Brand strategies in social media in hospitality and tourism (original) (raw)
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International Journal of Mechanical Engineering, 2022
This paper explores various digital media marketing techniques in hospitality and tourism.The main objective of this manuscript is to highlight the importance of the role played by social media in the hospitality industry. This research aims to evaluate the uses of various social media platforms in the Hospitality and Tourism industry. Thereby also evaluating different strategies and tools of digital media marketingsocial media marketing in Hospitality and Tourism Industry Social media is relatively young. The objective for corporations to invest and participate in social media platforms is to offer an alternative mode of communication. Also, it helps to cultivate long term relationships with their guests. People from all over the world are using and associating with web2.0. Besides this, the recent studies of this field prove that user-generated content is the most important element in the process of decision-building of the customers who visited. For innovative enterprises, the efficiency of communication and outreach is of key importance for the success of their business. The use of at the faster rate of social media tools brought a big change in the field of the Hospitality and Tourism sector. The paper combines the various research studies that hold up its arguments and supports a good and rich theoretical foundation of its paradigms.
2013
Daniel Leung , Rob Law , Hubert van Hoof & Dimitrios Buhalis (2013): Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, 30:1-2, 3-22 ABSTRACT. Being one of the “mega trends” that has significantly impacted the tourism system, the role and use of social media in travelers’ decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers’ and the suppliers’ perspectives, this article found that consumer-centric studies generally focused on the use and impact of social media in the research phase of the travelers’ travel planning process. Supplier-related studies have concentrated closely on promotion, management, and research functions, but few discussed product distribution. Research findings thoroughly demonstrate the strategic importance of social media for tourism competitiveness. This study also contributes to the academia and industry by identifying some research voids in extant research and providing an agenda for future research.
A bibliometric analysis of social media in hospitality and tourism research
International Journal of Contemporary Hospitality Management, 2019
Purpose While the importance of social media will continue to grow, the purpose of this study is to provide a retrospective systematic literature review of the social media research published in major hospitality and tourism journals over a specific time period. Design/methodology/approach The study conducted a bibliometric analysis to review the literature of 439 social media articles published in 51 hospitality and tourism journals over a 15-year time span (2002-2016). Findings Ulrike Gretzel authored the highest fractional citations. The results indicated that social media-related research was mostly published in top-tier journals. The International Journal of Contemporary Hospitality Management was amongst the four leading journals in terms of the percentage of published social media articles. While inter-country social media research collaborations were relatively modest, interestingly, inter-country collaborations have been steadily increasing in the past five years. Another f...
Social Media a Promotional Tool: Hotel Industry
JOURNAL OF ADVANCES IN HUMANITIES, 2017
The advent of new technology such as the social media has become one of the important business imperative. It has altered marketing strategies of growing hotel industry. Its interactivity and accessibility qualify it as one of the most cost effective marketing tools today. With growing competition and demand hoteliers need to rethink their strategy at each level of business model and also need to align its strategies with customer requirement. This research seeks to explore use of social media by business hotels in NCR and customers perspective in context to usage and advantages of social media. The results and limitations of the study and future directions of research are discussed.
Social Media Marketing in Tourism and Hospitality
2015
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Social media as tool for the analysis of communication and categorization of hotels
CUICIID 2019, A stuning compilation of papers, 2019
Tourism is an important reference in the economic development of Barranquilla, capital of the Department of the Atlantic, according to the Tourism Information Center CITUR (2016), the department received 153000 international passengers and almost 1.3 million domestic passengers in 2016, increased from 140 hotels in 2012 to 187 in 2016, the growth of international passengers increased from 5% in 2012/13 to 14% in 2015/16, in relation to domestic passengers went from 15% in 2012/13 to 6% in 2015/16 [1]. Domestic tourism - foreign tourists and domestic tourists according to UNWTO (2010) [2] - in the department of the Atlantic has shown permanent growth, to maintain and exceed these achievements, it is significant to examine substantial aspects that influence in the recruitment and loyalty of potential customers. Considering that the use of technologies is relevant in the commercialization of the hotel industry, it seems to be crucial to analyze how hotels can use them to communicate with customers and obtain their loyalty. The main objective of this work is to analyze the categorization and communication of hotels in social media and internet sites, this allowed to verify if the establishments that demonstrate better communication strategies and more interaction in the social media obtain the best rating in hotel search engines. Therefore, this research focused fundamentally on: categorization and reputation of hotels on the internet as essential factors for attracting customers; and social media as an instrument to inform the portfolio of hotel services, as well as for encouraging potential customers to make the purchase of these. In order to accomplish the objective, based on the data obtained through the observation of the social networks and internet sites of the hotels, the following was identified: category, reputation in search engines, and the use of internet platforms as communication and interaction tools with current and future customers. Finally, based on the findings, a comparative analysis was made between communication in social networks and internet sites and the reputation of hotels. In this manner, the research shows a practical approach of social media as a tool for the categorization of hotels and the management of communication strategies.
THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN THE HOTEL INDUSTRY
ijetrm journal , 2020
The unparalleled popularity of social media has forced scholars to inquire about the marketing effectiveness, especially in the hotel industry. This study attempts to analyze the marketing effectiveness of two different social media sites (Facebook and Instagram) in the hotel industry. Integrating the attitude toward the ad (Aad) model with the concepts of attitude toward the social media page, this study proposes a theoretical model of social media marketing effectiveness in hotels. Based on the data collected from the online survey, the goodness of fit of the model implies that the Aad model provides a befitting theoretical framework to explain the effectiveness of social media marketing in the hotel industry. The results revealed that hotel customers' social media experiences influence their attitude towards the social media site, which further influences their trust and attitude towards the hotel brand, and hotel customers' attitude towards the hotel brand affects their intentions of booking that hotel and, in turn, intentions to spread the electronic word of mouth. The study also indicates that different social media sites display almost the same marketing effectiveness, suggesting that hotel managers use the very same marketing tactics for both Facebook and Instagram marketing.
With the increase in the number of internet users the use of social media has grown over the past decade. And the usage has progressively grown from individuals to businesses. Many organizations today proactively use social media as a vehicle to reach out to millions of prospective and repeat customers. Businesses in the service industry, such as hospitality, that engage in constant communication with guests are drastically changing their marketing strategies by choosing this new age interactive media over traditional practices of marketing and public relations. This paper will take into account the changes from a consumer's perspective with respect to the various channels of social media that have impacted their purchasing decisions and brand loyalty.
Role of Social Media Networks in Promoting Hotel Industry
International Journal of Scientific Research in Science and Technology, 2021
In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.