Social Media Approaches and Communication Strategies in Tourism
Social media and mobile devices have changed how tourists’ experiences are created and the ways travelers and companies interact. Increasingly, multichannel and multimedia systems characterize the relationship between customers and companies. Travel compa
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Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . From Information to Engagement: A Paradigm Shift in Online Communication . . . . . . . . . . . Online Relationship Marketing (ORM) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Travel and Tourism Companies’ Social Media Approaches . . . . . . . . . . . . . . . . . . . . . . . . . . Social Media Customer Care (SMCC) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Improving Travelers’ Engagement Through Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . A Fully Integrated Approach: Social CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Barriers That Limit the Adoption of Social Media in Travel and Tourism Companies . . . . . Implications for Improving Social Media Marketing in Tourism . . . . . . . . . . . . . . . . . . . . . . Conclusion and Future Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Abstract Social media and mobile devices have changed how tourists’ experiences are created and the ways travelers and companies interact. Increasingly, multichannel and multimedia systems characterize the relationship between customers and companies. Travel companies face a more competitive environment, now influenced by new online actors, and they must improve their communication strategies to satisfy an increasingly demanding traveler who is more oriented to conversations than to simple interactions. Social media has contributed to a paradigm shift: from one-way communication to three-way communication. Companies employ different methods when attempting to optimize social media use and communicate with current and potential consumers. Various approaches
R. Minazzi () Department of Law, Economics and Cultures, University of Insubria, Como, Italy e-mail: [email protected] © Springer Nature Switzerland AG 2021 Z. Xiang et al. (eds.), Handbook of e-Tourism, https://doi.org/10.1007/978-3-030-05324-6_127-1
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could be identified: from simple methods that are disconnected from the corporate strategy to fully integrated approaches. By referring to mainstream literature, the chapter discusses and examines the approaches that travel and tourism companies may adopt with particular emphasis on utilizing fully integrated social media strategies which aim to learn from consumers and create customer engagement.
Keywords Social media · Customer engagement · Social CRM · Social media marketing · Tourism · Hospitality
Introduction Due to the dramatic progressions of inform
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