Strategie promozionali degli operatori del lusso in Facebook

The aim of this study is to illustrate the discursive and promotional strategies that luxury tour operators use on Facebook. For this purpose, Facebook posts published on the official pages of luxury tour operators were compared with posts published by general or budget tour operators on their own pages. The posts were analysed both quantitatively and qualitatively in terms of their content, images used, and linguistic features. The results suggest that luxury tour operators use their official Facebook pages like a catalogue of destinations, whereas general and budget tour operators use their pages to engage clients in forms of (social) interaction and to create a community.