Resumen

PEREZ-GARCIA, Antonia  y  TORRES-VALDES, Rosa María. EMPLOYMENT AND LOCAL DEVELOPMENT AGENCIES AND THE USE OF SOCIAL NETWORKS FOR THE PROMOTION OF RELATIONAL TOURISM. Innovar [online]. 2019, vol.29, n.72, pp.77-88. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v29n72.77933.

The aim of this paper is to present the analysis carried out or the use of social networks, focused on Facebook, on a sample of Employment and Local Development Agencies located in the province of A Coruña (Spain). The main objective of this research is to identify positive and negative aspects of the implementation of Facebook in the agencies studied, according to a ranking established by the Likealyzer content analysis tool. The use of Facebook as a part of public relations strategy and the public communication policy institutions, seems to be something logical because nowday nobody doubts of the advantages that this social network offers, such as relational and promotional opportunities; however this study reveals that the management of Facebook in local development agencies presents problems which make difficult to take advantage of this social network for touristic promotion of the territory. The advancement of technology and social networks provides a "glocal" panorama for local employment and development agents that make this study relevant in the field of local development management through tourism promotion. The results shows that the consequences of shortcomings on the management of social networks are the emergence of problems on communication and governance of the image towards their public.

Palabras clave : Local development; social networks; Facebook; Likealyzer; tourism; public relations.

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