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Social Media Approaches and Communication Strategies in Tourism

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Handbook of e-Tourism

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.

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Author information

Authors and Affiliations

  1. Department of Law, Economics and Cultures, University of Insubria, Como, Italy

    Roberta Minazzi

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  1. Roberta Minazzi
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Correspondence to Roberta Minazzi .

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Editors and Affiliations

  1. The Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA

    Zheng Xiang

  2. Department of Economics, Geography, Law and Tourism, The European Tourism Research Institute, Mid-Sweden University, Östersund, Jämtland, Sweden

    Matthias Fuchs

  3. Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA, USA

    Ulrike Gretzel

  4. Institute for Digital Transformation, Ravensburg-Weingarten University of Applied Sciences, Weingarten, Germany

    Wolfram Höpken

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Minazzi, R. (2022). 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/10.1007/978-3-030-48652-5_127

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