Abstract:

The destination communication is carried out by a diversity of actors, from the local community, to the tourists, the public and the private sector The local community has taken on an increasingly active role with regard the communication of a destination, since it is in direct contact with the tourist, assuming a informal role of the destination promoters. This communication is progressively generated through information and communication technologies (ICT), namely social networks. In this article the communication contribution of the tourist entities of the Trás-os-Montes lands (a region in the northeast part of Portugal) is analyzed. For that an evaluation was carried out on their online presence and its way of communicating the region. The findings offer relevant insights for the destination managers and policy makers.