Destination engagement on Facebook: Time and seasonality.

This paper studies the influence of time frames (posting day and posting time) and seasonality (low, medium and high) on positive/negative engagement in a Destination Management Organization (DMO) on Facebook. A content analysis was carried out on 639 posts, 178,913 audience reactions to such posts and 5330 comments. These posts were shared 45,194 times by the audience. The data analysis (regression analyses with optimal scaling) suggests that the best times to post are at 8 am , 10 am , 2 pm and 5 pm ; Thursday and Saturday are the best days to post, and the period before summer (from January to June) are the best months. These results have implications for DMOs and National Tourism Organisations (NTOs). • Posting time is the most potent predictor of engagement in the study. • Posting at 8 am, 10 am, 2 pm. and 5 pm increases positive engagement. • Posting on Thursday and Saturday increases positive engagement. • Posting before tourism high season increases positive engagement. • It is very relevant to positive engagement to post from January to June. [ABSTRACT FROM AUTHOR]