Memetic transfer of attributes of the image as an element of content management of tourist SNS

Abstract

The article presents an innovative approach to content management, resulting from the synthesis of biological and management sciences. The aim of the article was to develop a theoretical foundation for the assessment of the effectiveness of the spread of content of a memetic nature. To achieve the objectives of the paper the author has applied the method of quantitative and qualitative analysis of content and the method of literature analysis. Based on the proposed evaluation capacity factor of a single attribute of memetic content, an analysis of the content (photographs) published on fb fan pages of selected hotels in Poland has been conducted. Identifying the specific memetic attributes in the population of the analysed photographs, the potential of spreading of particular groups of content within the social network has been examined. It has been shown that the proposed rate may support the process of content management, in the context of, among others, creating an image of a tourist site.