These days, our next holiday destinations and itineraries are literally just a few clicks away. Travelers are increasingly turning to social media for reviews before making decisions. As such, social media plays a prominent role in the travelers’ decision making process and is a strategic tool for tourism providers. Tourism marketers, look no further, here are ten resources to read before developing your social media strategy.
Teare, R., Baloglu, S., & Bowen, J. (2015). What is the current and future impact of social media on hospitality and tourism? (Worldwide Hospitality and Tourism Themes, Volume 7, Issue 3).
Social media has dramatically changed how people communicate, participate, and collaborate This ebook investigates the ways in which social media impacts and will affect the tourism and hospitality industry. Geography no longer isolates customers from other customers and user generated content on social media platforms such as TripAdvisor are powerful tools. This ebook provides a glimpse into how social media is used should be used and will be used by travelers and travel related companies across the globe.
Simon Hudson & Karen Thal (2013) The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing, Journal of Travel & Tourism Marketing, 30:1-2, 156-160, DOI: 10.1080/10548408.2013.751276
Consumers are now engaging with brands on a more sophisticated level, thanks to social media. This article provides relevant examples and describes how savvy tourism marketers are benefiting from social media engagement.
Minazzi, R. (2015). Social Media Marketing in Tourism and Hospitality.
This book offers an in-depth study of how social media contributes towards word-of-mouth (WOM) marketing and its implications for both the consumer and service provider. Attention is drawn to the relationship between WOM on social media and the traditional marketing mix as well as its impact on brand value.
Aaron Tham, Glen Croy & Judith Mair (2013) Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions, Journal of Travel & Tourism Marketing, 30:1-2, 144-155, DOI: 10.1080/10548408.2013.751272
WOM is an important element of tourism marketing This conceptual article advances the understanding of electronic WOM and its influence on destination image and choice. Considerations are for DMOs to create opportunities for past visitors to narrate memorable tourism experiences and engage audiences with stronger destination images on social media.
Munar, Ana MariA, & Jacobsen, Jens Kr. Steen. (2014). Motivations for sharing tourism experiences through social media.(Author abstract). Tourism Management, 43, 46.https://doi.org/10.1016/j.tourman.2014.01.012
When and how are travelers motivated to share content on various social media? This article reveals that that they are more willing to share when there are altruistic and community-related motivations as well as when visual content can be created. Sharing through social media goes beyond simply providing information. Rather, they are valuable articulations of sociability and emotional support.
Harrigan, Evers, Miles, & Daly. (2017). Customer engagement with tourism social media brands. Tourism Management, 59(C), 597-609.https://doi.org/10.1016/j.tourman.2016.09.015
Social media has a role in building loyalty and trust, which are important attributes of a traveler’s decision making process. This article studies these phenomena, then proposes a customer engagement scale and framework for customer engagement facilitated by social media. Through which, tourism brands can better assess the nature of their customer engagement on social media.
Social Media impact on tourism. (2011). Travel Talk-Middle East, Travel Talk-Middle East, Oct 10, 2011.
Given the myriad of social media platforms, this article studies which ones are most frequently used by young travelers who visit Barcelona (Catalonia). Not surprising, Facebook, Twitter, Instagram and Foursquare are the most popular types of social media for both male and female users.
Shao, Li, Morrison, & Wu. (2016). Social media micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management, 54, 439-451. https://doi.org/10.1016/j.tourman.2015.12.013
Marketing destinations by micro-films or short movie clips via social media is gaining popularity among Asian destinations. Using a case study from the city of Shaoxing, China, this article reveals how micro-film marketing is a powerful tool which can engage audiences through emotional engagement. Utilizing a romantic theme, the destination which has limited appeal managed to successfully market itself on social media.
Stephanie Hays , Stephen John Page & Dimitrios Buhalis (2013) Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, 16:3, 211-239, DOI: 10.1080/13683500.2012.662215
Social media offers Destination Management Officers (DMOs) with a tool to reach a global audience with limited resources. This article explores the usage of social media among the top ten most visited countries by international tourists. A framework of best practice for other national tourism organizations (NTOs) to learn from is identified by analyzing the usage and impact of social media marketing strategies.
Uşaklı, Koç, & Sönmez. (2017). How 'social' are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6(2), 136-149.https://doi.org/10.1016/j.jdmm.2017.02.001
How do European DMOs use social media to promote and market their destinations?
This article explores social media engagement by the fifty European countries on Instagram, YouTube, Facebook and Twitter. Content was further analyzed according to content, major theme, information type, level of engagement, level of interactivity, promotion and customer service. Among all European destinations, Turkey, Finland, Ireland, Netherlands and Spain were found to have a higher level of engagement, whereas France, Cyprus, Russia, Luxembourg and Norway were found to be more interactive.
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