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Social Media Impacts on Travelers

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Social Media Marketing in Tourism and Hospitality

Abstract

This chapter examines the impact social media can have on travelers’ behavior, through the integration of decision-making studies and travel planning theories. Influences of social media are analyzed for each step of the travel planning process: before leaving (pre-trip), during the stay (during-trip), and after having come back home (post-trip). The second part of the chapter focuses on travel experience sharing activity. In particular, reasons for sharing, dimensions of co-creation, and main mediators of travel experience are examined. Finally, demographics and various roles of social media users (lurkers, posters, and shoppers) are discussed.

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Notes

  1. 1.

    Scholars have different perspectives on defining the temporal nature of tourism experiences. Killion (1992) presents the travel experience as a circular model adapting the “linear” recreation experience model of Clawson (1963) composed by the following phases: “planning”, “travel to”, “on-site activities”, “return travel”, and “recollection”. For further insights see Jennings (2006).

  2. 2.

    Online consumer-generated (inbound) and firm-generated (outbound) communication flows are studied by Gallaugher and Ransbotham (2010) and Noone et al. (2011). Gallaugher and Ransbotham (2010) identify a “Firm and customer communication path with social media” where inbound information flow is the “magnet” to draw firm-customer dialog while outbound information flow is the “megaphone” that the firm can use to share its message by means of social media.

  3. 3.

    The example of TripAdvisor popularity index is reported in Sect. 2.7.1.

  4. 4.

    Normann (1984) defines “moments of truth” the interactions between the consumers and the company staff because they are moments in which the staff can really demonstrate the service quality. The topic of Service Encounters is studied also by Bitner et al. (1990).

  5. 5.

    For a literature review of the tourist experience see Morgan et al. (2010). See also Volo (2009).

  6. 6.

    Prahalad and Ramaswamy (2004) define co-creation as the “practice of developing systems, products or services through collaboration with customers, managers, employees, and other company’s stakeholders” (cited by Ramaswamy and Gouillart 2010).

  7. 7.

    This new approach is the basis of some academic streams of research: co-creation (Prahalad and Ramaswamy 2004) and service-dominant logic (Vargo and Lusch 2004).

  8. 8.

    Image content is used 37 % of the time during the travel decision process, which is more than twice as much as videos, at only 18 % (comScore 2013).

  9. 9.

    Recently TripAdvisor allowed hotels that have a TripAdvisor corporate page to add business listings (address, e-mail, telephone number) and through TripConnect the rate of the hotel can be displayed in the section “show prices”. These new services can help hotel companies to increase direct bookings. For more information see https://www.tripadvisor.com/TripConnect.

  10. 10.

    The direct relationship with travelers, and therefore the opportunity to book directly starting the process from a social media, is a great opportunity for companies because decreases the amount of commission to be paid to OTAs and other costs of distribution (Noone and Andrews 2000).

  11. 11.

    Kayak, being a meta-search site, will compare the fares of different airlines and OTAs.

  12. 12.

    WorldNomads.com is a travel insurance company launched in 2002 that provides services for independent travelers (http://www.worldnomads.com/).

  13. 13.

    Even if the percentage changes slightly according to the kind of customer behavior considered, this information is generally the most searched during the trip.

  14. 14.

    On Foursquare if you check-in in the same place/company you become frequent user and obtain also more points/badges that certify which kind of traveler you are.

  15. 15.

    The study was conducted on a sample of Scandinavian travelers coming back from Mallorca.

  16. 16.

    We have also to consider that not all the people use new technologies or have a smartphone (for example elder people). Therefore, travelers could desire to send to or to take home a picture for the grandparents.

  17. 17.

    The TripAdvisor case has been described in Sect. 2.7.1.

  18. 18.

    For further insights see http://www.storynet.org/resources/whatisstorytelling.html. Accessed April 2014.

  19. 19.

    The practice of telling a story combining narrative, images, music, voice, supported by means of digital media is defined Digital storytelling (Lambert 2013).

  20. 20.

    Brewer (1986) defines autobiographical memory as “the subset of human memory related to the self… organized in terms of frequency of experience, and imaginal properties of the representation…”.

  21. 21.

    The study of Klastrup (2007) shows an increasing trend of creating stories around available content (e.g., photos, videos, etc.) rather than around “real” experience.

  22. 22.

    Other scholars describe the same concept with other names. Among others we find for example cross media storytelling (Bechmann Petersen 2006).

  23. 23.

    Hennig-Thurau et al. (2004) developed their analysis started from the dimensions identified by Balasubramanian and Mahajan (2001) and added homeostasis utility.

  24. 24.

    Parra-Lòpez et al. (2012) identify three motivations to use social media: functional, social and hedonic benefits.

  25. 25.

    This period is called by Lee et al. (2006) “zone of lurking” that is, the transition between willing to login and being able to post.

  26. 26.

    A Forrester report (Band and Petouhoff 2010) proposes a classification of posters in: creators, critics and collectors. Creators upload video/audio, publish content, post stories, etc. Critics post ratings and reviews, comment on blogs, contribute to articles on wikis, etc. Collectors are less active: they use RSS feed, add tags to web pages or photos, etc. Other levels of the so-called “The Social Technographics® Ladder” are: joiners, spectators, inactives.

  27. 27.

    The following Sect. 3.5.3 will examine the different users’ profiles according to the most popular social media.

  28. 28.

    Generally, the term social shopping or social commerce is used to describe a new way of commerce mediated by social media that benefits both consumers and firms (Curty and Zhang 2011). It deals with a combination of social media and commercial activities that allows consumers to make decisions interacting with other customers and with firms by means of various social media (Liang et al. 2011; Yadav et al. 2013).

  29. 29.

    The study of Vision Critical (2013) found that sometimes Pinterest users create boards specifically for a purchase decision.

  30. 30.

    The concept “reverse showrooming” is the opposite of the so-called “showrooming” defined by Sevitt and Samuel (2013) as “a phenomenon whereby shoppers visit stores to examine merchandise in person before buying the items online—is viewed as a huge threat to brick-and-mortar retailing”. The study was conducted on nearly 3,000 social media users in North America and the UK.

  31. 31.

    The survey “Il Futuro del Commercio” (2013) was commissioned by eBay to NetComm, Human Highway, Politecnico di Milano.

  32. 32.

    The study conducted by PewResearchCenter (2013) was referred to a subset of social media and did not include other media like Youtube and Google+.

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  1. Department of Law, Economics and Cultures, University of Insubria, Como, Italy

    Roberta Minazzi

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  1. Roberta Minazzi
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Minazzi, R. (2015). Social Media Impacts on Travelers. In: Social Media Marketing in Tourism and Hospitality. Springer, Cham. https://doi.org/10.1007/978-3-319-05182-6_3

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