Skip to main content
SpringerLink
Log in

Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med

  • Conference paper
  • First Online:
Advances in Digital Marketing and eCommerce (DMEC 2020)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Included in the following conference series:

Abstract

In tourism, digital media represent a primary channel to interact with consumers directly or by means of social media and travel-related platforms (e.g., TripAdvisor, Booking.com etc.). Over the past few years, travel companies have increased the usage of social media as tools to communicate and engage with existing and potential consumers. The purpose of this paper is to investigate the role of social media within the omni-channel marketing strategies of tourism companies. We conducted a case study of the company Club Med by collecting semi-structured interviews with key-informants. Findings provide insights regarding the use of social media as main touchpoints for tourism companies’ strategies and the type of engagement activated with consumers. Furthermore, this research suggests some practical implications for the management of the social media marketing activities.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    https://travelnostop.com/news/senza-categoria/club-med-boom-clienti-aumento-fatturato-record_455694 (accessed 5 January 2020).

References

  • Alves, H., Fernandes, C., Raposo, M.: Social media marketing: a literature review and implications. Psychol. Market. 33(12), 1029–1038 (2016)

    Google Scholar 

  • Capriello, A., Riboldazzi, S.: How can a travel agency network survive in the wake of digitalization? Evidence from the Robintur case study. Curr. Issues Tour. 23(9), 1049–1052 (2020)

    Google Scholar 

  • Castronovo, C., Huang, L.: Social media in an alternative marketing communication model. J. Market. Dev. Compet. 6(1), 117–134 (2012)

    Google Scholar 

  • Chen, S., Lamberti, L.: Multichannel marketing: the operational construct and firms’ motivation to adopt. J. Strateg. Market. 24(7), 594–616 (2016)

    Google Scholar 

  • Cheng, M., Edwards, D.: Social media in tourism: a visual analytic approach. Curr. Issues Tour. 18(11), 1080–1087 (2015)

    Google Scholar 

  • Constantinides, E.: Foundations of social media marketing. Procedia-Soc. Behav. Sci. 148, 40–57 (2014)

    Google Scholar 

  • Dholakia, U.M., Kahn, B.E., Reeves, R., Rindfleisch, A., Stewart, D., Taylor, E.: Consumer behavior in a multichannel, multimedia retailing environment. J. Interact. Market. 24, 86–95 (2010)

    Google Scholar 

  • Dieck, M.C.T., Fountoulaki, P., Jung, H.: Tourism distribution channels in European island destinations. Int. J. Contemp. Hosp. Manag. 30(1), 326–342 (2018)

    Google Scholar 

  • Filieri, R., McLeay, F.: E-WOM and accommodation: an analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res. 53(1), 44–57 (2014)

    Google Scholar 

  • Fotis, J., Buhalis, D., Rossides, N.: Social media use and impact during the holiday travel planning process. In: Fuchs, M., Ricci, F., Cantoni, L. (eds.) Information and Communication Technologies in Tourism 2012, pp. 13–24. Springer, Vienna (2012)

    Google Scholar 

  • Gretzel, U., Fesenmaier, D., O’Leary, J.: The transformation of consumer behaviour. In: Buhalis, D., Costa, C., Ford, F. (eds.) Tourism Business Frontiers, pp. 31–40. Routledge, London (2006)

    Google Scholar 

  • Hanna, R., Rohm, A., Crittenden, V.L.: We’re all connected: the power of the social media ecosystem. Bus. Horiz. 54(3), 265–273 (2011)

    Google Scholar 

  • Homburg, C., Jozi´c, D., Kuehnl, C.: Customer experience management, toward implementing an evolving marketing concept. J. Acad. Market. Sci. 45(3), 377–401 (2017)

    Google Scholar 

  • Hudson, S., Thal, K.: The impact of social media on the consumer decision process: implications for tourism marketing. J. Travel Tour. Market. 30(1–2), 156–160 (2013)

    Google Scholar 

  • Iankova, S., Davies, I., Archer-Brown, C., Marder, B., Yau, A.: A comparison of social media marketing between B2B, B2C and mixed business models. Ind. Market. Manag. 81, 169–179 (2019)

    Google Scholar 

  • Juaneda-Ayensa, E., Mosquera, A., Sierra Murillo, Y.: Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Front. Psychol. 7, 1–11 (2016)

    Google Scholar 

  • Kaplan, A.M., Haenlein, M.: Users of the world, unite! The challenges and opportunities of Social Media. Bus. Horiz. 53(1), 59–68 (2010)

    Google Scholar 

  • Kim, D.J., Kim, W.G., Han, J.S.: A perceptual mapping of online travel agencies and preference attributes. Tour. Manag. 28(2), 591–603 (2007)

    Google Scholar 

  • King, R.A., Racherla, P., Bush, V.D.: What we know and don’t know about online word-of-mouth: a review and synthesis of the literature. J. Interact. Market. 28(3), 167–183 (2014)

    Google Scholar 

  • Kumar, V., Mirchandani, R.: Increasing the ROI of social media marketing. MIT Sloan Manag. Rev. 54, 55–61 (2012)

    Google Scholar 

  • Lemon, K.N., Verhoef, P.C.: Understanding customer experience throughout the customer journey. J. Market. 80(6), 69–96 (2016)

    Google Scholar 

  • Mangold, W.G., Faulds, D.J.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52(4), 357–365 (2009)

    Google Scholar 

  • Matloka, J., Buhalis, D.: Destination marketing through user personalised content (UPC). In: Gretzel, U. (ed.) Information and Communication Technologies in Tourism 2010, pp. 519–530. Springer, Vienna (2010)

    Google Scholar 

  • Moro, S., Rita, P.: Brand strategies in social media in hospitality and tourism. Int. J. Contemp. Hosp. Manag. 30(1), 343–364 (2018)

    Google Scholar 

  • Neslin, S.A., Jerath, K., Bodapati, A., Bradlow, E.T., Deighton, J., Gensler, S., Verhoef, P.C.: The interrelationships between brand and channel choice. Market. Lett. 25(3), 319–330 (2014)

    Google Scholar 

  • Runfola, A., Rosati, M., Guercini, S.: New business models in online hotel distribution: emerging private sales versus leading IDS. Serv. Bus. 7(2), 183–205 (2013)

    Google Scholar 

  • Ružić, D., Biloš, A.: Social media in destination marketing organisations (DMOs). Tour. Hosp. Manag., 178–190 (2010)

    Google Scholar 

  • Schivinski, B., Dabrowski, D.: The effect of social media communication on consumer perceptions of brands. J. Market. Commun. 22(2), 189–214 (2016)

    Google Scholar 

  • Schmidt-Rauch, S., Schwabe, G.: Designing for mobile value co-creation – the case of travel counselling. Electron. Market. 24(1), 5–17 (2014)

    Google Scholar 

  • Schmitt, B.H.: Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. Wiley, New York (2003)

    Google Scholar 

  • Senders, A., Govers, R., Neuts, B.: Social media affecting tour operators’ customer loyalty. J. Travel Tour. Market. 30(1–2), 41–57 (2013)

    Google Scholar 

  • Sharma, A., Mehrotra, A.: Choosing an optimal channel mix in multichannel environments. Ind. Market. Manag. 36, 21–28 (2007)

    Google Scholar 

  • Sotiriadis, M.D., Van Zyl, C.: Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electron. Commer. Res. 13(1), 103–124 (2013)

    Google Scholar 

  • Su, N., Reynolds, D., Sun, B.: How to make your Facebook posts attractive: a case study. Int. J. Contemp. Hosp. Manag. 27(8), 1772–1790 (2015)

    Google Scholar 

  • Tham, A.G.J.: Social media in destination choice: distinctive electronic word-of- mouth dimensions. J. Travel Tour. Market. 30(1–2), 144 (2013)

    Google Scholar 

  • Verhoef, P.C., Kannan, P.K., Inman, J.: From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. J. Retail. 91(2), 174–181 (2015)

    Google Scholar 

  • Verma, R., Stock, D., McCarthy, L.: Customer preferences for online, social media, and mobile innovations in the hospitality industry. Cornell Hosp. Q. 53(3), 183–186 (2012)

    Google Scholar 

  • Yin, R.K.: Case Study Research, Design and Methods. Sage, London (2009)

    Google Scholar 

  • Yu, Y., Duan, W., Cao, Q.: The impact of social and conventional media on firm equity value: a sentiment analysis approach. Decis. Support Syst. 55, 919–926 (2013)

    Google Scholar 

  • Yurova, Y., Rippé, C.B., Weisfeld-Spolter, S., Sussan, F., Arndt, A.: Not all adaptive selling to omni-consumers is influential: the moderating effect of product type. J. Retail. Consum. Serv. 34, 271–277 (2017)

    Google Scholar 

  • Zeng, B., Gerritsen, R.: What do we know about social media in tourism? A review. Tour. Manag. Perspect. 10, 27–36 (2014)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Catholic University of the Sacred Heart, Milan, Italy

    Lala Hu

  2. IULM University, Milan, Italy

    Mirko Olivieri

Authors
  1. Lala Hu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mirko Olivieri
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Lala Hu .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. School of Management and Marketing, University of Tasmania, Sandy Bay, TAS, Australia

    Steven D'Alessandro

Rights and permissions

Reprints and permissions

Copyright information

© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Hu, L., Olivieri, M. (2020). Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med. In: Martínez-López, F.J., D'Alessandro, S. (eds) Advances in Digital Marketing and eCommerce. DMEC 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47595-6_7

Download citation

Publish with us

Policies and ethics

Search

Navigation