europe

Social media promote destination image as they allow users to create and share travel-related information. This study based on Social Network Analytics and influence indicators, investigates the levels of adoption and information diffusion by Destination Management Organizations of European Countries in Facebook, and Twitter. It records the exact number of web 2.0 applications used by European countries DMO, and uses indicators of activity and influence on Facebook and Twitter. The study measures the level of information diffusion in relation to the electronic world of mouth dimension. A ranking of the countries on the basis of influence and activity is attempted.