Marianna Sigala and Ulrike Gretzel (eds.): Advances in social media for travel, tourism and hospitality: new perspectives, practice and cases”
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In the past decade, social media has tremendously changed the way travelers plan, consume, and evaluate their travel and hospitality experience. Thus, it is imperative for travel and hospitality firms to keep up with the latest trends and developments in social media practices within the travel and hospitality context. Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases provides a most up-to-date observation of the roles of social media in the tourism and hospitality industry. From a management and marketing perspective, the book covers four areas which are essential for readers to better understand the impacts as well as the best practices of social media to attract and maintain consumers: (1) the role of social media in the co-creation of tourism experience; (2) social media application in tourism/hospitality marketing; (3) the influence of social media on travelers’ behavior; and (4) social media analytics and big data.