Social Media Marketing in Tourism and Hosp...

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Sprache: Englisch

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Beschreibung

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

Zusammenfassung

Examines the impact of social media on consumer behavior and company strategies

Provides a literature review on social media research in tourism

Analyses social media metrics for the tourism sector

Follows an approach that combines theory and practice

Includes supplementary material: [...]

Inhaltsverzeichnis

¿1 Information and Communication Technologies (ICTs) in tourism: concepts and developments.- 2 The digitization of word-of-mouth.- 3 Social media impacts on travelers.- 4 Social media impacts on travel suppliers: social media marketing.- 5 Mobile social media marketing in tourism.- 6 Social media metrics and analysis.

Details

Erscheinungsjahr:	2014
Fachbereich:	Management
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Seiten:	184
Inhalt:	xix 163 S. 14 s/w Illustr. 163 p. 14 illus.
ISBN-13:	9783319051819
ISBN-10:	3319051814
Sprache:	Englisch
Herstellernummer:	86360921
Ausstattung / Beilage:	HC runder Rücken kaschiert
Einband:	Gebunden
Autor:	Minazzi, Roberta
Auflage:	2015
Hersteller:	Springer International Publishing
Maße:	241 x 160 x 16 mm
Von/Mit:	Roberta Minazzi
Erscheinungsdatum:	11.11.2014
Gewicht:	0,448 kg

preigu-id: 105442213