Dubai is currently one of the world’s leading cities in the tourism field. Expo2020 has placed it in a remarkable position in sustainable tourism development amongst other tourist destinations. Information communication technologies (ICTs) have become essential for connecting tourism destinations with their visitors and other market partners. X (Twitter) facilitates online communication; embracing it have proved to be critical for boosting the brand image and reputation of tourism spots and augmenting their competitive advantage in the market. User-generated content (UGC) and electronic word of mouth (eWOM) have become important key players in this field. The purpose of this research was to deepen the study of the Expo2020 event in relation to tourism within the framework of ICTs. To do so, 3811 tweets posted from April 2021 to March 2022 using the hashtags #expo2020 and #visitdubai were analyzed. Users generated more than 10 tweets daily on this topic. Dubai’s institutional accounts were highly involved in creating content, leading personal accounts to follow the eWOM and UGC. Destination marketing organization (DMO) related to the Indian segment account stood out as one of the main players in the analyzed sample.
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