Facebook Promotion of the Great Spa Towns of Europe by the NTOs

Research reveals that National Tourism Organizations (NTOs) of the UNESCO-listed Great Spa Towns of Europe rarely promote spa & wellness tourism on Facebook, with only Belgium and Czechia highlighting these destinations among their posts. Analyzing three years of data from 11 towns across seven countries, the study found significant disparities in promotion, with some NTOs entirely omitting references to their Great Spa Towns. This suggests a missed opportunity for leveraging social media to boost spa tourism, despite its cultural and heritage significance.

(Ed.). (2021). Facebook Promotion of the Great Spa Towns of Europe by the NTOs. Proceedings of the the International Scientific Conference in the Field of Tourism and Hospitality SITCON 2021, 120–123. https://doi.org/10.15308/sitcon-2021-120-123