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1
Zehrer, Anita, and Alice Grabmüller. "Social media marketing in tourism education." Journal of Vacation Marketing 18, no. 3 (July 2012): 221–28. http://dx.doi.org/10.1177/1356766712449368.
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Information and communication technology has increasingly gained importance in marketing of the tourism and travel industry. Social media have literally become an integral part of the society and as such have gained increasing interest beyond industries such as tourism. In higher education, we have seen a trend towards a rather slow adaptation of new technologies for instance in online instruction; however, the opportunities for creating and sharing knowledge in an education context should not be neglected. Social network sites are the fastest growing and most popular of the Internet-based technologies; recent statistics show that many Facebook users are students and that a great deal of communication between students happens online. This article investigates a higher educational institution in Austria, which actively links with their students on a social network site for marketing purposes, presents its development and provides the results of an online user survey. Results indicate that among social network sites, Facebook is the most popular site students use; however, they spend more time observing than actually posting content.
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Smith, Victoria Louise, and Xavier Font. "Marketing and communication of responsibility in volunteer tourism." Worldwide Hospitality and Tourism Themes 7, no. 2 (April 13, 2015): 159–80. http://dx.doi.org/10.1108/whatt-12-2014-0050.
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Purpose – The purpose of this paper is to test whether volunteer tourism organisations are prepared to learn from feedback on the quality of their responsibility communications, and consider whether analysis and communication of results can influence market improvement. Design/methodology/approach – A purposive sample of five influential website pages of eight volunteer tourism organisations are scored across 19 responsible voluntourism criteria, and compared against the results of two years previously. Findings – The authors report mixed results on how communicating results has encouraged change and industry improvement in responsibility, based on previous research that showed responsibility to be communicated inconsistently at best, potentially greenwashing at worst, across organisations, product types and responsible values. Research limitations/implications – The paper applies sustainability marketing literature to explain the changes in responsibility communication performance using an innovative tool to benchmark and audit responsibility in online marketing content and providing insight into how best practice marketing necessitates responsible operations. This paper considers whether and how, when presented with evidence, organisations choose to improve for a more responsible voluntourism offer. Originality/value – The paper is original in providing a practical, industry-informed analysis of the reasons why volunteer operators communicate in the way they do, and the ability to influence their communications to be more reliable, in the context of increased criticism for shallow volunteering. This experiment allows industry associations and lobby groups to influence industry practice based on the evidence that improved communications are possible when specific, tailored advice is provided.
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V. Frolova, Elena, Olga V. Rogach, and Tatyana M. Ryabova. "TOURISM ATTRACTION IN RUSSIAN REGIONS IN CYBERSPACE: NEW TENDENCIES OF TOURISM MEDIA MARKETING." Humanities & Social Sciences Reviews 7, no. 4 (October 3, 2019): 857–62. http://dx.doi.org/10.18510/hssr.2019.74114.
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Purpose of Study: The present study was aimed at investigating the characteristics of tourist media content in cyberspace. The characteristics regarding the reflection and survey of tourist attractions in the Russian regions were also analyzed.
Methodology: Data on the empirical research field was collected through tourist feedback on the Internet, as well as other social studies studied the wide-ranging relationship of users with media space. Visual media and contemporary time were identified among the most well-known sources of information about services and tourist facilities. Available sentiments with a variety of information available in cyberspace included: inclusive communication, comprehensiveness, pragmatism and using literal communication and providing easy access.
Result: In this paper, the outcomes of the outlook for tourism advancement by the help of the media were also discussed. Tourism media, as well as the expansion flow and evolution regarding receiving and construction and increasing the information to respond to the key questions of the development of the tourism industry, were studied such as infrastructure equipment and services and the potential of the tourist industry. The content of cyber media was found to be helpful in consolidating the issues and modes and practical cases of various tourist groups, as well as representing the expectations and interests of tourism industry consumers. The popularity of media content has created vast opportunities for creators and users of information including personalization of demands, flexible communication, and the feasibility of introducing characters by presenting in virtual online space about the time spent on holidays.
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V. Frolova, Elena, Olga V. Rogach, and Tatyana M. Ryabova. "TOURISM ATTRACTION IN RUSSIAN REGIONS IN CYBERSPACE: NEW TENDENCIES OF TOURISM MEDIA MARKETING." Humanities & Social Sciences Reviews 7, no. 4 (October 12, 2019): 1313–18. http://dx.doi.org/10.18510/hssr.2019.74182.
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Purpose: The present study was aimed at investigating the characteristics of tourist media content in cyberspace. The characteristics regarding the reflection and survey of tourist attractions in the Russian regions were also analyzed.
Methodology: Data on the empirical research field was collected through tourist feedback on the Internet, as well as other social studies studied the wide-ranging relationship of users with media space. Visual media and contemporary time were identified among the most well-known sources of information about services and tourist facilities. Available sentiments with a variety of information available in cyberspace included: inclusive communication, comprehensiveness, pragmatism and using literal communication and providing easy access. In this paper, the outcomes of the outlook for tourism advancement by the help of the media were also discussed.
Result: Tourism media, as well as the expansion flow and evolution regarding receiving and construction and increasing the information to respond to the key questions of the development of the tourism industry, were studied such as infrastructure equipment and services and the potential of the tourist industry. The content of cyber media was found to be helpful in consolidating the issues and modes and practical cases of various tourist groups, as well as representing the expectations and interests of tourism industry consumers. The popularity of media content has created vast opportunities for creators and users of information including personalization of demands, flexible communication, and the feasibility of introducing characters by presenting in virtual online space about the time spent on holidays.
Applications: This research can be used for the universities, teachers and education students.
Novelty/Originality: In this research, the model of the tourist attraction in Russian regions in cyberspace: new tendencies of tourism media marketing is presented in a comprehensive and complete manner.
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Irimiás, Anna, and Serena Volo. "A netnography of war heritage sites’ online narratives: user-generated content and destination marketing organizations communication at comparison." International Journal of Culture, Tourism and Hospitality Research 12, no. 1 (March 5, 2018): 159–72. http://dx.doi.org/10.1108/ijcthr-07-2017-0079.
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Purpose The aim of this paper is twofold: to provide empirical evidence of the knowledge-sharing process within virtual communities interested in war heritage sites and to compare user-generated content (UGC) in virtual communities with destinations’ official communication about war heritage sites to identify, original and consumer-oriented narratives. Design/methodology/approach This study uses field research to investigate selected war heritage sites and to assess the destinations’ on-site communication; in-depth interviews to learn about the destination marketing organizations’ approaches to communication; and netnography with content analysis of text and pictures to evaluate the online knowledge shared within virtual communities on the investigated war heritage sites. A comparison between users-generated content and official destination management organizations’ (DMOs) communication was carried out. Findings The results show that the destinations under investigation have invested significantly to develop war heritage tourism, but they still struggle to attract tourists. The comparison between DMOs communication narratives and users-generated content shows that DMOs fail to use emotional involvement and accurate historic knowledge which seems to be at the basis of UGC narratives. Indeed, history passionates posts, pictures, comments and exchanges are emotionally engaging and DMOs could benefit from the user-generated content approach to improve institutional communication on war heritage sites. Research limitations/implications Further studies could survey history passionates, both online and offline, as to better explore the relationship between contributing to virtual communities’ content and visitation patterns of war heritage sites. Incorporating more emotionally engaging narratives, DMOs could enhance their communication and create virtual spaces where knowledgeable tourists can share information and experiences. Originality/value This paper contributes to the understanding of online knowledge sharing in the context of war heritage tourism. The comparison between UGC in virtual communities and official destinations’ narratives shows the potential of spontaneous knowledge sharing versus structured online communication and how the latter could benefit UGC.
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Mele, Emanuele, and Katharina Lobinger. "A Framework to Analyze Cultural Values in Online Tourism Visuals of European Destinations." International Journal of Semiotics and Visual Rhetoric 2, no. 2 (July 2018): 41–56. http://dx.doi.org/10.4018/ijsvr.2018070103.
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Images play a crucial role in inspiring and informing travelers throughout the tourism experience. Due to this, destination management/marketing organizations (DMOs) do their best to provide visually rich websites and mobile applications. Among the factors guiding online communication choices, cultural values influence the selection and use of website design and multimedia contents. While several strategies are available to measure cultural values offline and online, so far, no consistent framework has accounted for the visual style of cultural categories in the tourism domain, especially within the European context. Addressing this research gap, the aim of this article is to propose a framework for the visual analysis of cultural values in the context of European destinations, also discussing the relation among values, visual content and visual style. The final model results from the combination of existing theories of visual semiotics and cross-cultural communication with bottom-up data from the semiotic analysis of 95 pictures from UK and Portuguese DMO websites.
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Kang, Sun J., Jason A. Rice, Marion E. Hambrick, and Chulhwan Choi. "CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges." Physical Culture and Sport. Studies and Research 81, no. 1 (March 1, 2019): 36–46. http://dx.doi.org/10.2478/pcssr-2019-0004.
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AbstractNiche sports have limited opportunities to promote their sport offerings via traditional communication channels and may rely upon alternatives such as social media to accomplish their marketing goals (Puchan, 2004). Williams and Chinn (2010) developed a relationship marketing conceptual framework to examine social media usage and marketing within a sports context. This study used the framework with the burgeoning sport of CrossFit and examined three primary organizational relationship-marketing activities: (a) Information, (b) Interaction, and (c) Promotion. The purpose of this study was to investigate the use of social media by key members of the CrossFit community. The study addressed the following research questions: RQ1. What are the usage categories similarities and differences observed across the social media platforms? RQ2. What are the group usage similarities and differences observed across the social media platforms? and RQ3. What are the group usage similarities and differences observed across the usage categories? A content analysis of 5,565 Twitter, Facebook, and YouTube messages was used to explore these activities. The CrossFit social media users—CrossFit Games, regions, boxes, athletes, and sponsors—used the platforms primarily to provide information about the sport and interact with the community, while promotion was employed less frequently. CrossFit and other niche sports can use social media to provide information and build community within their sports, before attempting to create online communities and promote their products.
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Scholl-Grissemann, Ursula, Mike Peters, and Karin Teichmann. "When Climate-Induced Change Reaches Social Media: How Realistic Travel Expectations Shape Consumers’ Attitudes toward the Destination." Journal of Travel Research 59, no. 8 (November 18, 2019): 1413–29. http://dx.doi.org/10.1177/0047287519883036.
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The Web 2.0 has significantly changed how consumers plan for and book trips. For example, online content showing climate-induced, unfavorable conditions at a destination might influence overall attitudes toward that destination. Two experimental studies confirm that when consumers learn of unfavorable conditions in a destination (e.g., snow deficiency) through online content, they develop more realistic travel expectations and ultimately more positive attitudes toward the destination, compared with when they review online content that ignores the unfavorable conditions. In addition, user-generated content influences the mediating effect of realistic expectations on the relationship between climate-induced, unfavorable conditions at a destination and attitudes toward the destination, whereas DMO-generated content does not. Implications underline the importance of realistic destination marketing communication strategies. The study contributes to the understanding of consumer response to realistic social media content in tourism.
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Nazarenko, Olga. "Prospects for development of inbound tourism in Ukraine with using of digital marketing tools." Socio-Economic Research Bulletin, no. 3-4(74-75) (October 27, 2020): 205–19. http://dx.doi.org/10.33987/vsed.3-4(74-75).2020.205-219.
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The article considers the issues of theory and practice of digital marketing to solve the problems of the tourism business. It is shown that the use of online marketing tools is a necessary condition for the successful development of tourism enterprises. The current state, problems and prospects of development of tourist services market of Ukraine are analyzed. It was found that the priority directions are the development of both inbound and domestic tourism, which are important factors in improving of life quality in Ukraine, creating additional jobs, replenishing the foreign exchange reserves of the state and improving the brand image of Ukraine in the international arena. It has been determined that the strategy of inbound tourism development should provide for the use of a structural and functional method that allows combining various components of the tourism industry and its infrastructure. The main problems that hinder the development of the tourism industry in the country and require further solutions are considered. It is proved that it is possible to stimulate the development of inbound tourism possibly by improving the information and technical infrastructure, improving the service quality, and development of international tourist routes. According to the results of the study, it is proposed ways to increase the subscriber base, create valuable and relevant content for customers, personalize communication with customers and automate this process, as well as formulate recommendations for turning a new customer into a loyal one. It is proved that there are all prerequisites for the tourism sphere development in Ukraine, since Ukraine has significant recreational potential: favorable geographical location, favorable climatic conditions, varied relief, an extensive transport network and preserved monuments of cultural heritage.
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Daries, Natalia, Eduard Cristobal-Fransi, and Berta Ferrer-Rosell. "Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 3 (December 9, 2020): 542–61. http://dx.doi.org/10.3390/jtaer16030033.
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As a sports activity with immense tradition, current offerings and future prospects, golfing represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information that is available online, just as consumers do in making decisions about any resource. Thus, in our study, we sought to profile the internet presence of golf courses in Catalonia, as well as the maturity of their e-commerce. To that end, we developed an integrated model for analysing the websites of golf courses: one based on web content analysis and structured with four dimensions (i.e., information, communication, e-commerce and additional functions) and the phases of the extended model of internet commerce adoption (eMICA). Applied to all golf courses in Catalonia that operate websites, the model revealed that, despite the sport’s great importance to the local economy and tourism, the golf courses do not have an adequate online presence or sufficient platforms for communication. The present work includes information on its theoretical contribution, implications for management, limitations and future lines of research.
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Bigi, Alessandro, Fabio Cassia, and Marta Maria Ugolini. "Who killed food tourism? Unaware cannibalism in online conversations about traveling in Italy." British Food Journal 124, no. 2 (November 19, 2021): 573–89. http://dx.doi.org/10.1108/bfj-04-2021-0401.
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PurposeA food tourism destination can fully exploit its competitiveness if food-related attributes are consistently highlighted both in its promotion and in user-generated content. However, in the context of food tourism research, a possible image incongruence has not yet been studied. Tourism destination image incongruence occurs when different travel information sources reflect inconsistent representations of a destination's attributes. This study addresses this gap, focusing on Italian food and wine as drivers to attract visitors. This study examines whether food-related attributes are present in online travel-related conversations and are perceived differently by people with and without knowledge about the destination.Design/methodology/approachContent analysis based on a Bayesian machine-learning technique utilizing Leximancer software was applied to analyze questions and answers posted on TripAdvisor forums by potential and past visitors of four destinations in Italy (Naples, Florence, Parma and Ferrara). Questions and answers expressed by people with different knowledge in Italian and English were analyzed separately to gain deeper understanding.FindingsContrary to expectations, food-related themes were almost completely absent in the conversations analyzed, with only a few exceptions in Italian question sections. This situation depicts a sort of “cannibalism”, in the sense that the centrality of food-related attributes is engulfed by other, less sensorial, enjoyable and memorable aspects of the travel experience.Research limitations/implicationsAnalysis suggests that hype may exist in food tourism promotion related to destination image incongruence. However, while based on a large volume of conversations, the analysis covers only four Italian cities.Practical implicationsDestination management organizations (DMOs) should develop their strategy and communication considering internal and external elements: their marketing targets on one side and the local culture and attractions' perceptions on the other. Standard marketing processes (segmenting, targeting, positioning) and theories should be put in place. The application of standard marketing dynamics and studies should push the DMOs to understand that the internally perceived cultural values of the touristic destinations could not be known or joint univocally by the global external customers and that a local promotional activity should start with branding and not commercial activities.Originality/valueThis is the first study to suggest the existence of hype in food tourism promotion of Italian destinations and to provide evidence supporting this argument.
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Latif, Kashmala, Muhammad Yousaf Malik, Abdul Hameed Pitafi, Shamsa Kanwal, and Zara Latif. "If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination." SAGE Open 10, no. 2 (April 2020): 215824402092551. http://dx.doi.org/10.1177/2158244020925511.
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This study aims to examine the role of exposure to travel-related content posted by friends on Facebook in triggering the intention to visit a tourist destination (IVTD). The study further examines how travel-related content exposure is linked with IVTD, and why some travel consumers, unlike others, tend to trigger more IVTD in response to travel-related content exposure. The sample of the present study included 295 travel consumers who are users of Facebook in Pakistan. The hypothesized model is tested using PROCESS macros in SPSS 24.0. The findings of the study reveal that travel-related content exposure is positively associated with IVTD. The benign envy mediates the relationship between exposure to travel-related content posted by friends on Facebook and IVTD, but the online social identity moderated the relationship between exposure to travel-related content posted by friends on Facebook and IVTD such that high online social identity strengthened the impact of travel-related content exposure on IVTD, thus highlighting the pivotal role of online social identity in the comparison process. The study contributes to the tourism literature on social media and has practical implications for social media travel managers and advertisers. The travel managers and advertisers should develop marketing and communication strategies considering friends’ communications on Facebook as a factor that can influence travel consumers’ behavior and decision making.
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Khan, Musa, Yong-Jin Won, and Nilüfer Pembecioğlu. "Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey." Transnational Marketing Journal 9, no. 2 (September 13, 2021): 367–87. http://dx.doi.org/10.33182/tmj.v9i2.1054.
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South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.
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Xiang, Zheng, Seunghun Shin, and Nao Li. "Online tourism-related text: a perspective article." Tourism Review 75, no. 1 (October 6, 2019): 324–28. http://dx.doi.org/10.1108/tr-06-2019-0246.
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Purpose This paper aims to outline the development of online tourism-related text with particular focus on the role of technology in transforming this text. It also offers a vision of this ongoing development for the next 75 years, followed by a discussion of its implications for tourism research. Design/methodology/approach This paper offers a critical analysis and synthesis of the literature and brings a number of conceptual and theoretical frameworks to present a rich, in-depth discussion of the subject. Findings There have been important transformations in online tourism-related text because of the development of information technology. Particularly, the internet, along with more recent social media and the smartphone, has produced vast amount of text in a variety of formats and modalities. Computer programs are increasingly smarter in collecting, processing, understanding and even generating textual content in the context of tourism. Future communications will likely be mediated and dominated by artificial intelligence-based technologies, emerging interfaces and a mix of text and visual contents. Research limitations/implications Tourism research entails a paradigm shift that recognizes the changing characteristics of online tourism-related text and the importance of new conceptual and methodological tools for understanding the new language of tourism. Originality/value This paper offers a unique view that connects the socio-linguistic basis of tourism with the development of information technology. It may serve as the conceptual foundation for tourism research that uses text as data in understanding a range of marketing and managerial problems in tourism.
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Helal, Guida, Wilson Ozuem, and Geoff Lancaster. "Social media brand perceptions of millennials." International Journal of Retail & Distribution Management 46, no. 10 (October 8, 2018): 977–98. http://dx.doi.org/10.1108/ijrdm-03-2018-0066.
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PurposeA phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications.Design/methodology/approachThe study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy.FindingsDrawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands’ online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits.Research limitations/implicationsThe paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings.Practical implicationsThe paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs.Social implicationsMultinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers.Originality/valueIn total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers’ personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective.
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Muhlis, Muhlis, Hartin Nur Khusnia, and Yulanda Trisula Sidarta Yohanes. "Pelatihan Komunikasi Pemasaran Digital dalam Mempromosikan Gerabah Desa Banyumulek, Kediri, Kabupaten Lombok Barat." JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) 5, no. 3 (November 28, 2021): 75. http://dx.doi.org/10.36339/je.v5i3.516.
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Banyumulek Village, Kediri, West Lombok, is a famous pottery producer and visited by many tourists. However, the COVID-19 pandemic resulted in fewer tourists visiting Lombok, thus affecting the sales of pottery produced by Banyumulek Village. Based on this background, this service activity aims to support the promotion of pottery produced by Banyumulek Village residents through digital marketing communication training. The method of implementing this activity is to socialize the importance of using digital media as an online marketing tool during the pandemic and teach participants how to create creative content and attract public attention by utilizing social media to promote Banyumulek Village pottery products. From the results of the activity, it is known that the majority of participants (88.23%) have used social media as promotional media, of which 38.89% used Facebook, 33.33% used WhatsApp, and 27.78% used Facebook, Instagram, and WhatsApp as social media in promoting pottery products. However, the less attractive message design makes the results will be not optimal. To that end, the service team shared knowledge and hands-on practice regarding the preparation of instant messages and shooting techniques to obtain materials or digital promotional content for Bayumulek Village pottery products on the participants' social media.
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Schivinski, Bruno, Daniela Langaro, and Christina Shaw. "The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events." Event Management 23, no. 6 (December 6, 2019): 835–53. http://dx.doi.org/10.3727/152599518x15403853721268.
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Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.
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Cassel, Susanna Heldt, and Cecilia De Bernardi. "Visual Representations of Indigenous Tourism Places in Social Media." Tourism Culture & Communication 21, no. 2 (July 20, 2021): 95–108. http://dx.doi.org/10.3727/109830421x16191799471980.
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This article focused the analysis on social media representations of Sápmi using the hashtags #visitsápmi and #visitsapmi, which nuance official, top-down versions of the place communicated in other contexts, but simultaneously are more focused on visitors and their experiences. The results show that the making of the Sápmi region as a place and a tourism destination through social media content is an ongoing process of interpretation and reinterpretation of what indigenous Sámi culture is and how it connects to specific localities. Future research should look at the broader understanding of places that can be accessed through social media analysis. The main argument is that visual communication is a very important tool when constructing the brand of a destination. Considering the growing role of social media, the process of place-making through visual communication is explored in the case of the destination VisitSápmi, as it is coconstructed in online user generated content (UGC). From a theoretical viewpoint, we discuss the social construction of places and destinations as well as the production of meaning through coconstruction of images and brands in tourism contexts. The focus is on how places are created, branded, and made meaningful by visualizing the place in a framework of tourism experiences, in this case specifically examined through indigenous tourism. We use a content analysis of texts, photographs, and narratives communicated on social media platforms. Regardless of negotiated brand management's efforts at official marketing, branding, and tourism planning, the evolution of Sápmi as a place to visit in social media has its own logic, full of contradictions and plausible interpretations, related to the uncontrollable and bottom-up processes of UGC.
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Tolica, Ermelinda Kordha, Klodiana Gorica, Vjollca Hysi Panajoti, and Elenica Pjero. "The Role of Internet and SEO in Branding Destinations: Case of Albania as a New Destination in Balkans." Academic Journal of Interdisciplinary Studies 6, no. 1 (March 28, 2017): 45–52. http://dx.doi.org/10.5901/ajis.2017.v6n1p45.
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Abstract The Development of Information and Communication Technologies (ICTs) has recently been changing almost every aspect of society and economy. Within the new technologies, Internet with has impacted the interactivity between people and the variety of products and brands. When the discussion is not simply about a common product/service, but about a tourist destination, the concepts of marketing and ICTs are even more intertwined. An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e-marketing strategy of companies that are making the important work about destination branding. The most important elements that have a positive impact in Albania, are content and keywords of Websites and a good level of sharing with social media. While there is much more to do with forms such as blogging, very important tools in SEO and the use of the right elements to raise brand awareness and differentiation.
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Ali, Alisha, and Andrew J. Frew. "ICT and sustainable tourism development: an innovative perspective." Journal of Hospitality and Tourism Technology 5, no. 1 (March 11, 2014): 2–16. http://dx.doi.org/10.1108/jhtt-12-2012-0034.
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Purpose – The aim of this research is to foreground information and communication technology (ICT) as an innovative approach for sustainable tourism (ST) development of destinations. ICT is the technology required for information processing which facilitates data processing, information sharing, communication, searching and selection. This paper concentrates on the Abernathy and Clark model and its usefulness in applying ICT as innovative in managing ST. Design/methodology/approach – An online survey was administered to destination managers and to eTourism experts. Destination managers were selected as they were identified as the person responsible for the overall management of a Destination Management Organisation. eTourism experts were identified as someone who possesses special expertise, knowledge and skills on ICT applications to tourism and offered expertise on which ranged from such areas as electronic distribution, recommender systems, user-generated content, online communities, mobile technology, technology acceptance, tourism networks and Web 2.0. This was followed by semi-structured interviews. Findings – These ICT tools were found to be innovative for information management and distribution for critical decision-making. Innovation was fostered through the use of ICT for ST by leading to a better understanding of the tourism product, monitoring, measuring and evaluating, forecasting trends, developing partnerships and engaging and supporting stakeholder relationships. ICT would provide novel ways of approaching marketing, energy monitoring, waste management, and communication for destinations. Originality/value – This research is important in demonstrating the value that technology can have to ST and further develops the work on tourism innovation theory.
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Niu, Yongge, Cheng Lu Wang, Shimin Yin, and Yixuan Niu. "How do Destination Management Organization-Led Postings Facilitate Word-of-Mouth Communications in Online Tourist Communities? A Content Analysis of China’s 5A-Class Tourist Resort Websites." Journal of Travel & Tourism Marketing 33, no. 7 (August 27, 2015): 929–48. http://dx.doi.org/10.1080/10548408.2015.1075455.
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Nastišin, Ľudovít, Richard Fedorko, and Radovan Bačík. "Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic." GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 6 (4) OCTOBER - DECEMBER 2021 6, no. 4 (December 30, 2021): 245–52. http://dx.doi.org/10.35609/jmmr.2021.6.4(5).
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Objective - In the current time of pandemic crisis, social media is one of the most effective tools for ecommerce to keep in touch with customers. One of the most affected segments worldwide is undoubtedly the tourist segment. Our goal was to examine the perception of selected aspects of social media in the light of gender differences during a pandemic in the tourist segment, when these can convince or discourage the customer to buy. Methodology/Technique - Data collection took place from the beginning of 2021 and lasted 3 months. It was an online questionnaire and focused on customers of travel agencies. A total of 723 valid responses were collected. These were analyzed for statistical significance of gender differences using SPSS software. Findings - The results identified significant differences in perceptions between men and women in some of the areas examined. The best forms of content that work best on these platforms have been identified. Attitudes towards communication through social media for marketing purposes were also identified. These were perceived positively in order to support purchasing decisions. We also identified a great need for personalization in communication via social media in a given tourist segment. Novelty - All findings show great implication potential for both theory and practice. The pandemic situation has changed market conditions and many of these changes will persist beyond. There is therefore a need to examine these contexts in the future. Managers in the tourism segment are able to incorporate the identified results into the way they manage their online activities and manage their social media. Type of Paper - Empirical Keywords: Social Media; Ecommerce; Tourism; Pandemic; Differences; Analysis. JEL Classification: M31, M39.
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Dodds, Rachel, Michelle Novotny, and Sylvie Harper. "Shaping our perception of reality: sustainability communication by Canadian festivals." International Journal of Event and Festival Management 11, no. 4 (August 17, 2020): 473–92. http://dx.doi.org/10.1108/ijefm-03-2020-0012.
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PurposeThe purpose of this paper is to determine the extent of online communication by festivals regarding their sustainability practices using Cultivation Theory as the framework to determine perceived value creation.Design/methodology/approachA mixed method approach was utilized to achieve data triangulation through a content analysis of websites, content analysis of social media sites as well as interviews.FindingsFindings indicated that 64% of festivals did not communicate any sustainable practices through their websites and only 6% communicated via social media. The most common sustainability practices communicated were waste management and sustainable transportation, yet few festivals engaged in effective, consistent and sufficient marketing of initiatives to festivalgoers. Best practice festivals (having communicated 5.47 initiatives or more) were found to have been significantly more likely than non-best practice festivals to be music festivals and have been in operation longer. Best practice festivals were also more likely than non-best practice festivals to have sustainability engrained into their corporate philosophy via a communicated sustainable vision and mission. Interviews revealed that most festivals did not have a designated role responsible for all sustainable initiatives and the responsibility was often taken on by volunteers or festival organizers. Festival organizers that communicated sustainability initiatives efficiently, consistently, and sufficiently perceived these efforts to benefit the festivals value amongst festivalgoers and host communities. Propensity to communicate sustainability initiatives was found to have been impacted by awareness, categorization, timing, policy and funding.Research limitations/implicationsWhile the findings are limited to the country of Canada and the extent of communication on websites and social media platforms as well as those festivals who participated, interviews helped to overcome these limitations as they gained an understanding of what was undertaken but not necessarily communicated.Practical implicationsThe findings generated from this study could be used as a guide for establishing a benchmark for festivals regarding sustainable communication as well as strategies for overall corporate responsibility. Content regarding sustainability at festivals is scarce, as is information on festival communication. As a result, this paper seeks to understand the sustainable initiatives that are being communicated by festivals.Originality/valueThis is the first time Cultivation Theory was used within a tourism context and may be a useful tool to determine value creation. Through Cultivation Theory, festival organizers believed to have the ability to impact perceived value of the festival by implementing efficient, consistent and sufficient communication of sustainability initiatives.
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Slámová, Martina, Alexandra Kruse, Ingrid Belčáková, and Johannes Dreer. "Old but Not Old Fashioned: Agricultural Landscapes as European Heritage and Basis for Sustainable Multifunctional Farming to Earn a Living." Sustainability 13, no. 9 (April 22, 2021): 4650. http://dx.doi.org/10.3390/su13094650.
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Today, farmers are multioptional entrepreneurs, demanding far more skills than only those of agricultural production. The awareness of European agricultural landscape (EAL) values should enable farmers to create new business strategies. Open education repositories (OERs) based on online vocational education and training (VET) are still not widespread. The project FEAL (multifunctional farming for the sustainability of EALs) has brought interactive material online based on results of two questionnaire surveys performed in Germany, Italy, Slovakia, Slovenia, and Spain. A survey of 31 experts confirmed that VET activities are very much needed for farmers. A survey of 28 farmers had different aims and content. Data collected from farmers were used to evaluate basic farm attributes, farmers’ characteristics, and keywords indicating the farms’ activities, multifunctionality and sustainability, and EALs, specifying the presence of nature- and landscape-protected areas. A decision-making schema, applying a collection of terms from literature analysis and the questionnaire’s results, is a support tool to develop a model of a farm that contributes to the preservation of the landscape’s character, strengthening the landscape’s quality, and sustainable business. The model presents the interactions of the farm (its territory and ancestral heritage, control of natural resources, tourism services and cultural events, public goods provision, and quality guarantees); socioeconomic strategies regarding quality, marketing, communication, business operation, and monitoring are proposed.
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Zaidan, Esmat. "Analysis of ICT usage patterns, benefits and barriers in tourism SMEs in the Middle Eastern countries." Journal of Vacation Marketing 23, no. 3 (June 21, 2016): 248–63. http://dx.doi.org/10.1177/1356766716654515.
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Information and communications technology (ICT) are widely used by enterprises to enhance their competitiveness. Travel agents (TAs) are among service providers for whom their integration of ICT and Internet technological capabilities could be the best marketing device and a potential promoter for enhancing their competitive positioning in the tourism sector. The study contextualizes ICT usage patterns in an underexplored context, the Middle East countries. This study provides an overview of the current state of affairs of the ICT adoption in small- and medium-size TAs in Dubai in United Arab Emirates. It investigates the usage patterns of the Internet by Dubai TAs, reasons for using the Internet, features of agents’ website content, and perceived significant benefits of e-commerce and barriers to adoption. It is found that the majority of TAs use the Internet for several reasons, ranging from customizing services, attracting customers, communicating with customers, gaining access to international markets, providing TAs with information and finding out about suppliers and competitors. The significant perceived benefits identified in this study are establishing a reputation in the global markets, increasing sales, revenues and profits, improving distribution channels, increasing competitive advantage and customizing services to customer needs. On the other hand, it was found that the principal barriers hindering e-commerce adoption are limited resources versus the high cost of e-commerce adoption, online security concerns, lack of skilled information technology labour, a lack of customer readiness, and a lack of advice and support. The study identified the need for more training facilities for adopting e-commerce in TAs and the need for the government to provide incentives, professional advice, and guidance regarding appropriate e-commerce products and services at an affordable cost for TAs operating in the emirate.
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Neilson, Leighann, and Judith Madill. "Using winery web sites to attract wine tourists: an international comparison." International Journal of Wine Business Research 26, no. 1 (March 11, 2014): 2–26. http://dx.doi.org/10.1108/ijwbr-07-2012-0022.
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Purpose – This paper aims to report on a study of wine regions in five countries that assessed whether and how wineries use their web sites to provide information to and attract wine tourists. Design/methodology/approach – Content analysis of winery web sites from wine regions in five countries (Australia, Canada, Chile, France, USA) was conducted. Findings – While the majority of wineries in the study utilized web sites to provide information to consumers, there were significant differences in the effectiveness with which they did so. Wineries desiring to attract tourist visitors should ensure that basic information content is present (e.g. hours of operation, directions to the winery). Although some wineries have begun to engage consumers on mobile platforms, more can be done to ensure access to information at all stages of the tourist visit process. Research limitations/implications – Due to time and budget constraints, the study evaluated the web sites in only some wine regions of five wine-producing countries. Future researchers can build on this study by evaluating winery web sites in additional wine regions and countries. Practical implications – The authors identify practical ways in which wineries can enhance the information they provide via their web sites to attract winery visitors and augment cellar door sales. Originality/value – Previous research has examined winery web sites at the level of the destination marketing organization or individual winery within a country; the authors look at individual winery web sites in international comparison. Wineries seeking to attract tourists to their cellar door operations can thus evaluate their online communications in comparison with national and international competitors and best practices.
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PANCHENKO, VOLODYMYR, and ROSTYSLAV BARAN. "PERSPECTIVE AREAS AND DIRECTIONS OF DEVELOPMENT OF THE UKRAINE TOURIST SECTOR WITH THE APPLICATION OF MODERN MARKETING TOOLS." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 298, no. 5 Part 1 (October 4, 2021): 76–81. http://dx.doi.org/10.31891/2307-5740-2021-298-5(1)-13.
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The article summarizes the features of world tourism development in the context of strengthening globalization processes. It is determined that in the conditions of globalization tourist enterprises should not only improve the existing components of the marketing complex, but also look for innovative areas of strategic development of the effectiveness of the management of the Internet marketing system. The perspective spheres and directions of development of the system of Internet marketing of the enterprises of tourism of Ukraine are systematized. The influence of the development of digital technologies and the COVID-19 pandemic on the transformation of the marketing concept of the tourist product of Ukraine is substantiated. Priority areas for reorientation of the Internet marketing system of tourist enterprises have been identified. The priority directions of development of communication strategy of the system of internet marketing of tourist enterprises are offered. Innovative spheres of development of the system of Internet marketing of tourist enterprises are conceptualized. Among the most important are: development of innovative tourist products; complex and constant integration of innovative technological developments into the value chain; reorientation from e-commerce to m-commerce; development of own online platforms and use of created and offered by world and regional providers – market leaders; development of contextual and targeted Internet advertising; ensuring the development of infrastructure and speed of e-marketing and m-marketing; improving the tools of messenger marketing and promotion on social networks; formation of business metrics; introduction of omnichannel communication; development of competencies and experience of consumers; building communities of participants in the tourism process; clear CRI for internet marketing system.
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Tardin, Matheus, Anderson Soncini Pelissari, and Luiza Dazzi Braga. "Social Media Marketing Communication." International Journal for Innovation Education and Research 8, no. 6 (June 1, 2020): 441–57. http://dx.doi.org/10.31686/ijier.vol8.iss6.2438.
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The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.
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Kretek, Henryk A., and Janusz Dworak. "Post-Pandemic Marketing @Marketing." Multidisciplinary Aspects of Production Engineering 3, no. 1 (September 1, 2020): 584–95. http://dx.doi.org/10.2478/mape-2020-0049.
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AbstractMarketing concentrates mainly on customer acquisition by means of advertisements broadcast in mass media and on billboards. The change to be made in traditional marketing is the shift of interests from satisfying needs to meeting expectations. @Marketing may serve as a tool for that. The aim of this paper is to present a new concept for @marketing, based on innovative forms of product presentation. The paper focuses on the marketing content, without consideration of technical aspects. Research has been carried out in the field of customers’ expectations towards online presentations. In the new conditions, a product presentation should be expanded by innovative forms such as narration, photography and computer graphics. Therefore, there is a need to develop comprehensive projects for planning online presentations as soon as possible. It should be preceded by detailed analyses carried out by IT specialists and marketing experts.
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Catahan, Nicholas, and Helen Woodruffe-Burton. "The view, brew and loo: perceptions of botanic gardens?" Journal of Place Management and Development 12, no. 1 (March 4, 2019): 20–38. http://dx.doi.org/10.1108/jpmd-12-2017-0127.
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PurposeThis is an exploratory and qualitative study to consider approaches to capture, analyse and monitor perceptions from big data, to inform and contribute to place management research and practice of botanic gardens (BGs). This paper aims to address the ongoing significant threat to BGs due to funding being cut and the need to inform and develop sustainable revenue streams for their survival.Design/methodology/approachGuiding research questions for this study were: ‘What are the perceived strengths and areas for development for 2 BGs via a Leximancer Automatic Content Analysis (ACA) of TripAdvisor online reviews; and do they match BGs purpose of scientific research, conservation, display and education?’ A content analysis of 582 online reviews from 2007 to 2017 follows qualitative methodology techniques using a combination of manual and automatic text analysis (Leximancer text mining software). These approaches enabled a comparison of online TripAdvisor reviews with Likert-type or rating scale items of 1 to 5 stars.FindingsInsights revealed the use of Leximancer and TripAdvisor (or similar innovations) as tools for potential place management, place marketing communications and monitoring purposes. Predominant perceptions extracted from reviews are not concerned with documented collections of living plants for the purposes of scientific discovery, conservation, display and education. Reviews clearly focus more upon aesthetics, facilities and services, which support previous studies. Overall, reviews highlighted positive sentiments towards the BGs.Research limitations/implicationsLimitations link to limited data across two BGs, synthesis and meaning of complex perceptions, matters of subjectivity and time needed to interpret information. Implications enable insights into BG “place” gleaned from big data in the form of user-generated content and electronic Word-Of-Mouth using Leximancer; viewed as a measure alongside management action plans. Future studies could strengthen debate and action regarding the use of Leximancer, and also public perception of BGs’ core functions, importance and value. The research supports potential to monitor and transform perceptions, values and beliefs. Outcomes could eventually inform policy and generate a much-needed shift in funds and resources for BGs by highlighting their relevance and value to society.Originality/valueAn empirical and methodological contribution via peer reviewed studies of visitor perceptions via online reviews of Britain’s BGs “place” and “space” analysed with Leximancer have never been published. This study critically explores potential visitor and place management needs of BGs. Managers can make better use of big data from social media platforms/digital channels, using a novel type of data analytical software like Leximancer for strategic planning; with more informed approaches to place management, innovation and development. A key contribution of this study is this ACA methodological approach for place management.
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Granata, Giuseppe. "Digital Communication Tools: E-Wom in the Tourism & Hospitality Industry." International Journal of Advances in Management and Economics 9, no. 3 (April 30, 2020): 57–61. http://dx.doi.org/10.31270/ijame/v09/i03/2020/7.
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The tourism industry has been greatly influenced by the development of information and communication technologies (ICT), as in the case of word-of-mouth digital communication or e-WOM, that allows users to express opinions about their experience as tourists online. Hotels are the providers of tourist services that are most interested in this communication tool, using which they can obtain feedback and information useful for improving management and economic results. To date, academic literature on this topic has been focused on consumers, and the research contribution related to management is limited. This research contributes to the study of e-WOM as a digital communication tool for hotels in the Italian context. A descriptive analysis of this phenomenon was carried out using a survey conducted among hotel managers and marketing managers. This survey revealed different points of view on different user profiles and hotels involved. Keywords: Digital communication, E-WOM, Hotel industry, Relationship marketing, Word-of-mouth.
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Kieżel, Małgorzata. "THE ONLINE MARKETING COMMUNICATION IN REAL-TIME MARKETING DURING COVID-19." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 22, no. 4 (December 30, 2021): 39–54. http://dx.doi.org/10.5604/01.3001.0015.6938.
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The purpose of the article is to characterize the assumptions and benefits of real-time marketing as a way of responding to the situation caused by the coronavirus. An important goal is also to characterize the specificity of online marketing communication during the COVID-19 pandemic. It was found that the messages focus on image, brand awareness, CSR activities, and much less on selling and communicating the product directly. The content and form of messages correspond to the required restrictions - social distance, staying at home, spending time with family, remote work, preparing meals, etc.
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Indarwati, Tias Andarini. "Photo Product dan Content Marketing Instagram dalam Pemasaran Online Marketing INTAKO." Abimanyu: Journal of Community Engagement 2, no. 2 (August 13, 2021): 49–53. http://dx.doi.org/10.26740/abi.v2i2.14443.
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Koperasi INTAKO yang berdiri sejak 1976 memproduksi tas dan koper yang memiliki konsumen dalam negeri maupun luar negeri memiliki potensi besar dalam dalam bidang ekonomi. Kondisi bencana lumpur Lapindo di tahun 2006 telah menjadikan penurunan penjualan mencapai 80%. Kondisi Pandemic saat ini lebih memprihatinkan bagi koperasi INTAKO dilihat dari omset penjualannya. Koperasi INTAKO telah berupaya menggunakan social media Instagram akan tetapi belum dimanfaatkan sepenuhnya tampak pada tidak terupdate-nya informasi yang ada. Pandemic seperti ini pemasaran online adalah hal yang tidak dapat dihindari. Tujuan kegiatan ini adalah memaksimalkan photo produk dan content marketing dari Instagram dalam rangka meningkatkan pemasaran Koperasi INTAKO. Metode yang kami gunakan adalah workshop sehingga karyawan INTAKO dapat melanjutkan kegiatan tersebut kedepannya. Hasil dari kegiatan ini bahwa terdapat perubahan tampilan Instagram yang berbeda secara photo produk nya dan content marketing sebagai sarana komunikasi dan informasi bagi calon konsumen.
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Fithriya, Dwi Nur Laela. "CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19." Jurnal Sosiologi Reflektif 15, no. 1 (November 9, 2020): 81. http://dx.doi.org/10.14421/jsr.v15i1.1980.
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The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.
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Nagy, Szabolcs, and Gergő Hajdú. "The relationship between content marketing and the traditional marketing communication tools." Észak-magyarországi Stratégiai Füzetek 18, no. 1 (2021): 110–19. http://dx.doi.org/10.32976/stratfuz.2021.25.
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Serra-Cantallops, Antoni, Jose Ramón Cardona, and Fabiana Salvi. "Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences." International Journal of Contemporary Hospitality Management 32, no. 11 (September 25, 2020): 3457–77. http://dx.doi.org/10.1108/ijchm-02-2020-0113.
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Purpose This study aims to compare the relative importance of service quality (SQ), customer satisfaction (CS) and positive emotional experiences (PEE) to determine which is more influential in customers’ intention to spread positive eWOM. Design/methodology/approach A questionnaire that had been translated previously into English, German and Spanish and contained scales from previous studies, as well as a new scale created for electronic word-of-mouth (eWOM) (which was tested before fieldwork commenced), was sent through an online survey to all customers who had stayed in a hotel during the previous three months and were selected from the customers’ database of two international hotel chains that operate hotels worldwide, most of which are middle-upper class establishments that specialize in the holiday market. A total of 3,671 valid questionnaires were obtained, and the research model was tested using partial least squares. Findings The findings suggested that, in the context of mid-upscale hotels, SQ is of paramount importance for CS, but by itself, does not guarantee customers’ involvement in generating and spreading positive eWOM. CS, by itself, neither guarantees customer involvement in positive eWOM spreading. However, the provision of services that can generate PEE among hotel guests is a powerful determinant of positive eWOM spreading and also has a very positive effect on CS. Research limitations/implications The results are based on a sample selected from customers of mid-upper-class hotels that cater to the holiday segment, and therefore, apply only to customers who use this category of hotel services. Further research should be conducted on mid-lower-class hotels to determine whether the results obtained in this paper can be generalized throughout the hotel industry. Practical implications This study provides useful insights for hotel marketing managers by identifying a key causal element that fosters consumer creativity and consumer content creation by spreading eWOM. Managerial practices should strive to provide guest experiences that have the ability to increase emotional outcomes. The results have practical implications for product/service development, communication and customer relationship activities, as well as price and revenue management. Specifically, SME hotels could benefit from an increased volume of positive eWOM to increase their competitiveness. Originality/value The antecedents of eWOM have received less attention in research than its effects. Drawing on a large sample of hotel customers, this paper sheds light on the important issue of identifying which factors motivate customers to engage in spreading positive eWOM specifically in the hotel industry. The results also suggested that WOM and eWOM should not be considered strictly equivalent either in their features and effects or in their antecedents.
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Kreutzer, Ralf T. "Digital Branding und Content-Marketing." Der Betriebswirt: Volume 56, Issue 3 56, no. 3 (September 30, 2015): 21–28. http://dx.doi.org/10.3790/dbw.56.3.21.
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Digitale Markenführung umfasst den Prozess der emotionalen Aufladung einer Marke sowie der Kommunikation zentraler Nutzenelemente einer Marke zur Erreichung einer Differenzierung im Wettbewerb durch den Einsatz digitaler Medien als integraler Bestandteil eines ganzheitlichen Markenführungsansatzes. Eine wichtige Komponente der digitalen Markenführung stellt das Content-Marketing dar. Dieses kann sowohl im BtC- wie im BtB-Markt wichtige Impulse zur Auseinandersetzung mit Angebot, Marke und/oder Unternehmen liefern. Digital brand management encompasses the process of emotionalizing the brand and of communicating the central benefit elements of a brand. The target is the achievement of competitive advantages through the use of digital media as integral part of a holistic brand management approach. An important component of digital brand management represents content marketing. This can provide an important impetus for the promotion of the offer, the brand and/or the company itself – in both the B2C as the B2B markets. Keywords: stakeholder, online medien, markenführung, informationskonkurrenz, image, identity
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Prajarto, Y. A. Nunung, and Mashita Phitaloka Fandia Purwaningtyas. "MEDIA DIGITAL DALAM KOMUNIKASI PEMASARAN PARIWISATA: EFEKTIVITAS SISTEM INFORMASI KANAL PEMESANAN DARING." Jurnal ILMU KOMUNIKASI 18, no. 1 (June 1, 2004): 1–18. http://dx.doi.org/10.24002/jik.v18i1.2956.
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Many hospitality business actors implement the usage of online booking platforms as a part of their marketing communication strategy. However, there has been not any evaluation model developed to examine the effectivity of online booking platforms usage yet. This research attempts to develop ICTRT evaluation that’s based on the information system, and aims to find an evaluation model that’s suitable with the Communication Studies, without leaving the socio-cultural context of Indonesian society. Method conducted in this research is case study to enable researcher to monitor and evaluate the practice of digital tourism marketing communication through online booking platforms comprehensively
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Çeltek, Evrim. "Mobile advergames in tourism marketing." Journal of Vacation Marketing 16, no. 4 (October 2010): 267–81. http://dx.doi.org/10.1177/1356766710380882.
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In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term ‘advergame’ refers to games created by companies to promote their products or brand by combining ‘advertisement’, ‘computer games’ and ‘mobile phones’. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games.
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Masoom, Kaneez. "Impact of Content Marketing on Brands Health." International Journal for Research in Applied Science and Engineering Technology 10, no. 1 (January 31, 2022): 1838–41. http://dx.doi.org/10.22214/ijraset.2022.40159.
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Abstract: The advent of Web 2.0 has ushered in a new era in business operations, allowing for dual communication between businesses and their customers. Today, corporate professionals often hire social media platforms to raise awareness about the product and sell their products to customers. However, the main aim of communicating information via online plateforms specially the social media is to inspire the consumers to interact with the business. At the moment, brand health is the is the testing of products and brands by digital viewers. It checks product and brand awareness over the long term, leading to improved product and brand equity. Site time, recurring visitors, community preferences, subscriptions, and jump rate are just a few steps used to assess product health. Keywords: content marketing, consumer engagement, brand , social networks , social media marketing .
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Morrish, Sussie C., Leyland Pitt, Joseph Vella, and Elsamari Botha. "Where to visit, what to drink? A cross-national perspective on wine estate brand personalities." International Journal of Wine Business Research 29, no. 4 (November 20, 2017): 373–83. http://dx.doi.org/10.1108/ijwbr-03-2017-0011.
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Purpose The purpose of this paper is to illustrate how brand personality and its dimensions can be applied to wine tourism, and how a content analysis of the text taken from a wine estate’s website can be used to derive a snapshot of how brand personality is communicated. Design/methodology/approach The paper uses the text analysis software DICTION to identify the extent to which each estate’s website communicates the brand personality dimensions of excitement, competence, ruggedness, sincerity and sophistication, and then agglomerates the scores of individual estates within a region to overall scores for the country or wine region in which they are located. Findings Major findings are that the southern hemisphere producers, Australia, New Zealand and South Africa, communicate all five brand personality dimensions to a greater extent than do the northern hemisphere regions of Bordeaux and Napa. Furthermore, while the levels of brand personality communication may differ, all countries and regions seem to follow the same pattern, or stated differently, emphasize the same brand personalities as their international counterparts. Excitement is the main dimension communicated, and then sincerity. Ruggedness and competence are communicated to a lesser extent and sophistication is hardly communicated at all. Research limitations/implications The countries/regions selected for the study are among the most popular tourist destination wineries within five of the world’s prominent wine producing countries and regions. However, this selection is arbitrary and were also carefully chosen merely by the simplicity and convenience afforded by a Google search. The results are also an aggregation of the wineries within a region and does not give any indication of the brand personality of a single website for a winery with in a region, which might be very different from the aggregation. Practical implications Wine tourism is a big business for many wine estates as well as regional and national economies, generating huge potential for economic growth and job creation above and beyond the production and sale of wine. The paper offers a practical insight for wineries that want to portray themselves to the world and especially to their target customers. At a general level, the approach illustrated here provides a way for those who manage wine tourism at the national, regional and estate levels to gauge whether the personality of their brand is being communicated online as they intend it to be. Social implications Wine tourism is very social in nature, and the findings in this study offers a unique understanding of how customers could perceive their destination especially where they are looking to experience the wine estate among similar minded people. A wine estate marketer might wish to be conveying a personality of sophistication and competence, and then be informed by a study like this that the brand is instead being communicated as exciting and sincere. Originality/value The paper illustrates the use of powerful content analysis software, DICTION, to determine the extent to which this text specifically communicates dimensions of brand personality, and in broader terms gives a feel for the tone of text. Regular use of the technique helps wine marketing decision makers to track their own brand’s personality as well those of competitors over time.
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Liao, Ziqi, and Xinping Shi. "Web functionality, web content, information security, and online tourism service continuance." Journal of Retailing and Consumer Services 39 (November 2017): 258–63. http://dx.doi.org/10.1016/j.jretconser.2017.06.003.
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Bojana, Radenkovic-Sosic. "Content marketing: A new form of postmodern communication in tourism." TIMS. Acta 7, no. 1 (2013): 13–19. http://dx.doi.org/10.5937/timsact7-3682.
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Jobczyk, Tomasz M. "CHOSEN DETERMINANTS IN MARKETING COMMUNICATION IN REGIONAL TARGETED MARKETING." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 19, no. 4 (December 31, 2018): 105–14. http://dx.doi.org/10.5604/01.3001.0013.1648.
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The aim of the article is to point to selected determinants of marketing communication in the regional marketing. Recognising that the development of the region and local communities, the inhabitants of municipalities, is also a marketing problem. The hypothesis is the statement that the organization of the communication process, the content of the message, and fundamentally the competence of communication managers, must take into account the level of knowledge and experience of the recipients. Assuming, the aforementioned being either city inhabitants or rural citizens. Literature analysis was adopted as a research method
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Ho, Jason Y. C., and Melanie Dempsey. "Viral marketing: Motivations to forward online content." Journal of Business Research 63, no. 9-10 (September 2010): 1000–1006. http://dx.doi.org/10.1016/j.jbusres.2008.08.010.
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Pažėraitė, Aušra, and Rūta Repovienė. "Content Marketing Decisions for Effective Internal Communication." Management of Organizations: Systematic Research 79, no. 1 (June 1, 2018): 117–30. http://dx.doi.org/10.1515/mosr-2018-0008.
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AbstractThe paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.
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Inversini, Alessandro, and Lorenzo Cantoni. "Towards online content classification in understanding tourism destinations' information competition and reputation." International Journal of Internet Marketing and Advertising 6, no. 3 (2011): 282. http://dx.doi.org/10.1504/ijima.2011.038240.
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Liu, Xuan, Savannah Wei Shi, Thales Teixeira, and Michel Wedel. "Video Content Marketing: The Making of Clips." Journal of Marketing 82, no. 4 (July 2018): 86–101. http://dx.doi.org/10.1509/jm.16.0048.
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Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online through original trailers of movies, sitcoms, and video games. Marketers are now trying to produce much shorter video clips to promote their content on a variety of digital channels. This research is the first to propose an approach to produce such clips and to study their effectiveness, focusing on comedy movies as an application. Web-based facial-expression tracking is used to study viewers’ real-time emotional responses when watching comedy movie trailers online. These data are used to predict both viewers’ intentions to watch the movie and the movie's box office success. The authors then propose an optimization procedure for cutting scenes from trailers to produce clips and test it in an online experiment and in a field experiment. The results provide evidence that the production of short clips using the proposed methodology can be an effective tool to market movies and other online content.
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Upreti, Bikesh Raj, Juho-Petteri Huhtala, Henrikki Tikkanen, Pekka Malo, Neda Marvasti, Samuel Kaski, Iiro Vaniala, and Pekka Mattila. "Online content match-making in B2B markets: Application of neural content modeling." Industrial Marketing Management 93 (February 2021): 32–40. http://dx.doi.org/10.1016/j.indmarman.2020.12.012.
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Constantinides, Efthymios, and Marc C. Zinck Stagno. "Higher Education Marketing." International Journal of Technology and Educational Marketing 2, no. 1 (January 2012): 41–58. http://dx.doi.org/10.4018/ijtem.2012010104.
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The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.