Marketing and Communication of Tourism Organizations on Social Media: A Case Study of Porto and the Northern Region of Portugal

Abstract

This report aimed at summarizing an important and innovative study (especially in the Portuguese context) about tourism communication on social media in an ever growing international destination: Porto and the Northern Region of Portugal. In a time marked by the overwhelming cultural, social and political importance of social networks, their study becomes of a paramount importance. The recent economic rise of the tourism sector in Portugal grants further relevance to this study, which intended to contribute to the analysis of the new dynamics in promoting tourism on social media and institutional websites.