Social media marketing in tourism and hospitality

A Retrospective View of Electronic Word-of-mouth in Hospitality and Tourism Management

Electronic Word-of-mouth in Hospitality and Tourism Management

Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. This influence may be especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the largescale, anonymous, ephemeral nature of the Internet ind...

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the ...

Identifying Customer Journey Opportunities in 5A Model in Tourism Industry

Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism ind...

Affiliate Marketing Optimisation in Hospitality and Tourism: a Multiple Stakeholder Perspective

This article discusses the enabling conditions that may allow hospitality and tourism businesses, and their affiliate stakeholders, to optimise and exploit affiliate marketing to its fuller potential, and proposes an affiliate marketing optimisation framework. The empirical findings are generated from an in-depth analysis of 72 online discussions from affiliate forums; and 38 interviews with th...