Resumen de The profile of public relations as a key to success for digital communication in tourist destinations

Francisco Javier Paniagua Rojano , Noemí Rabassa Figueras, Dolors Setó Pàmies

• The aim of the present work is to examine the profile of the people who manage digital communication in the main Spanish tourist destinations, and ascertain how they plan the strategy and their presence in the major social media. The research stems from the assumption that most of them have received training in the field of communication and public relations, although a need is perceived to expand their training towards other areas to enable better management of the social media. This communication, based on the study of the case of tourist destinations in different Spanish autonomous communities, is supported by both the quantitative and qualitative method, as a survey is conducted among managers of social networks in the chosen destinations and in an interview held with the communication officers in order to identify their role in the structure of the department, their functions and training needs.