© 2015

Social Media Marketing in Tourism and Hospitality


Table of contents

  1. Front Matter
    Pages i-xix
  2. Roberta Minazzi
    Pages 21-45
  3. Roberta Minazzi
    Pages 47-76
  4. Roberta Minazzi
    Pages 127-135
  5. Roberta Minazzi
    Pages 137-163

About this book


This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences.

The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the “digitization of word of mouth” via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. In the third part of the book, future potential trends deriving from the mobile marketing technologies are explored and possible methods for social monitoring by means of key performance indicators are examined. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues. The discussion encompasses methods to measure company performance on each of the social media in order to understand the optimal mix that will support and improve business strategies.


company strategies corporate sales and revenues electronic word-of-mouth (eWOM) hospitality mobile marketing technologies social media social media marketing social media metrics and analysis social monitoring social networks tourism travel booking travel planning process traveler behavior

Authors and affiliations

  1. 1.Department of Law, Economics and CulturesUniversity of InsubriaComoItaly

Bibliographic information


“This is an easy-to-read book that provides a rich set of both theoretical background and practical examples on the use and impact of the social media on both the tourism demand and supply. … The book constitutes a very useful reading for researchers-academics, students, professionals and policy makers involved and interested in social media marketing.” (Marianna Sigala, Information Technology and Tourism, Vol. 15, 2015)