Social media interaction in sponsorship of destinations: case study of Iceland

Abstract

[eng] The current situation about Iceland as a tourism destination will be analysed through a SWOT (strengths, weaknesses, opportunities and threats) analysis. The results from this first action will be used to create a DMS (digital marketing strategy) with the objective of applying best practices of the conceptual framework to the Social Media strategy. In this particular case, the strategy will focus on the tools of Facebook, Instagram and Youtube. Finally, some KPI’s (key performance indicators) will be suggested to monitor the results and effectiveness from the Social Media campaigns