This research aimed to provide a more informed and systematic basis on which to develop
the positioning strategy in social media due to the interactive capacity and influence that social
media has in the success of tourist destinations. In particular, we investigated the role of
stakeholders. We carried out an exploratory study using a mixed method which included interviews
and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter,
and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide
insight into how tourist destinations promote their image through the use of social media. Social
media was found to be a strategic platform for enhancing brand image and achieving tourist
engagement. Additionally, the role of stakeholders in supporting and facilitating the image
destination strategy is worth highlighting. This study shows that the results achieved by social
media can be improved by identifying all stakeholders and defining a content generation strategy
by integrating and adding value.
