Abstract
Social media and mobile devices have changed how tourists’ experiences are created and the ways travelers and companies interact. Increasingly, multichannel and multimedia systems characterize the relationship between customers and companies. Travel companies face a more competitive environment, now influenced by new online actors, and they must improve their communication strategies to satisfy an increasingly demanding traveler who is more oriented to conversations than to simple interactions. Social media has contributed to a paradigm shift: from one-way communication to three-way communication. Companies employ different methods when attempting to optimize social media use and communicate with current and potential consumers. Various approaches could be identified: from simple methods that are disconnected from the corporate strategy to fully integrated approaches. By referring to mainstream literature, the chapter discusses and examines the approaches that travel and tourism companies may adopt with particular emphasis on utilizing fully integrated social media strategies which aim to learn from consumers and create customer engagement.
References
Ahani A, Rahim NZA, Nilashi M (2017) Forecasting social CRM adoption in SMEs: a combined SEM-neural network method. Comput Hum Behav 75:560–578
Anderson CK (2012) The impact of social media on lodging performance. Cornell Hosp Report 12(5):4–12
Aslanzadeh M, Keating BW (2014) Inter-channel effects in multichannel travel services: moderating role of social presence and need for human interaction. Cornell Hosp Q 55(3):265–276
Bai B, Hu C, Jang S (2006) Examining E-relationship marketing features on hotel websites. J Travel Tour Market 21(2/3):33–48
Bateson JRG, Hoffman KD (1999) Managing services marketing, Forth Worthh. Tx:Harcourt College
Bauer HH, Grether M, Leach M (2002) Building customer relations over the Internet. Indus Market Manag 31(2):155–163
Berger J, Iyengar R (2013) Communication channels and word of mouth: how the medium shapes the message. J Consumer Res 40(3):567–579
Berger J, Milkman KL (2013) Emotion and virality: what makes online content go viral? GfK Market Intell Rev 5(1):18–23
Berry LL (1995) Relationship marketing of services-growing interest, emerging perspectives. J Acad Market Sci 23(4):236–245
Bore I, Rutherford C, Glasgow S, Taheri B, Antony J (2017) A systematic literature review on eWOM in the hotel industry: current trends and suggestions for future research. Hosp Soc 7(1):63–85
Brabham DC (2008) Crowdsourcing as a model for problem solving an introduction and cases. Convergence Int J Res New Media Technol 14(1):75–90
Brodie RJ, Hollebeek LD, Juriæ B, Iliæ A (2011) Customer engagement conceptual domain, fundamental propositions, and implications for research. J Serv Res 14(3):252–271
Bryce D, Curran R, O’Gorman K, Taheri B (2015) Visitors’ engagement and authenticity: Japanese heritage consumption. Tour Manag 46:571–581
Buhalis D, Sinarta Y (2019) Real-time co-creation and nowness service: lessons from tourism and hospitality. J Travel Tour Market 36(5):563–582
Buhalis D, Harwood T, Bogicevic V, Viglia G, Beldona S, Hofacker C (2019) Technological disruptions in services: lessons from tourism and hospitality. J Serv Manag 30(4):484–506
Buttle F (1998) Word of mouth: understanding and managing referral marketing. J Strateg Mark 6(3):241–254
Cabiddu F, De Carlo M, Piccoli G (2014) Social media affordances: enabling customer engagement. Ann Tour Res 48:175–192
Cambra-Fierro JJ, Centeno E, Olavarria A, Vazquez-Carrasco R (2016) Success factors in a CRM strategy: technology is not all. J Strateg Mark 25(4):316–333
Cervellon MC, Galipienzo D (2015) Facebook pages content, does it really matter? Consumers’ responses to luxury hotel posts with emotional and informational content. J Travel Tour Mark 32(4):428–437
Chan ICC, Fong DKC, Law R, Fong LHN (2018) State-of-the-art social customer relationship management. Asia Pac J Tour Res 23(5):423–436
Chang HL, Chou YC, Wu DY, Wu SC (2018) Will firm’s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products. Decis Support Syst 107:13–25
Chathoth PK, Ungson GR, Harrington RJ, Chan ES (2016) Co-creation and higher order customer engagement in hospitality and tourism services: a critical review. Int J Contemp Hosp Manag 28(2):222–245
Chevalier JA, Mayzlin D (2006) The effect of word of mouth on sales: online book reviews. J Mark 43(3):345–354
Choudhury MM, Harrigan P (2014) CRM to social CRM: the integration of new technologies into customer relationship management. J Strateg Mark 22(2):149–176
Christopher M, Payne A, Ballantyne D (1991) Relationship marketing. Heinemann, London
Clathoth PK, Ungson GR, Altinay L, Chan ESW, Harrington R, Okumus F (2014) Barriers affecting organizational adoption of higher order customer engagement in tourism service interactions. Tour Manag 42(1):181–193
Constantinides E, Fountain SJ (2008) Conceptual foundations and marketing issues. J Direct Data Digit Mark Pract 9(3):231–244
De Bruyn A, Lilien, GL (2008) A multi-stage model of word-of-mouth influence through viral marketing. Int J Res Market 25(3):151–163
Delgadillo Y, Escalas JE (2004) Narrative word-of-mouth communication: exploring memory and attitude effects of consumer storytelling. Adv Consum Res 31(1):186–192
Dellarocas C (2003) The digitization of word of mouth: promise and challenges of online feedback mechanisms. Manag Sci 49(10):1407–1424
Dewnarain S, Ramkissoon H, Mavondo F (2019) Social customer relationship management: an integrated conceptual framework. J Hosp Mark Manag 28(2):172–188
Dijkmans C, Kerkhof P, Beukeboom CJ (2015) A stage to engage: social media use and corporate reputation. Tour Manag 47:58–67
Dobele A, Lindgreen A, Beverland M, Vanhamme J, van Wijk R (2007) Why pass on viral messages? Because they connect emotionally. Bus Horiz 50(4):291–304
Doh SJ, Hwang JS (2009) How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychol Behav 12(2):193–197
Dye R (2000) The buzz on buzz. Harv Bus Rev 78:139–146
Elowitz B, Li C (2009) The world’s most valuable brands. Who’s most engaged?-ENGAGEMENTdb-Ranking the Top 100 Global Brands
Essawy M (2005) Exploring the presence and exploitation of e-relationship marketing by UK based multi-unit hotel brands. Inf Commun Technol Tour 11:338–349
Felix R, Rauschnabel PA, Hinsch C (2017) Elements of strategic social media marketing: a holistic framework. J Bus Res 70:118–126
Ferrer-Rosell B, Martin-Fuentes E, Marine-Roig E (2019) Do hotels talk on Facebook about themselves or about their destinations? In: Information and communication technologies in tourism 2019. Springer, Cham, pp 344–356
Fournier S, Lee L (2009) Getting brand communities right. Harv Bus Rev 87(4):105–111
Freberg K, Graham K, McGaughey K, Freberg LA (2011) Who are the social media influencers? A study of public perceptions of personality. Public Relat Rev 37:90–92s
Frow PE, Payne AF (2009) Customer relationship management: a strategic perspective. J Bus Mark Manag 3(1):7–27
Fuchs M, Höpken W, Lexhagen M (2017) Business intelligence for destinations: creating knowledge from social media. In: Sigala M, Gretzel U, Christou E (eds) Advances in social media for travel, tourism and hospitality: new perspectives, practice and cases. Routledge, pp 290–310
Gan L, Sim CJ, Tan HL, Tan J (2006) Online relationship by Singapore hotel websites. J Travel Tour Mark 20(3/4):1–19
Ge J, Gretzel U (2018a) A taxonomy of value co-creation on Weibo – a communication perspective. Int J Contemp Hosp Manag 30(4):2075–2092
Ge J, Gretzel U (2018b) Impact of humour on firm-initiated social media conversations. J Inf Technol Tour 18(1–4):61–83
Ge J, Gretzel U (2019) Social media-based visual strategies in tourism marketing. Int J Semiotics Vis Rhetoric 2(2):23–40
Gil-Saura I, Ruiz-Molina ME, Berenguer-Contri G (2012) Information and communication technologies in tourism: a comparison for travel agents, hotels and restaurants. In: Goldsmith RE, Tsiotsou RH (eds) Strategic marketing in tourism services, Emerald, Bingley
Gilbert D, Powell-Perry J (2002) Exploring developments in web-based relationship marketing within the hotel industry. J Hosp Leis Mark 9(3/4):141–159
Greenberg P (2010) The impact of CRM 2.0 on customer insight. J Bus Indus Mark 25(6):410–419
Gretzel U (2017) The visual turn in social media marketing. Tourismos 12(3):1–18
Gretzel U (2018) Tourism and social media. In: Cooper C, Gartner W, Scott N, Volo S (eds) The Sage handbook of tourism management, vol 2. Sage, Thousand Oaks, pp 415–432
Gretzel U, Fesenmaier DR (2012) Customer relations 2.0—implications for destination marketing. In: TTRA annual international conference
Gretzel U, Yoo, KH (2013) Premises and promises of social media marketing in tourism. In: McCabe S (ed) The Routledge handbook of tourism marketing. Routledge, New York, pp 491–504
Grönroos C (2000) Creating a relationship dialogue: communication, interaction and value. Mark Rev 1(1):5–14
Gruen TW (1995) The outcome of relationship marketing in consumer markets. Int Bus Rev 4(4):447–69
Gu B, Ye Q (2014) First step in social media: measuring the influence of online management responses on customer satisfaction. Prod Oper Manag 23(4):570–582
Gummesson E (1999) Total relationship marketing: experimenting with a synthesis of research frontiers. Aust Mark J (AMJ) 7(1):72–85
Gummesson E (2002) Relationship marketing and a new economy: it’s time for de-programming. J Serv Mark 16(7):585–589
Gustafsson A, Johnson MD, Roos I (2005) The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. J Mark 69(4):210–218
Håkansson H, Ford D (2002) How should companies interact in business networks? J business Res 55(2):133–139
Harrigan P, Evers U, Miles M, Daly T (2017) Customer engagement with tourism social media brands. Tour Manag 59:597–609
Hatch MJ, Schultz M (2010) Toward a theory of brand co-creation with implications for brand governance. J Brand Manag 17(8):590–604
He H, Harris L (2014) Moral disengagement of hotel guest negative WOM: moral identity centrality, moral awareness, and anger. Ann Tour Res 45(1):132–151
Hennig-Thurau T, Malthouse EC, Friege C, Gensler S, Lobschat L, Rangaswamy A, Skiera B (2010) The impact of new media on customer relationships. J Serv Res 13(3):311–330
Hollebeek L, Glynn MS, Brodie RJ (2014) Consumer brand engagement in social media: conceptualization, scale development and validation. J Interact Mark 28(2):149–165
Höpken W, Fuchs M, Menner T, Lexhagen M (2016) Sensing the online social sphere using a sentiment analytical approach. In: Xiang Z, Fesenmaier DR (eds) Analytics in smart tourism design: concepts and methodologies. Springer, pp 129–146
Ingram C, Caruana R, McCabe S (2017) Participative inquiry for tourist experience. Ann Tour Res 65:13–24
Inversini A, Marchiori E, Dedekind C, Cantoni L (2010) Applying a conceptual framework to analyze online reputation of tourism destinations. In: Gretzel U, Law R, Fuchs M (eds) In-formation and communication technologies in tourism 2010. Proceedings of the international conference in Lugano, 10–12 Feb. Springer, Wien–New York, pp 321–332
Jaakkola E, Alexander M (2014) The role of customer engagement behavior in value co-creation: a service system perspective. J Serv Res 17(3):247–261
Kang J (2018) Effective marketing outcomes of hotel Facebook pages: the role of active participation and satisfaction. J Hosp Tour Insights 1(2):106–120
Kirby J, Marsden P (eds) (2006) Connected marketing: the viral, buzz and word of mouth revolution. Butterworth-Heinemann, Oxford
Kotler P, Bowen J, Makens J (2010) Marketing for hospitality and tourism. Pearson, Boston
Kozinets RV, De Valck K, Wojnicki AC, Wilner SJ (2010) Networked narratives: understanding word-of-mouth marketing in online communities. J Mark 74(2):71–89
Kumar V, Pansari A (2015) Competitive advantage through engagement. J Mark Res 53(4):497–514
Kumar V, Aksoy L, Donkers B, Venkatesan R, Wiesel T, Tillmanns S (2010) Undervalued or overvalued customers: capturing total customer engagement value. J Serv Res 13(3):297–310
Kwok L, Yu B (2016) Taxonomy of Facebook messages in business-to-consumer communications: what really works? Tour Hosp Res 16(4):311–328
Kwok L, Xie KL, Richards T (2017) Thematic framework of online review research: a systematic analysis of contemporary literature on seven major hospitality and tourism journals. Int J Contemp Hosp Manag 29(1):307–354
Lagrosen S, Josefsson P (2011) Social media marketing as an entrepreneurial learning process. Int J Technol Mark 6(4):331–340
Lalicic L, Huertas A, Moreno A, Jabreel M (2019) Emotional brand communication on Facebook and Twitter: are DMOs successful? J Destin Mark Manag 100350
Law R, Leung R, Buhalis D (2008) Information technology applications in hospitality and tourism: a review of publications from 2005 to 2007. J Travel Tour Mark 26(5):599–623
Lee MKO, Cheung CMK, Lim KH, Sia CL (2006) Understanding customer knowledge sharing in web-based discussion boards: an exploratory study. Internet Res 16(3):289–303
Leung X (2019) Do destination Facebook pages increase fan’s visit intention? A longitudinal study. J Hosp Tour Technol 10(2):205–218
Leung D, Law R, Van Hoof H, Buhalis D (2013) Social media in tourism and hospitality: a literature review. J Travel Tour Mark 30(1–2):3–22
Leung XY, Bai B, Stahura KA (2015) The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter. J Hosp Tour Res 39(2):147–169
Levinson JC (1989) Guerrilla marketing attack. Houghton Mifflin Harcourt, Boston
Li C, Cui G, Peng L (2018) Tailoring management response to negative reviews: the effectiveness of accommodative versus defensive responses. Comput Hum Behav 84:272–284
Lim XJ, Radzol AM, Cheah J, Wong MW (2017) The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian J Bus Res 7(2):19–36
Linnell N (2020) How to analyze Facebook page posts. Search engine watch. Available online: https://www.searchenginewatch.com/2012/09/18/how-to-analyze-facebook-page-posts/. Accessed Jan 2020
Litvin SW, Goldsmith RE, Pan B (2008) Electronic word-of-mouth in hospitality and tourism management. Tour Manag 29(3):458–468
Lo YC, Fang CY (2018) Facebook marketing campaign benchmarking for a franchised hotel. Int J Contemp Hosp Manag 30(3):1705–1723
Lu Y, Chen Z, Law R (2018) Mapping the progress of social media research in hospitality and tourism management from 2004 to 2014. J Travel Tour Mark 35(2):102–118
Malthouse EC, Haenlein M, Skiera B, Wege E, Zhang M (2013) Managing customer relationships in the social media era: introducing the social CRM house. J Interact Mark 27(4):270–280
Mangold WG, Faulds DJ (2009) Social media: the new hybrid element of the promotion mix. Bus Horiz 52(4):357–365
Mariani M, Baggio R, Fuchs M, Höpken W (2018) Business intelligence and big data in hospitality and tourism: a systematic literature review. Int J Contemp Hosp Manag 30(12):3514–3554
Mauri AG, Minazzi R (2013) Web reviews influence on expectations and purchasing intentions of hotel potential customers. Int J Hosp Manag 34:99–107
Mazanec JA (2020) Hidden theorizing in big data analytics: with a reference to tourism design research. Ann Tour Res 83. https://doi.org/10.1016/j.annals.2020.102931
McAfee A, Brynjolfsson E, Davenport TH, Patil DJ, Barton D (2012) Big data: the management revolution. Harv Bus Rev 90(10):60–68
Menner T, Höpken W, Fuchs M, Lexhagen M (2016) Topic detection – identifying relevant topics in tourism reviews. In: Inversini A, Schegg R (eds) Information and communication technologies in tourism 2016. Springer, Cham, pp 411–423
Miceli GN, Ricotta F, Costabile M (2007) Customizing customization: a conceptual framework for interactive personalization. J Interact Mark 21(2):6–25
Mills AJ, Plangger K (2015) Social media strategy for online service brands. Serv Ind J 35(10):521–536
Minazzi R (2015) Social media marketing in tourism and hospitality. Springer International Publishing, Cham
Minazzi R, Lagrosen S (2013) Investigating social media marketing in the hospitality industry: Facebook and European hotels. In: Xiang Z, Tussyadiah I (eds) Information and communication technologies in tourism 2014. Springer International Publishing, Cham, pp 145–157
Minazzi R, Panno A (2019) Social media marketing in the hospitality industry: the evolution of European hotels’ approaches from 2012 to 2018. In: Proceedings of the 9th advances in hospitality and tourism marketing and management conference, 9–12 July, Portsmouth
Mohammed AA, Rashid BB, Tahir SB (2014) Customer relationship management (CRM) technology and organization performance: is marketing capability a missing link? An empirical study in the Malaysian hotel industry. Asian Soc Sci 10(9):197–212
Montgomery AL, Smith MD (2009) Prospects for personalization on the Internet. J Interact Mark 23:130–137
Moorman C, Zaltman G, Deshpande R (1992) Relationships between providers and users of market research: the dynamics of trust within and between organizations. J Mark Res 29(3):314–328
Moretti A, Tuan A (2013) Social media marketing and relationship marketing: revolution or evolution? A first step analysis. Sinergie J 93(1):115–137
Morgan RM, Hunt SD (1994) The commitment – trust theory of relationship marketing. J Mark 58:20–38
Munnukka J, Järvi P (2014) Perceived risks and risk management of social media in an organizational context. Elect Mark 24(3):219–229
Neuhofer B, Buhalis D (2017) Service-dominant logic in the social media landscape. New perspectives on experience and value co-creation. In: Sigala M, Gretzel U (eds) Advances in social media for travel, tourism and hospitality: new perspectives, practice and cases. Routledge, Oxon
Noone BM, McGuire KA, Rohlfs KV (2011) Social media meets hotel revenue management: opportunities, issues and unanswered questions. J Revenue Pric Manag 10(4):293–305
Oliveira T, Araujo B, Tam C (2020) Why do people share their travel experiences on social media? Tour Manag 78:104041
Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decision. J Mark Res 17:460–469
Pan B, MacLaurin T, Crotts JC (2007) Travel blogs and the implications for destination marketing. J Travel Res 46(1):35–45
Pansari A, Kumar V (2017) Customer engagement: the construct, antecedents, and consequences. J Acad Mark Sci 45(3):294–311
Payne AF, Storbacka K, Frow P (2008) Managing the co-creation of value. J Acad Mark Sci 36(1):83–96
Peters LD, Pressey AD, Greenberg P (2010) The impact of CRM 2.0 on customer insight. J Bus & Indus Market 25(6):410–419
Phelps JE, Lewis R, Mobilio L, Perry D, Raman N (2004) Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. J Advertis Res 44(04):333–348
Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18:5–14
Ramaswamy V (2011) It’s about human experiences..... and beyond, to co-creation. Indus Mark Manag 40:195–196
Rasoolimanesh SM, Md Noor S, Schuberth F, Jaafar M (2019) Investigating the effects of tourist engagement on satisfaction and loyalty. Serv Indus J 39(7–8):559–574
Rather RA, Hollebeek LD, Islam JU (2019) Tourism-based customer engagement: the construct, antecedents, and consequences. Serv Indus J 39(7–8):519–540
Rosen E (2009) The anatomy of buzz revisited: real-life lessons in word-of-mouth marketing. Random House LLC
Sanchez-Franco MJ (2009) The moderating effects of involvement on the relationships between satisfaction, trust and commitment in e-banking. J Interact Mark 23:247–258
Sashi CM (2012) Customer engagement, buyer-seller relationships, and social media. Manag Decis 50(2):253–272
Scaglione M, Schegg R, Steiner T, Murphy J (2005) Investigating domain name diffusion across Swiss accommodation enterprises. In: Frew AJ (ed) Information and communication technologies in tourism. Springer, Vienna/New York
Schegg R, Steiner T, Frey S, Murphy J (2002) Benchmarks of web design and marketing by Swiss Hotels. Inf Technol Tour 5:73–89
Schmalleger D, Carson D (2008) Blogs in tourism: changing approaches to information exchange. J Vacat Mark 14(2):99–110
Schmunk S, Höpken W, Fuchs M, Lexhagen M (2014) Sentiment analysis: extracting decision-relevant knowledge from UGC. In: Xiang Z, Tussyadiah I (eds) Information and communication technologies in tourism 2014. Springer International Publishing, Cham, pp 253—265
Shamma HM, Hassan SS (2009) Customer and non-customer perspectives for examining corporate reputation. J Product Brand Manag 18(5):326–337
Shaw G, Bailey A, Williams A (2011) Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tour Manag 32(2):207–214
Sheth JN, Pavarotti A (1995) The evolution of relationship marketing International business review 4(4):394–418
Sheth JN, Parvatiyar A (2002) Evolving relationship marketing into a discipline. J Relat Mark 1(1):3–16
Sigala M (2001) Modeling E-marketing strategies: internet presence and exploitation of Greek Hotels. J Travel Tour Manag 11(2/3):83–103
Sigala M (2005) Integrating customer relationship management in hotel operations: managerial and operational implications. Hosp Manag 24(3):391–413
Sigala M, Christou E, Gretzel U (2012) Social media in travel, tourism and hospitality: theory, practice and cases. Ashgate, Surrey
Silverman G (2011) The power of word of mouth. Direct Marketing 64(5):47–52
So KKF, King C, Sparks B (2014) Customer engagement with tourism brands: scale development and validation. J Hosp Tour Res 38(3):304–329
So KKF, King C, Sparks BA, Wang Y (2016) The role of customer engagement in building consumer loyalty to tourism brands. J Travel Res 55(1):64–78
Sparks BA, Browning V (2011) The impact of online reviews on hotel booking intentions and perception of trust. Tour Manag 32(6):1310–1323
Stankov U, Jovanoviæ T, Pavlukoviæ V, Kaliniæ È, Drakuliæ-Kovaèeviæ N, Cimbaljeviæ M (2018) A regional survey of current practices on destination marketing organizations’ Facebook pages: the case of EU and US. Geographica Pannonica 22(2):81–96
Stephen AT, Galak J (2012) The effects of traditional and social earned media on sales: a study of a microlending marketplace. J Mark Res 49(5):624–639
Stern B (1994) A revised model for advertising: multiple dimensions of the source, the message, and the recipient. J Adv 23(2):5–16
Taheri B, Jafari A, O’Gorman K (2014) Keeping your audience: presenting a visitor engagement scale. Tour Manag 42:321–329
Taheri B, Coelho FJ, Sousa CM, Evanschitzky H (2017) Mood regulation, customer participation, and customer value creation in hospitality services. Int J Contemp Hosp Manag 29(12):3063–3081
Trainor KJ, Andzulis JM, Rapp A, Agnihotri R (2014) Social media technology usage and customer relationship performance: a capabilities-based examination of social CRM. J Bus Res 67(6):1201–1208
Tussyadiah IP, Fesenmaier DR (2009) Mediating tourist experiences: access to places via shared videos. Ann Tour Res 36(1):24–40
Van der Lans R, Van Bruggen G, Eliashberg J, Wierenga B (2010) A viral branching model for predicting the spread of electronic word of mouth. Marketing Science 29(2):348–365
Van Doorn J, Lemon KN, Mittal V, Nass S, Pick D, Pirner P, Verhoef PC (2010) Customer engagement behavior: theoretical foundations and research directions. J Serv Res 13(3):253–266
Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17
Varini L, Sirsi P (2012) Social media and revenue management; where should the two meet? J Tech Manag Grow Econom 3(1):33–46
Viglia G, Furlan R, Ladron-de-Guevara A (2014) Please, talk about it! When hotel popularity boosts preferences. Int J Hosp Manag 42:155–164
Wang Z, Kim HG (2017) Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. J Interact Mark 39:15–26
Wang Y, Qualls W (2007) Towards a theoretical model of technology adoption in hospitality organizations. Int J Hosp Manag 26(3):560–573
Wei W, Miao L, Huang ZJ (2013) Customer engagement behaviors and hotel responses. Int J Hosp Manag 33:316–330
Wirtz J, den Ambtman A, Bloemer J, Horváth C, Ramaseshan B, van de Klundert J, Canli ZG, Kandampully J (2013) Managing brands and customer engagement in online brand communities. J Serv Manag 24(3):223–244
Woodcock N, Green A, Starkey M (2011) Social CRM as a business strategy. J Database Mark Cust Strat Manag 18(1):50–64
Wozniak T, Stangl B, Schegg R, Liebrich A (2017) The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland. Inf Technol Tour 17(1):75–100
Xiang Z, Wang D, O’Leary JT, Fesenmaier DR (2015) Adapting to the Internet: trends in travelers’ use of the web for trip planning. J Travel Res 54(4):511–527
Xiang Z, Fesenmaier DR (2017) Big data analytics, tourism design and smart tourism. In: Xiang Z, Fesenmaier DR (eds) Analytics in smart tourism design, concepts and methods. Springer International Publishing, Cham
Xiang Z, Gretzel U (2010) Role of social media in online travel information search. Tour Manag 31:179–188
Xiang Z, Schwartz Z, Uysal M (2017) Market intelligence: social media analytics and hotel online reviews. In: Xiang Z, Fesenmaier DR (eds) Analytics in smart tourism design. Springer, Cham, pp 281–295
Yang X, Wang D (2015) The exploration of social media marketing strategies of destination marketing organizations in China. J China Tour Res 11(2):166–185
Yoo KH, Gretzel U (2012) Use and creation of social media by travellers. In: Sigala M, Christou E, Gretzel U (eds) Social media in travel, tourism and hospitality. Theory, practice and cases. Ashgate, Surrey
Yoo KH, Gretzel U (2016) The role of information communication technologies (ICT) in marketing tourism experiences. In: Gursoy D, Sotiriadis M (eds) The handbook of managing and marketing tourism experiences. Emerald Publishing Group, Bingley, pp 409–430
Yoo KH, Lee W (2017) Facebook marketing by hotel groups: impacts of post content and media type on fan engagement. In: Advances in social media for travel, tourism and hospitality. Routledge, London, pp 131–146
Zaichkowsky JL (1985) Measuring the involvement construct. J Consum Res 12(3):341–352
Zarrella D, Zarrella A (2010) The Facebook marketing book. O’Reilly Media, Sebastopol
Zeithaml VA, Parasuraman A, Berry LL (1985) Problems and strategies in services marketing. J Mark 49(2):33–46
Zeithaml VA, Bitner MJ, Gremler DD (2012) Services marketing: integrating customer focus across the firm, 6th edn. McGraw-Hill, New York
Zollo L, Filieri R, Rialti R, Yoon S (2020) Unpacking the relationship between social media marketing and brand equity: the mediating role of consumers’ benefits and experience. J Bus Res 117:256–267
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Section Editor information
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this entry
Cite this entry
Minazzi, R. (2021). Social Media Approaches and Communication Strategies in Tourism. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05324-6_127-1
Download citation
DOI: https://doi.org/10.1007/978-3-030-05324-6_127-1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-05324-6
Online ISBN: 978-3-030-05324-6
eBook Packages: Springer Reference Business and ManagementReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences