Promotion of cultural tourism in social networks: the case of “la noche en blanco” in Malaga

Eduardo Villena Alarcón


Social networks are essential to the tourism. In fact, many destinations have different profiles that converge in content in order to offer to visitors a representative and attractive image of the city. Therefore, this research, through the content analysis, carries out a comparative study among the different social networking accounts that the City Council of Malaga use in order to spread the messages related to culture and tourism in the Noche en Blanco. The relevance of the text is supported by the results, which allow us to discern the best communication strategies in social networks for attracting visitors to the cities.



Social media, Málaga, culture, marketing, public relations

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