Date of Award

Fall 2019

Degree Type


Degree Name

Master of Science - Human Sciences


Human Sciences

First Advisor

Dr. Chay Runnels

Second Advisor

Dr. Ray Darville

Third Advisor

Dr. Mary Olle

Fourth Advisor

Dr. Amy Mehaffey


This study took an in-depth look at the social media utilization and best practices of Convention and Visitors Bureaus (CVBs) in selected mid-size Texas cities. Although there has been much social media research related to the tourism industry, little has been focused on local CVBs. Semi-structured interviews were administered with the marketing and/or social media directors at ten participating CVBs. Content analysis was performed on the Facebook and Instagram posts published by the participating CVBs during the time period of April 15 to May 15, 2018.

Various statistical analysis procedures were run on the resulting content analysis data, and many patterns and relationships were found, many of which correlated to subthemes found in interviews. When various social media tactics were analyzed in relation to levels of engagement, including the number of likes, comments, or shares on posts, it was found that some tactics lead to higher or lower engagement levels.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.



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