Conference PaperPDF Available

The Impact of Social Media on Tourism

SINTEZA 2014 E-Business in tourism and hospitality industry
The tourism system mainly relies on information and communication technologies for
promotional activities, sales and when developing management relationships with custom-
ers. When a tourist is making the final decision on destination choice, the most important
information comes from online interpersonal influence - online word of mouth (eWOM).
Authors dealing with tourism market segmentation recognize the growing number of tour-
ists who use modern digital media. In accordance with their identified needs, advanced
technologies provide a new customized tourist offer. Contemporary tourists have been more
than active since the emergence of the sophisticated Web 2.0 technology which strongly
influenced and transformed the travel decision making process. Many surveys results con-
firm that - approximately 50% of people are likely to download travel applications while
searching for destinations before they actually leave for vacation.
Key words:
social media,
Web 2.0,
Radmila Živković, Jelena Gajić, Ivana Brdar
e revolutionized meaning of information commu-
nication technologies and Internet technologies refers
to mobile communications which enable individuals to
move and generate, transmit and receive di erent kinds
of information. As a result of this process, various models
of communication emerged. With the help of information
communication technology in the global environment, in-
dividuals may interact, move through space and time and
their necessary information accompany and help them to
nd the desirable product or services [1].
e aim of this article is to present how and to what
extent information and communication technologies have
a ected tourism. We shall consider the tourism system
and its participants (stakeholders and tourists) the essen-
tial area of study in attempt to explain this phenomenon.
Analyzing the network consisted of di erent digital com-
ponents can o er a di erent view for understanding dy-
namic behavior of our digital users who can be converted
into tourists with assistance of social media.
Companies in tourism try to combine varied market-
ing techniques they used in the past and they analyze sev-
eral speci c factors in the process of developing commu-
nication mix strategy (type of tourism market, traveler’s
readiness to make purchase, destination development
stage, and the brand’s market share and positioning). So-
phisticated target groups and modern ICT environment
are a serious challenge for tourism industry and it is of
great importance to send the right messages through the
proper media channels [2].
From “the static web” and unidirectional  ow of com-
munication until “the second phase” of Web 2.0 and bi-
directional communication, new levels of relations have
started up.  e user may create, share, collaborate and
communicate.  erefore, Web 2.0 has an enormous im-
pact upon tourists’ behavior. According to the new in-
formation technology trends, consumers started being
more adaptive and  exible, and a new consumer pro le
emerged - the digital users [3].  e new type of consumers
leads to new experiences. With new technologies being
developed, the main interest of tourism subsequently lies
in exploring the potential of ICTs, and particularly social
networking, as strategic instruments for positive enhance-
ment of tourism experiences [4].
As a result of the Web 2.0 concept extension in the
tourism sector, there is another innovation called Travel
2.0 which represents the new generation of travel web-
sites. Its new technologies facilitate social collaboration
among travellers enabling tourists to share their experi-
ences with fellow travellers [5].  e credibility and trust-
worthiness of Travel 2.0 applications are increasing and
today`s tourists trust these travel applications more than
professional travel advice.
e e ective marketing communications do not lie in
what you say, but how you say it, considering the mar-
keting channels and creativity of the message.  e tra-
ditional approaches to communication put emphasis on
mass media techniques which are less e ective in the en-
vironment where tourists have access to large amounts
of information on destinations, arrangements, hotels, etc.
Also, social networks have the most e ective in uence on
SINTEZA 2014 E-Business in tourism and hospitality industry
tourism when they rely on the e ects of the Web 2.0 while
trying to deal with new tourists’ expectations. In support
of such arguments: (a)  e European Travel Monitor sug-
gests that six out of ten Europeans who went on a holiday
trip during 2012 used the internet; (b) TripAdvisor, which
receives more than 60 million unique visitors each month
(TripAdvisor, 2012)and more than 125 million reviews
and opinions on more than 3.1 million accommodation
facilities, restaurants and attractions (TripAdvisor, 2013)
and (c) eMarketer (2013) found that around 163.5 mil-
lion people in the US—more than two-thirds of internet
users—are social network users [6].
ere are many communication options where con-
sumers can search, interact and share information with
other users.  ere, in the table below, we can see some of
the interactive marketing communication options that are
now available.
Table 1. Digital Marketing Communication Options
   
          
     
      
    
     
       
     
     
Ads and
     
     
       
    
  
      
    
    
   
     
      
  
 
      
    
       
       
   
      
       
      
     
Source: Hudson, S., Roth, M., Madden, J.T., (2012), Customer
Communications Management in the New Digital Era, Center for
Marketing Studies, Darla Moore School of Business, University
of South Carolina, p.6.
As more aspects of everyday life converge toward dig-
ital, opportunities for tourist’s organizations to interact
with tourists expand dramatically [7]. According to pro-
fessional opinion, social media are more reliable and their
content is wide and varied.
Social media is an important tool for the analysis of
tourists’ attitudes and this is con rmed by the increased
purchases and recommendations to other users. Building
successful service-based brand in tourism means that each
o er should be a unique value proposition based on the
customer experience.
Tourists need to know by means of reliable sources
how their experience is going to be like in order to reduce
uncertainty and create some expectations of what they are
going to  nd at a destination [8].
Due to the uncertainty of tourist services, a traveller
should obtain the necessary information in order to make
the right decision concerning the travel. Modern tourists
have more trust in other travellers’ opinions using social
media rather than o cial marketing advices.
As social media becomes increasingly expressive, con-
sumers are able to increasingly in uence other consum-
ers with their own opinions and experiences. Since social
media is low-cost and bias-free, it represents an advantage
for marketing communications [9]. According to the Fo-
tis and in the academic literature there is a disagreement
on the classi cation of the social media types according
to their level of social presence/media richness and the
SINTEZA 2014 E-Business in tourism and hospitality industry
level of self-presentation/self-disclosure. Six types of social
media have been identi ed: social networking websites
(i.e. Facebook, Linkedin), blogs, content communities
(i.e.YouTube, Flickr, Scrib, Slideshare, Delicious), col-
laborative projects (i.e. Wikipedia, Wikitravel), virtual
social worlds (i.e.Second Life), and virtual game worlds
(i.e. World of Warcra ). However, there are other types of
social media such as microblogs (i.e. Twitter), consumer
review & rating websites (i.e. TripAdvisor, Epinions) and
internet fora (i.e.  ornTree, Fodor’s Travel Talk) [10].
Evidently, the number of social media is changeable,
but their most important role is to encourage users and
travellers to post and share their travel experiences, com-
ments and opinions, by having them serve as a source of
information for other users.
Social media continues to impact communication ei-
ther positively or negatively depending on the subjects
under study and the type of communication (Steven M.
Edwards) [11]. Social media requires all marketing activi-
ties integration and uses persuasive advertising to provide
a competitive product/service experience.
e electronic word of mouth is important for market-
ers to understand this new platform for communication
and support customer relationship in the best way.  e
electronic Word of Mouth can enhance visitor satisfac-
tion due to product or service improvement. At the same
time, eWOM can solve problems and doubts during the
travel and it can help discover what tourists think and say
about their experience. However, the main bene t can be
monitoring of the company’s reputation/image or even
the analyses of the current competitive strategies [12].
According to the eMarketer, (Fig.1) by the end of 2015,
174,9 million people in the USA will be social network users.
Fig.1. US Social Network Users and Penetration, 2012-2017
Facebook in particular has a great in uence over con-
sumer choices globally, especially in the travel sector.  e
research conducted in 2012 has shown that 76% of trav-
ellers post vacation photos on a social network and 40%
post activity/attraction reviews. Over 90% of consumers
from all over the world say they trust recommendations
from friends, such as word-of-mouth, and only 48% of all
the travelers who used social media to create travel plans,
stuck with their original travel plans [13].
Digital technologies have contributed to fundamental
changes in the tourism industry and determined a bet-
ter understanding of the decision making process of the
travel, tourists’ behavior during vacation and post vaca-
tion activities.
An online research with 4,600 respondents was con-
ducted in October, 2012 across the US, Europe (EMEA)
and Asia Paci c (APAC), speci cally with Internet and
social media users among travellers (who had traveled for
leisure purpose in the last 12 months or intended to do so
in the next 12 months) [14].
is interesting study collected the most important in-
formation related to the impact of social media on tour-
ism.  e study revealed that social media has a big in u-
ence on travel decisions as 44% of respondents strongly
agreed that Internet reviews posted by travel bloggers
helped them about the initial decision of vacation desti-
nations.  is is followed by 37% online travel forums, 27%
Facebook, 24% Youtube/Vimeo, 22% Pinterest.
Nearly half of the respondents would have used social
media to plan their vacation if free Wi-Fi had been avail-
From those who are “social active”, over 50% are likely
to download travel apps while planning their vacation be-
fore they go. During vacation, the most popular applica-
tion is (by 15%) Google Maps (Figure 2). A er that come
city guides, local weather, restaurant  nder apps and pub-
lic transportation apps.
Fig.2. The most popular applications during vacation
Source: Text100 Digital Index: Travel & Tourism study 2012,
retrieved from
e survey’s results (Figure 3) regarding top 5 things
travellers are most likely to comment online have indi-
cated that travellers enjoy commenting on shopping, local
SINTEZA 2014 E-Business in tourism and hospitality industry
cuisine,  ne food, historical sites, museums and galleries,
as well as amusement/theme parks.
Fig.3. Top five things travalers are most likely to comment on
Source: Text100 Digital Index: Travel & Tourism study 2012,
retrieved from
Digital users in tourism can interact and share infor-
mation with other tourists/friends using di erent plat-
forms (blogs, forums, wikis, video and photo sharing to
social networks, virtual communities, chat rooms and
pod-cast).  e most popular activity during and post va-
cation among tourists is sharing self made videos or pho-
tos. A er vacation almost 25% are proactive travellers as
they writing reviews versus 20% of them who do it during
Travellers from Asia Paci c are more likely to share
blogs posts or news stories related to their travel destina-
tion, while on vacation (Figure 4).
Fig.4. Social media activity during vacation
Source: Text100 Digital Index: Travel & Tourism study
2012, retrieved from
e growth in travel related applications is likely to
continue and tourism industry has to understand the mo-
tivating factors and travellers’ needs in order to make con-
necting communities based on mutual interests.
Digital mobility and social media activities enable
tourism industry to have appropriate insight in the world
of tourists. Marketing communications will be mostly
concentrated on the improvement of relationships in so-
cial media and adapting to tourists’ needs. Social media
has been recognized as one of important competitive tools
in terms of tourism marketing. Tourism need to engage
their tourists with multichannel integrated communica-
tions and encourage them to talk about and recommend
good experiences. Engaging with travellers on real-time
social media has huge implications for the travel industry.
Today tourists encounter with the new digital technol-
ogy that can help them improve services and make their
online experiences more personalized and more relevant
- the Web 3.0. Beside many advantages of the next genera-
tion technology, probably, the big challenge for advanced
ICT in the future will be facing with privacy and informa-
tion reliability.
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... Social media marketing (SMM) is a key strategic activity which helps meet business objectives and create value for internal and external stakeholders (Felix et al. 2017). Social media has changed the decision-making process of consumers of tourism and has become a fundamental management tool for communication and commercial information in the hotel industry (Hudson and Thal 2013;Zeng and Gerritsen 2014;Živković et al. 2014). Travelers have been avid users of social media since they first appeared given that the nature of the product leads it to be acquired in advance and at a distance from where it is consumed. ...
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The aim of the study is to analyze the communication management strategies of the top 40 hotel companies, in terms of turnover, using their corporate accounts on social networks during the Easter holiday campaign in 2021 and 2022. By using apps such as “Data Analytics” and “Content Analytics” from Welovroi, a comparative, quantitative and qualitative study, using content and discourse analysis, was designed. The comparative study seeks to identify possible changes and offers data on activity, impact and the published content. The results reveal a considerable difference—both quantitative and qualitative—from one period to the other in terms of behavior and networking on social media of the brands studied. Despite the increase in publications from 2021 to 2022, the level of engagement falls, the frequency of publications and content varies and, in addition, the importance of Instagram and Facebook, as networks which generate more interaction with the public, can be noted. The conclusions reached may also serve to improve the management of social media communication for hotel companies.
... Profiles on social media maintained by tourist entities support image creation, enable staying in touch with customers, and allow for quick responses to changing market conditions. The use of various online tools in tourism has been intensively researched by scientists all over the world for several years (Gascón et al., 2016;Zeng & Gerritsen, 2014;Živković et al., 2014;Li et al., 2021;David-Negre et al., 2018). It is generally understood that this medium plays a very important role in the tourism economy, and its role will continue to expand in the coming years. ...
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Motives: Businesses rely on the Internet to facilitate marketing communication, attract customers, and build customer loyalty. The Internet can be used not only as an additional channel for distributing information about the company, but also as a means of interactive communication for commercial purposes or promotional activities. This is of great importance for service providers, including tourism sector businesses such as marinas.Aim: The aim of this study was to examine the content of websites owned by Baltic yacht marinas in the Polish voivodeships of West Pomerania and Pomerania. Marina websites were analysed based on their usefulness for potential tourists in 2018, 2020, and 2022, using the adopted criteria, and data for each year were compared to examine changes over time. The applied research methods included theoretical and analytical observations, website analysis, and a point ranking scale. A comparative analysis of the obtained results was performed. This is the first study to examine the extent to which marinas rely on social media for marketing and advertising purposes.Results: The results of the conducted analyses provided answers to the formulated research questions. Few marinas use websites as a tool for communicating with potential customers, but their owners are beginning to recognize the potential of the Internet in this regard.
... Social media has changed the way people search, find, read, gather, share, develop, and consume information, and the way they communicate with each other and share information [55]. The popularity of this phenomenon has once again led to changes in the tourism industry [56,57]. Tourism businesses have become increasingly concerned about their presence on social media platforms as it allows them to interact directly with clients and constantly monitor customer opinions and evaluations of their services [58]. ...
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The tourism industry has faced several challenges over the years, due to the evolution of technology and behavioral changes of the generations. The research focused on the new generation of tourists, Generation Z. Known as digital natives, the study aimed to identify their current travel behavior in the digital age and their perception of the future of travel in the context of recent technological developments, namely artificial intelligence, and virtual reality, thus highlighting specific elements that could disrupt the travel industry. To achieve this goal, qualitative research was conducted, using two sessions of focus groups among 20 Generation Z tourists. The results show that Generation Z tourists exhibit disruptive behavior primarily due to their heavy reliance on social media platforms, even for travel purposes. Social media has become their primary search engine, and travel influencers hold significant sway over certain individuals in this generation. In addition, they serve as influencers, by sharing visual content from their travels. Another noteworthy trend in the travel industry is Generation Z's inclination towards multi-channel booking, effortlessly switching between different booking options. Lastly, although the results show little awareness of the potential of advanced technologies, their openness to adopt them to simplify the travel planning process further contributes to the disruption of traditional travel patterns. Generation Z can be considered a bridge between previous and future generations. The study has implications for management and marketing activities in the tourism field.
A Geopark is defined as a geologically significant area, with clearly defined boundaries. The most essential parts of planet history, culture, and biodiversity include geological and geomorphological legacy. A Geopark’s establishment strives to capture what constitutes a world-class outstanding geological heritage, while also exploring, developing and highlighting the relationship between geological heritage and all other issues and aspects of a region’s natural and cultural heritage. The primary concept of establishing Geoparks is to combine conservation with sustainable development and active participation of local communities in the region’s economic development. Geopark, through geotourism activities, are seen to be the most suitable for sustainable tourism development of the region, aiming at stimulating the local economy and community. Highlighting all those elements that make up the Geopark, such as geology, natural ecosystems, cultural elements—archaeology, promotion of local identity, and sustainable development, is an important development keystone that has a clear impact on the preservation of geological heritage and cultural values. The use of new technology applications such as social media, smartphone applications, augmented reality (AR), virtual tours can serve as additional tools for promoting the multifaceted role of a Geopark, highlighting the geopark’s multifunctional role, and providing information (images, videos, texts) about points of interest in specific geographical sites where the user/visitor is located and aims with the camera of the mobile phone. In this paper the use of digital technologies, such as social media, on marketing activities of Geoparks for sustainable tourism development is explored. The study investigates the Greek Geoparks policies in relation to the use of digital technologies and especially social media.
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Social media is a significant communication tool in the tourism industry because it can reach a wide audience, interact directly, and is very effective in promoting tourist destinations and building close relationships between tourism businesses and tourists. Nonetheless, the role of social media in tourists' decision-making to visit a tourist destination is still not fully understood. Therefore, this study aims to understand what elements of Instagram content can make tourists decide to visit a tourist destination. Data collection was carried out using in-depth interviews with 20 domestic tourists. The analytical technique used to achieve the research objectives consisted of two steps, namely thematic analysis and followed by qualitative descriptive analysis. Based on the results of this study showed to be that Instagram content can trigger Generation Y and Z tourists' decisions to visit tourist destinations. Interesting Instagram content in terms of color, captions, and other people's comments can be one of the factors that attract tourists to visit tourist destinations. Overall, the research presents valuable insights for social media stakeholders and marketers in the tourism industry to optimize their content strategy and effectively target and engage Generation Y and Z tourists. However, it should be noted that these studies may have limitations in the scope and population studied, so further research is needed to deepen and expand our understanding of how Instagram affects Y and Z-generation travel decisions.
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Die wachsende Konkurrenz im globalen Tourismus und die veränderten Erwartungen der Touristen stellen Tourismusdestinationen vor neue Herausforderungen. Um diesen effektiv zu begegnen, müssen Destinationen die Bedürfnisse und Vorlieben der Touristen verstehen und antizipieren. Die Persönlichkeit als kausale Kraft, die das menschliche Verhalten stark beeinflusst, ermöglicht einen tiefen Einblick in die Motivationen und das Verhalten von Touristen. Die vorliegende Studie untersucht die Zusammenhänge zwischen fünf Persönlichkeitstypen und individuellen Reisepräferenzen sowie Reiseverhalten. Sie analysiert Instagram-Daten von 249 Teilnehmern mittels Machine-Learning-Verfahren, um Persönlichkeitswerte von Touristen der Bodenseeregion vorherzusagen. Die Ergebnisse zeigen, dass die Zusammensetzung der Persönlichkeitstypen an verschiedenen Standorten der Bodenseeregion variiert, was für die Tourismusforschung und -planung von hoher Relevanz ist. Die Studie zeigt auch, dass Social-Media-Daten, insbesondere Instagram-Daten, einen neuen Weg bieten, um tiefgründige Erkenntnisse über Touristen zu gewinnen, die für Empfehlungssysteme und personalisierte Angebote genutzt werden können.
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This study analyzed the impact of various aspects of social media marketing (beneficial promotions, relevant content, popular content, and presence on multiple platforms) on brand loyalty through the mediating factor of customer satisfaction in travel and tourism offices in Jordan. The study’s sample consisted of 350 followers of at least one travel and tourism office on social media, with a response rate of 86% obtained via a self-administered questionnaire. The results supported the significance of social media marketing drives on brand loyalty, with customer satisfaction playing a crucial mediating role. All the factors that engage customers in social media marketing (i.e., beneficial promotions, relevant content, popular content, and presence on multiple platforms) were found to have a simultaneous impact on brand loyalty. This study is the first of its kind in the Jordanian business setting to examine the effect of social media marketing on brand loyalty through customer satisfaction. Most prior research in this field has been conducted in Western countries.
This research aims to evaluate the effect of social media influencers on destination preference in the context of different generations. The data needed in the study was collected with a questionnaire form. The data were obtained from 137 followers over 18 who follow social media influencers. In the study, percentage, frequency, mean, and standard deviation values were used in the descriptive data analysis, correlation analysis was used in the relationship measurement tests, and regression analysis was used in the hypothesis tests. As a result of the analyses, it has been concluded that the perception levels towards social media influencers differ in the context of generations and that social media influencers are an essential determinant for destination preference. On the other hand, it has been concluded that the effect of social media influencers on destination preference differs in the context of X, Y, and Z generations.
Tourism is a great source of revenue for any country, and the media plays a critical role in promoting tourism in many ways, including information search, decision-making behaviors, and focusing on best practices for interacting with customers. Educational tourism is one of the fastest-growing sectors of travel and tourism, but it often goes overlooked by tourism professionals and marketers. The emergence of social media has caused a significant shift in marketing strategies. Individuals, corporations, Non-Governmental Organizations (NGOs), governments, and other organizations can use social media to view, produce, and share information, ideas, career interests, and other forms of expression in digital communities and networks. According to research, social media plays a vital role in promoting educational tourism, which improves and enhances a country's economic, social, political, and cultural life. This study proposes that, for destination visits, the variables of customer perceived value should be examined using the social networking approach.
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Experiences constitute the essence of the tourism industry. While the literature has recognized the recent impact of technology on experiences, its empirical exploration remains scarce. This study addresses the gap by empirically exploring five leading industry cases to generate a holistic understanding of technology-enhanced tourism experiences. The main contribution of this paper lies in the development of a nine-field experience typology matrix based on the increasing intensity of co-creation and technology implementation. The final contribu- tion of this study is the development of an experience hierarchy and discussing its relevance for experience enhancement in tourism research and practice.
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Through an empirical study among holiday travellers, residing in the Former Soviet Union Republics, this paper presents a comprehensive view of role and impact of social media on the whole holiday travel planning process: Before, during and after the trip, providing insights on usage levels, scope of use, level of influence and trust. Findings suggest that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between perceived level of influence from social media and changes made in holiday plans prior to final decisions. Moreover, it is revealed that user-generated content is perceived as more trustworthy when compared to official tourism websites, travel agents and mass media advertising.
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Experiences constitute the essence of the tourism industry. While the literature has recognized the recent impact of technology on experiences, its empirical exploration remains scarce. This study addresses the gap by empirically exploring five leading industry cases to generate a holistic understanding of technology-enhanced tourism experiences. The main contribution of this paper lies in the development of a nine-field experience typology matrix based on the increasing intensity of co-creation and technology implementation. The final contribution of this study is the development of an experience hierarchy and discussing its relevance for experience enhancement in tourism research and practice. Copyright © 2013 John Wiley & Sons, Ltd.
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Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. These influences are especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large-scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. This paper describes online interpersonal influence, or eWOM, as a potentially cost-effective means for marketing hospitality and tourism, and discusses some of the nascent technological and ethical issues facing marketers as they seek to harness emerging eWOM technologies.
Over the years, marketing has evolved through three stages that we call Marketing 1.0, 2.0, and 3.0. Many of today’s marketers still practice Marketing 1.0, some practice Marketing 2.0, and a few are moving into Marketing 3.0. To understand Marketing 3.0 better, let us examine the rise of three major forces that shape the business landscape toward Marketing 3.0: the age of participation, the age of globalization paradox, and the age of creative society. This chapter classifies social media in two broad categories. One is the expressive social media, and collaborative media. Collaborative marketing is the first building block of Marketing 3.0. The era of Marketing 3.0 is the era where marketing practices are very much influenced by changes in consumer behavior and attitude. It is the more sophisticated form of the consumer-centric era where the consumer demands more collaborative, cultural, and spiritual marketing approaches. Collaborative marketing; globalization; Social media; Spiritual marketing
This is a textbook that has a copyright from McGraw-Hill. You can purchase it online at or other sites. Thank you for your interest. Valarie Zeithaml
Media is in the midst of a digital revolution that frees news, information and advertising from the technological limits of print and broadcast infrastructures. The digitization and networking of information transform marketing communications into a vastly different set of practices for connecting consumers and brands. This paper overviews the transformation in media and describes the implications for integrated marketing communications (IMC) practice and scholarship.Digital media brings about infinite reproduction of content, consumer networking, user-generated content and an expansion of media from news and entertainment to almost any technology that has a digital interface with people. The role of media in marketing communications practices shifts from the execution of message strategies into an extension of consumer understanding. Media planning, the practice of allocating a media budget across a set of vehicles, will be replaced by a dynamic, automated process that serves ads based on information streams of consumer intentions and actions. Several of the core principles of IMC – consumer insight, data-driven decision making, cross-media integration and communications with multiple stakeholders – represent an improved framework for managing communications in a digital world.
Conference Paper
Travel 2.0 applications are becoming increasingly important. Accordingly to recent research, they exert great influence in generating the idea of travelling, on the actual planning process, and during the post-travel phase. Online applications can also sometimes induce tourists to alter their decisions after obtaining further information. Recently researchers have started to analyse the credibility and trustworthiness that tourists confer upon different Travel 2.0 applications, contributing, in this way, to clarify the extent to which they affect tourists’ attitudes and purchasing decisions. Even so, little is still known on this topic. In order to fill this gap, an online survey was conducted on a sample of Italian tourists to investigate the level of trustworthiness they feel towards different types of Travel 2.0 applications, as well as whether these applications exert different influences over the way tourists respond to company images and make their choices.