Social media marketing in tourism and hospitality

摘要

The social media are transforming both the tourism demand and supply. Tourists are empowered and become co-marketers and co-creators of tourism experiences, while tourism firms are empowered with more holistic and real time customer insight to personalise and localise their interactions with customers and increase the effectiveness of their marketing strategies. However, despite the tremendous impact of social media on tourism marketing, there are few textbooks analysing the ways tourism firms can exploit these technological advances for marketing purposes. It is the aim of this book to address this gap and provide a useful textbook to the tourism academia. The book consolidates numerous research studies to support its arguments, and so, it provides a rich theoretical foundation of its paradigms. The book also discusses several short and extended case studies providing good practical implications and actions that tourism firms can adopt. The book includes eight chapters that follow a logical sequence and rational; i.e. the book first explains what are the social media and their functionality and impact on tourism demand, how companies can exploit this functionality and address customer changes by implementing various marketing practices, and finally, how companies can measure the results of their actions. Every chapter provides a critical review of the related literature, empirical findings and several mini or extended case studies, and related bibliography. The book is reader-friendly which is demonstrated in its writing style and language.