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This paper explores how the national tourism organizations (NTOs) of the top 10 most-visited countries by international tourists strategically employ Facebook to promote and market their destinations. Based on big data retrieved from the NTOs' Facebook pages, and leveraging advanced metrics for...

Mariani, M. M.; Mura, M.; Felice, M. di
Elsevier, Amsterdam, Netherlands
Journal of Destination Marketing & Management, 2018, 8, pp 312-325