Social media marketing of international DMOs in Russian social network VKontakte. Case study: Catalan Tourism Board, comparative content analysis and recommendations for improvement

Abstract

The objective of this thesis is twofold. Firstly, to carry out the comparative content analysis of publications of the selected DMOs in the Russian social network VK, for identification of best practices of effective destination promotion. Secondly, to suggest recommendations for improvement to our regional DMO Catalan Tourism Board, based on the performed empirical analysis and academic research