Skip to main content
SpringerLink
Log in
Book cover

Social Media Marketing in Tourism and Hospitality pp 77–126Cite as

Social Media Impacts on Travel Suppliers: Social Media Marketing

  • Chapter
  • First Online:

Abstract

In the light of social media impacts on travelers’ behavior earlier analyzed in Chap. 3, this section highlights the effects on travel suppliers. In particular, traditional ways to create customer relationships need to be integrated with new eCRM practices and communication policies. Travel companies able to engage customers and prospects by means of social media can increase word-of-mouth, enhance their web reputation, and eventually influence purchase behaviors. Some examples are provided and discussed.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   99.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD   129.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Notes

  1. 1.

    A specific automatic system, called switch, links various GDSs and the CRS of a hotel chain or an airline. The switch transfers data (prices and availabilities) from CRSs to GDSs and vice versa and operates as a translator and transaction processor (Kotler et al. 2010; Mauri 2012). Main GDS are: Amadeus, Sabre, Galileo and Worldspan (the last two owned by Travelport).

  2. 2.

    A focus on specific features and different business models of Flash sales will be presented in Sect. 4.1.2.

  3. 3.

    Personal clouds allow users to collect and integrate information in a centralized virtual place and to access to them anyway and anytime from many devices (laptop, tablet, smartphone). With the development of the “Internet of things” the number of devices increases (i.e., automobiles).

  4. 4.

    This topic will be examined more in-depth in Chap. 5.

  5. 5.

    This result is confirmed also in other sectors. A recent study of PwC (2013) found that more than a third of U.S. consumers buy products directly from producers.

  6. 6.

    The role of hotel photos taken by customers is enhanced by social media like Instagram.

  7. 7.

    Even though TripAdvisor is a travel review website that does not allow the transaction, tourism companies that want to invest in marketing services have to pay a fee in order to improve their visibility and therefore travelers’ opportunities to be directed to their websites. For further insights see Chap. 3 and https://www.tripadvisor.com/TripConnect.

  8. 8.

    Expedia Inc. revenue in 2013 was 4.8 billion dollars for more than 146 million room nights sold (gross bookings $ 39.4 billions). The first quarter 2014 presents a growth of revenues (19 %), gross bookings (29 %), and room nights (24 %). For more information see the Annual Report 2013 and the corporate website (www.expediainc.com). Retrieved April 2014.

  9. 9.

    The Priceline Group brand portfolio is composed by five brands: Priceline.com, Booking.com, agoda.com, Kayak, and Rentalcars.com. See http://ir.pricelinegroup.com/.

  10. 10.

    The rate of the free night is the average rate spent in the 10 previous paid nights. For more details see http://uk.hotels.com/customer_care/pillar/welcomerewards.html.

  11. 11.

    eDigitalResearch is a company that provides assessment of the web experience in travel planning from a customer perspective and step by step. The following customer journey stages are anlyzed: first impression, initial research, search, search result, booking process, and customer contact. For further insights see http://www.edigitalresearch.com.

  12. 12.

    The partnership between Groupon and Expedia for “Getaways” daily deals in North America was downgraded during the first months of 2014.

  13. 13.

    The travel flash sales brand SniqueAway owned by Tripadvisor has been turned into Jetsetter after its acquisition in 2013.

  14. 14.

    Sometimes customers can display the deals even without a real subscription but only indicating the e-mail to receive the newsletter.

  15. 15.

    Byers et al. (2012) classify deals in the following categories: arts and entertainment, automotive, beauty and Spas, education, food and drink, health and fitness, home services, nightlife, professional services, restaurants, shopping and travel.

  16. 16.

    At the same time the friend, new member, will receive 25 dollars.

  17. 17.

    Some examples have already been examined in the previous section (Hotels.com).

  18. 18.

    The topic of dynamic pricing will be examined in Sect. 4.7.

  19. 19.

    The evolution of relationship marketing will be examined in Sect. 4.3.1.

  20. 20.

    For more details see next sections.

  21. 21.

    The topic of social media metrics will be discussed in Chap. 6.

  22. 22.

    For further insights about services marketing see Grönroos (1994), Palmer (1998), Lovelock and Wright (1999), Bateson and Hoffmann (2010), Eiglier and Langeard (2000), and Zeithaml et al. (2012).

  23. 23.

    Invernizzi et al. (2011) conducted a review of literature of main academic studies on the topic: Web 2.0 technologies in communication and public relations. According to the authors the adoption of a network-based perspective can help organizations to comprehend the complexity of interrelations between stakeholders in a socially mediated environment.

  24. 24.

    American Marketing Association keeps updated the definition of marketing. The most recent evolution is the change from 2004 to 2007:

    • AMA Marketing definition (2004) “marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders;

    • AMA marketing definition (2007), “marketing is the activity, set of institutions, and processes for creating, communication delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

    For an in-depth comparison of 2004 and 2007 marketing definitions, see Dann and Dann (2007).

  25. 25.

    Gummesson (1999) identifies two kind of relationships: relationships to public authorities, the media, and other entities in society that exert influence on market behavior (mega relationships) and internal relationships in a company (nano relationships).

  26. 26.

    For a detailed review of relationship marketing definitions see Gummesson (2002).

  27. 27.

    According to Moretti and Tuan (2013) Social media marketing is part of Relationship marketing and both have the strategic perspective of co-creation of value.

  28. 28.

    This topic will be examined in Chap. 6.

  29. 29.

    For a literature review on the relationship between CRM technology and organization performance consult Mohammed et al. 2014.

  30. 30.

    CRM strategies in the online environment are also called CRM 2.0, Social CRM or Electronic Customer Relationship Management (eCRM) (Gummesson 2006; Sigala and Christou 2006).

  31. 31.

    Concerning the last issue, Villanueva et al. (2008) and Trusov et al. (2009) found that customers acquired through electronic word-of-mouth (eWOM) add more long-term value to the firm than customers acquired through traditional marketing channels.

  32. 32.

    Romenti et al. (2011) identified two clusters: a design and technical cluster, which includes dimensions considered essential for the activation and development of dialogic relations (accessibility, ease of interface, usefulness of information and usefulness of service); and a dialogic cluster, which includes the dimensions that stimulate continuous dialogue and relationships (generation of return visits and dialogic loop).

  33. 33.

    We previously mentioned that Facebook could be a good starting point for companies that are facing the social media environment for the first time.

  34. 34.

    As defined in the present study in Chap. 1, corporate blogs are virtual communities that represent the intention and the desire of a company to interact and engage in a conversation with customers and employees. See Sect. 1.3.2.

  35. 35.

    Brand Communities have been defined as “a network of relations between providers and brand consumers who attach a certain value to engage in a relationship with both the provider and with the brand’s other consumers” (Wirtz et al. 2013).

  36. 36.

    See Chap. 2 for a literature reviews on the topic of electronic word-of-mouth.

  37. 37.

    For further insights on the topic of storytelling and motivations that move travelers to share their experience see Chap. 3.

  38. 38.

    According to Howe (2006) “crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the large network of potential laborers”. Surowiecki (2005) refers to this phenomenon with the term “the wisdom of crowds”.

  39. 39.

    The hotel brands were selected combining the rankings of the top ten European hotel groups (MKG Hospitality, 2012) and the world ranking of the top 50 hotel brands (Hotels Magazine 2012).

  40. 40.

    The content analysis is undertaken on the basis of a list of categories adapted to the case of the hotel business from a study of Hays et al. (2013) who analyzed the use of Facebook and Twitter by destination management organizations.

  41. 41.

    The same post could contain more than one item.

  42. 42.

    Main counting metrics published on the Facebook page are (Facebook 2013): “Like” is the number of unique people who like the Facebook Page; “Talking about this” is the number of unique people who have created a story about the Facebook Page. A user can create a “story” when likes a page, comments on, or shares the page post, answers a question the company have asked, responds to an event, mentions the Page, tags the Page in a photo and finally checks into or recommends the Place posted on the company Page.

  43. 43.

    According to Rosen (2009) buzz is “the aggregate of person-to-person communications about a particular product, service or company.”

  44. 44.

    The development of the Facebook graph search is increasingly transforming “likes” in recommendations. For further insights see Chap. 6.

  45. 45.

    In particular, a study of Bruni et al. (2012) found that multimedia content positively influence the volume and speed of retweeting.

  46. 46.

    For further insights about flash sales business model see Sect. 4.1.2.

  47. 47.

    The topic of social media monitoring and sentiment analysis will be examined in Chap. 6.

  48. 48.

    The analysis of WOM biased information is reported in Sect. 2.4.

  49. 49.

    In order to eliminate the possibility of bias, three scenarios were built around an unbranded hotel. The hotel reviews presented in the three scenarios were created by studying a few comments posted by customers on TripAdvisor following the rules of credibility presented in Chap. 2.

  50. 50.

    On Facebook the same mechanism is called Cost per Click (CPC).

  51. 51.

    The topic of social media metrics will be examined in Chap. 6.

  52. 52.

    The Tripadvisor year award certificate is an award given to companies that achieve a specific high rating. The rating depends on the average scores given by TripAdvisor users. It is generally exposed at the entrance and/or at the front desk as a seal of quality of the service provided.

  53. 53.

    Revenue management was initially adopted by airlines in the 1960s–1970s by using discounted fares with the objective to increase flight occupancy. This process accelerated with the Deregulation Act in 1978 that facilitated the entrance of low-cost carriers and consequently increased competition. Later revenue management practices was adopted by the lodging industry and other companies of the services industry such as restaurants, car rentals, cruises, casinos, etc. (Anderson and Xie 2010).

  54. 54.

    For a comparison of the various definitions of revenue management consult Mauri (2012) who studied in-depth the topic in the hospitality industry.

  55. 55.

    The topic of unstructured social media data will be examined in Chap. 6.

  56. 56.

    For a classification of rate fences in the hotel industry consult Lovelock and Wirtz (2004), Wirtz and Kimes (2007), Mauri and Soone (2009), Zhang (2011), Mauri (2012).

  57. 57.

    A transaction can differ for many reasons. For example timing, service features, quantity, purchase method, etc. (Mauri 2012).

  58. 58.

    This is a popular statement used to define revenue management by several authors in their publications (Mauri 2012). The origin of this phrase comes from the revenue management definition proposed by American Airlines in 1987 “selling the right seats to the right customers at the right time” (Weatherford and Bodily 1992), that was then modified adding “and at the right price” (Ng 2007).

References

  • Anderson CK, Xie X (2010) improving hospitality industry sales. twenty-five years of revenue management. Cornell Hosp Q 51(1):53–67

    Google Scholar 

  • Arnott DC, Bridgewater S (2002) Internet, interaction and implications for marketing. Mark Intell Plan 20(2):86–95

    Google Scholar 

  • Aslanzadeh M, Keating BW (2014) Inter-channel effects in multichannel travel services moderating role of social presence and need for human interaction. Cornell Hosp Q. Published online before print May 28. doi: 10.1177/1938965514535974

  • Bai B, Hu C, Jang S (2006) Examining e-relationship marketing features on hotel websites. J Travel & Tour Mark 21(2/3):33–48

    Google Scholar 

  • Bart Y, Shankar V, Sultan F, Urban GL (2005) Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. J Mark 69:133–152

    Google Scholar 

  • Bauer HH, Grether M, Leach M (2002) Building customer relations over the Internet. Ind Mark Manag 31:155–163

    Google Scholar 

  • Berger J, Iyengar R (2013) Communication channels and word of mouth: how the medium shapes the message. J Consum Res 40(3):567–579

    Google Scholar 

  • Berger J, Milkman KL (2012) What makes online content viral? J Mark Res 49(2):192–205

    Google Scholar 

  • Berger J, Schwartz EM (2011) What drives immediate and ongoing word of mouth? J Mark Res 48(5):869–880

    Google Scholar 

  • Berry LL (1995) Relationship marketing of services-growing interest, emerging perspectives. J Acad Mark Sci 23(4):236–245

    Google Scholar 

  • Brabham DC (2008) Crowdsourcing as a model for problem solving an introduction and cases. Convergence: Int J Res New Media Technol 14(1):75–90

    Google Scholar 

  • Brodie RJ, Hollebeek LD, Jurić B, Ilić A (2011) Customer engagement conceptual domain, fundamental propositions, and implications for research. J Serv Res 14(3):252–271

    Google Scholar 

  • Bruni L, Francalanci C, Giacomazzi P (2012) The role of multimedia content in determining the virality of social media information. Information 3:278–289

    Google Scholar 

  • Buhalis D, Foerste MK (2013) SoCoMo marketing for travel and tourism. In: Information and communication technologies in tourism 2014. Springer International Publishing, pp 175–185

    Google Scholar 

  • Burgess S, Sellitto C, Cox C, Buultjens J (2014) Strategies for adopting consumer-generated media in small-sized to medium-sized tourism enterprises. Int J Tour Res. Article first published online: 12 May 2014. doi: 10.1002/jtr.2008

  • Buttle F (1998) Word of mouth: understanding and managing referral marketing. J Strateg Mark 6(3):241–254

    Google Scholar 

  • Byers JW, Mitzenmacher M, Zervas G (2012) Daily deals: prediction, social diffusion, and reputational ramifications. In: Proceedings of the fifth ACM international conference on Web search and data mining ACM, pp 543–552

    Google Scholar 

  • Caroli M, Pratesi CA (2011) Investimenti in Comunicazione beyond the line. Available via: http://www.assorel.it/relazioni-pubbliche/beyond-the-line-indagine-investimenti-comunicazione-0001516.html. Accessed Jan 2012

  • Carroll B, Siguaw J (2003) The evolution of electronic distribution: effects on hotels and intermediaries. Cornell Hotel Restaur Adm Q 44(4):38–50

    Google Scholar 

  • Chen Y, Xie J (2005) Third-party product review and firm marketing strategy. Mark Sci 24(2):218–240

    Google Scholar 

  • Chen Y, Xie J (2008) Online consumer review: word-of-mouth as a new element of marketing communication mix. Manag Sci 54(3):477–491

    Google Scholar 

  • Christodoulidou N, Connolly DJ, Brewer P (2010) An examination of the transactional relationship between online travel agencies, travel meta sites, and suppliers. Int J Contemp Hosp Manag 22(7):1048–1062

    Google Scholar 

  • Christopher M, Payne A, Ballantyne D (1991) Relationship marketing. Heinemann, London

    Google Scholar 

  • Christou E, Nella A (2012) Web 2.0 and pricing transparency in hotel services. In: Sigala M, Christou E, Gretzel U (eds) Social media in travel, tourism and hospitality. Theory, practice and cases. Ashgate, Surrey

    Google Scholar 

  • Dann S, Dann S (2007) Competitive marketing strategy. Pearson, Sydney

    Google Scholar 

  • De Bruyn A, Lilien GL (2008) A multi-stage model of word-of-mouth influence through viral marketing. Int J Res Mark 25(3):151–163

    Google Scholar 

  • Delgadillo Y, Escalas JE (2004) Narrative word-of-mouth communication: exploring memory and attitude effects of consumer storytelling. Adv Consum Res 31(1):186–192

    Google Scholar 

  • Dellarocas C (2003) The digitization of word of mouth: promise and challenges of online feedback mechanisms. Manag Sci 49(10):1407–1424

    Google Scholar 

  • Dellarocas C (2006) Strategic manipulation of Internet opinion forums: implications for consumers and firms. Manag Sci 52(10):1577–1593

    Google Scholar 

  • Demirciftci T, Cobanoglu C, Beldona S, Cummings PR (2010) Room rate parity analysis across different hotel distribution channels in the U.S. J Hosp Mark & Manag 19(4):295–308

    Google Scholar 

  • Dev CS (2012) Hospitality branding. Cornell University Press, New York

    Google Scholar 

  • Dev CS, Falk LW, Stroock LM (2011) To groupon or not to groupon: a tour operator’s dilemma. Cornell Hospitality Report 11(19):4–18

    Google Scholar 

  • Dholakia UM (2010) How effective are groupon promotions for businesses? Available at SSRN: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1696327. Accessed December 2013

  • Dobele A, Lindgreen A, Beverland M, Vanhamme J, van Wijk R (2007) Why pass on viral messages? Because they connect emotionally. Bus Horiz 50(4):291–304

    Google Scholar 

  • Dye R (2000) The buzz on buzz. Harv Bus Rev November–December:139–146

    Google Scholar 

  • Edelman B, Ostrovsky M, Schwarz M (2005) Internet advertising and the generalized second price auction: selling billions of dollars worth of keywords. National Bureau of Economic Research, working paper w11765. Available via: http://www.nber.org/papers/w11765. Accessed Mar 2014

  • Edelman B, Jaffe S, Kominers SD (2011) To groupon or not to groupon: the profitability of deep discounts. Harv Bus Sch working paper 11-063:1–13

    Google Scholar 

  • Eiglier P, Langeard E (2000) Il marketing strategico nei servizi. McGraw-Hill, Milano

    Google Scholar 

  • Essawy M (2005) Exploring the presence and exploitation of e-relationship marketing by UK based multi-unit hotel brands. Inf Commun Technol Tourism 11:338–349

    Google Scholar 

  • Fontana A (2013) Manuale di Storytelling: raccontare con efficacia prodotti, marchi e identità d’impresa. Etas, Milano

    Google Scholar 

  • Fournier S, Lee L (2009) Getting brand communities right. Harvard Bus Rev 87(4):105–111

    Google Scholar 

  • Gan L, Sim CJ, Tan HL, Tan J (2006) Online relationship by Singapore hotel websites. J Travel & Tour Mark 20(3/4):1–19

    Google Scholar 

  • Garibaldi R, Peretta R (2011) Facebook in tourism. Destinazioni turistiche e social network. F Angeli, Milano

    Google Scholar 

  • Gilbert D, Powell-Perry J (2002) Exploring developments in web based relationship marketing within the hotel industry. J Hosp & Leis Mark 9(3/4):141–159

    Google Scholar 

  • Gil-Saura I, Ruiz-Molina ME, Berenguer-Contri G (2012) Information and communication technologies in tourism: a comparison for travel agents, hotels and restaurants. In: Goldsmith RE, Tsiotsou RH (eds) Strategic marketing in tourism services. Bingley, Emerald

    Google Scholar 

  • Grönroos C (1994) From marketing mix to relationship marketing towards a paradigm shift in marketing. Manag Decis 32(2):4–20

    Google Scholar 

  • Grönroos C (1997) Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing. Manag Decis 35(4):322–339

    Google Scholar 

  • Grönroos C (2000a) Creating a relationship dialogue: communication. Interaction and value. Mark Rev 1(1):5–14

    Google Scholar 

  • Grönroos C (2000b) Service management and marketing: a customer relationship management approach. Wiley, Chichester

    Google Scholar 

  • Gruen TW (1995) The outcome of relationship marketing in consumer markets. Int Bus Rev 4(4):69–447

    Google Scholar 

  • Gummesson E (1999) Total relationship marketing: experimenting with a synthesis of research frontiers. Aus Mark J (AMJ) 7(1):72–85

    Google Scholar 

  • Gummesson E (2002) Relationship marketing in the new economy. J Relat Mark 1(1):37–57

    Google Scholar 

  • Gummesson E (2006) Total relationship marketing, 3rd edn. Butterworth-Heinemann, London

    Google Scholar 

  • Gustafsson A, Johnson MD, Roos I (2005) The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. J Mark 69(4):210–218

    Google Scholar 

  • Hakansson H, Ford D (2002) How should companies interact in business networks? J Bus Res 55:133–139

    Google Scholar 

  • Harvard Business Review Analytics Services (2010) The new conversation: taking social media from talk to actions, Harv Bus Sch Publ. Available via: http://www.sas.com/reg/gen/corp/1207823-pr. Accessed Jan 2014

  • Hatch MJ, Schultz M (2010) Toward a theory of brand co-creation with implications for brand governance. J Brand Manag 17(8):590–604

    Google Scholar 

  • Hays S, Page SJ, Buhalis D (2013) Social media as a destination marketing tool: its use by national tourism organisations. Curr Issues Tour 16(3):211–239

    Google Scholar 

  • He H, Harris L (2014) Moral disengagement of hotel guest negative WOM: moral identity centrality, moral awareness, and anger. Ann Tour Res 45(1):132–151

    Google Scholar 

  • Hoffman K, Bateson J (2010) Services marketing: concepts, strategies, & cases. Cengage Learn, Mason

    Google Scholar 

  • Howe J (2006) The rise of crowdsourcing. Wired Mag 14(6):1–4

    Google Scholar 

  • IBM (2011) Institute for Business Value analysis, CRM Study, February. Available at: http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-social-crm-whitepaper.html

  • Invernizzi E, Romenti S, Murtarelli G (2011) Theoretical foundations of Web 2.0: state of the art and future research. Paper presented at the Euprera Annual Congress, 8–10 September 2011, Leeds, Great Britain

    Google Scholar 

  • Jansen BJ, Zhang M, Sobel K, Chowdury A (2009) Twitter power: tweets as electronic word of mouth. J Am Soc Inform Sci Technol 60(11):2169–2188

    Google Scholar 

  • Kimes SE (2011) The future of hotel revenue management. J Revenue Pricing Manag 10(1):62–72

    Google Scholar 

  • Kimes SE, Dholakia UM (2011) Customer response to restaurant daily deals. Available at SSRN: http://ssrn.com/abstract=1925932. Accessed Dec 2013

  • Kirby J, Marsden P (eds) (2006) Connected marketing: the viral, buzz and word of mouth revolution. Butterworth-Heinemann, Oxford

    Google Scholar 

  • Kotler P, Bowen J, Makens J (2010) Marketing for hospitality and tourism. Pearson, Boston

    Google Scholar 

  • Kozinets RV, De Valck K, Wojnicki AC, Wilner SJ (2010) Networked narratives: understanding word-of-mouth marketing in online communities. J Mark 74(2):71–89

    Google Scholar 

  • Kracht J, Wang Y (2010) Examining the tourism distribution channel: evolution and transformation. Int J Contemp Hosp Manag 22(5):736–757

    Google Scholar 

  • Kumar V, Aksoy L, Donkers B, Venkatesan R, Wiesel T, Tillmanns S (2010) Undervalued or overvalued customers: capturing total customer engagement value. J Serv Res 13(3):297–310

    Google Scholar 

  • Lagrosen S (2005) Effects of the Internet on the marketing communications of service companies. J Serv Mark 19(2):63–69

    Google Scholar 

  • Lagrosen S, Josefsson P (2011) Social media marketing as an entrepreneurial learning process. Int J Technol Mark 6(4):331–340

    Google Scholar 

  • Lagrosen S, Svansson G (2006) The history of marketing. In: Lagrosen S, Svansson G (eds) Marketing. Broadening the Horizons, Studentlitteratur

    Google Scholar 

  • Law R, Jogaratnam G (2005) A study of hotel information technology applications. Int J Contemp Hosp Manag 17(2):170–180

    Google Scholar 

  • Law R, Leung R, Buhalis D (2008) Information technology applications in hospitality and tourism: a review of publications from 2005 to 2007. J Travel Tour Mark 26(5):599–623

    Google Scholar 

  • Lee YL, Song S (2010) An empirical investigation of electronic word-of-mouth: informational motive and corporate response strategy. Comput Hum Behav 26(5):1073–1080

    Google Scholar 

  • Leung D, Lee HA, Law R (2011) Adopting Web 2.0 technologies on chain and independent hotel websites: a case study of hotels in Hong Kong. In: Law R, Fuchs M, Ricci F (eds) Information and communication technologies in tourism 2011, Springer-Wien, New York, pp 229–240

    Google Scholar 

  • Leung DH, Lee A, Law R (2012) Examining hotel managers’ acceptance of Web 2.0 in website development: a case study of Hotels in Hong Kong. In: Sigala M, Christou E, Gretzel U (eds) Social media in travel, tourism and hospitality. Theory, practice and cases. Ashgate, Surrey

    Google Scholar 

  • Levinson JC (1989) Guerrilla marketing attack. Houghton Mifflin Harcourt

    Google Scholar 

  • Litvin SW, Hoffman LM (2012) Responses to consumer-generated media in the hospitality marketplace An empirical study. J Vacat Mark 18(2):135–145

    Google Scholar 

  • Litvin SW, Goldsmith RE, Pan B (2008) Electronic word-of-mouth in hospitality and tourism management. Tour Manag 29(3):458–468

    Google Scholar 

  • Liu C, Arnett KP (2000) Exploring the factors associated with Web site success in the context of electronic commerce. Inf Manag 38(1):23–33

    Google Scholar 

  • Lovelock CH, Wirtz J (2004) Services Marketing. Prentice Hall, Englewood Cliffs

    Google Scholar 

  • Lovelock C, Wright L (1999) Principles of service marketing and management. Prentice-Hall, Upper Saddle River

    Google Scholar 

  • Maier TA (2012) International hotel revenue management: web-performance effectiveness modelling—research comparative. J Hosp Tour Technol 3(2):121–137

    Google Scholar 

  • Mangold WG, Faulds DJ (2009) Social media: the new hybrid element of the promotion mix. Bus Horiz 52(4):357–365

    Google Scholar 

  • Marcus AA, Goodman RS (1991) Victims and shareholders: the dilemmas of presenting corporate policy during a crisis. Acad Manag J 34(2):281–305

    Google Scholar 

  • Mauri AG (2002) Le prestazioni dell’impresa come comunicazione “di fatto” e il ruolo del passaparola. Sinergie 59:147–159

    Google Scholar 

  • Mauri AG (2007) Yield management and perceptions of fairness in the hotel business. Int Rev Econ 54(2):284–293

    Google Scholar 

  • Mauri AG (2012) Hotel revenue management. Principles and practices. Pearson, Milano

    Google Scholar 

  • Mauri AG (2014) Foreword: marketing and pricing in the digital environment. In: Viglia G (ed) Behavioral Pricing, Online marketing behavior, and analytics. Pelgrave Macmillan, New York

    Google Scholar 

  • Mauri AG, Minazzi R (2013) Web reviews influence on expectations and purchasing intentions of hotel potential customers. Int J Hosp Manag 34(5):99–107

    Google Scholar 

  • Mauri AG, Soone I (2009) Yield/Revenue management and perceptions of fairness in hotel business: empirical evidences. In: 12th international QMOD and Toulon-Verona conference on quality and service sciences (ICQSS), Verona, Italy

    Google Scholar 

  • McKinght DH, Choudhury V, Kacmar C (2002) The impact of initial consumer trust on intentions to transact with a web site: a trust building model. J Strateg Inform Syst 11:297–323

    Google Scholar 

  • Miceli GN, Ricotta F, Costabile M (2007) Customizing customization: a conceptual framework for interactive personalization. J Interact Mark 21(2):6–25

    Google Scholar 

  • Milano R, Baggio R, Piattelli R (2011) The effects of online social media on tourism websites. In: Information and communication technologies in tourism 2011, Springer, Vienna

    Google Scholar 

  • Minazzi R (2012) Social media and revenue management. In: Mauri AG(ed) Hotel revenue management. Principles and practices. Pearson, Milano

    Google Scholar 

  • Minazzi R, Lagrosen S (2013) Investigating social media marketing in the hospitality industry: Facebook and European hotels. In: Xiang Z, Tussyadiah I (eds) Information and communication technologies in tourism 2014. Springer International Publishing Switzerland, pp 145–157

    Google Scholar 

  • Mohammed AA, Rashid BB, Tahir SB (2014) Customer relationship management (CRM) Technology and organization performance: is marketing capability a missing link? an empirical study in the malaysian hotel industry. Asian Soc Sci 10(9):197–212

    Google Scholar 

  • Montgomery AL, Smith MD (2009) Prospects for personalization on the internet. J Interact Mark 23:130–137

    Google Scholar 

  • Moretti A, Tuan A (2013) Social media marketing and relationship marketing: revolution or evolution?A first step analysis. Sinergie J 93(1):115–137

    Google Scholar 

  • Morgan RM, Hunt SD (1994) The commitment – trust theory of relationship marketing. J Mark July 1994, 58:20–38

    Google Scholar 

  • Ng ICL (2007) Advance demand and a critical analysis of revenue management. Serv Ind J 27(5):525–548

    Google Scholar 

  • Nielsen (2012) State of the media: the social media report 2012. Available via: http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-report-2012.html. Accessed Aug 2013

  • Nielsen (2013) Paid social media advertising. Industry update and best practices 2013. Available via: http://www.nielsen.com/us/en/insights/reports/2013/the-paid-social-media-advertising-report-2013.html. Accessed August 2013

  • Nonnecke B, Preece J (2003) Silent participants: getting to know lurkers better. From usenet to CoWebs: 110–132. Springer, London

    Google Scholar 

  • Noone BM, McGuire KA, Rohlfs KV (2011) Social media meets hotel revenue management: opportunities, issues and unanswered questions. J Revenue Pricing Manag 10(4):293–305

    Google Scholar 

  • O’Connor P (2008) User-generated content and travel: a case study on Tripadvisor.com. In: O’Connor P, Hopken W, Gretzel U (eds) Information and communication technologies in tourism. Springer, Wien, pp 47–58

    Google Scholar 

  • O’Connor P (2010) Managing a hotel’s image on TripAdvisor. J Hosp Mark & Manag 19(7):754–772

    Google Scholar 

  • Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decision. J Mark Res 17(4):460–469

    Google Scholar 

  • Oliver RL (1993) A conceptual model of service quality and service satisfaction: compatible goals, different concepts. In: Swartz TA, Bowen DE, Brown SW (eds) Advances in services marketing and management: research and practice. JAI Press, Greenwich

    Google Scholar 

  • Palmer A (1998) Principles of services marketing. McGraw-Hill, London

    Google Scholar 

  • Pan B, MacLaurin T, Crotts JC (2007) Travel blogs and the implications for destination marketing. J Travel Res 46(1):35–45

    Google Scholar 

  • Paraskevas A, Katsogridakis I, Law R, Buhalis D (2011) Search engine marketing: transforming search engines into hotel distribution channels. Cornell Hosp Q 52(2):200–208

    Google Scholar 

  • Park SY, Allen JP (2013) Responding to online reviews problem solving and engagement in hotels. Cornell Hosp Q 54(1):64–73

    Google Scholar 

  • Park JY, Chung CW (2012) When daily deal services meet Twitter: understanding twitter as a daily deal marketing platform. WebSci 2012, Evanston

    Google Scholar 

  • Parvatiyar A, Sheth JN (2001) Conceptual framework of customer relationship management. In: Sheth JN, Parvatiyar A, Shainesh G (eds) Customer relationship management-emerging concepts, tools and applications. Tata/McGraw-Hill, New Delhi

    Google Scholar 

  • Payne A, Frow P (2005) A strategic framework for customer relation-ship management. J Mark 69(4):167–176

    Google Scholar 

  • Phelps JE, Lewis R, Mobilio L, Perry D, Raman N (2004) Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. J Advert Res 44(04):333–348

    Google Scholar 

  • PhoCusWright (2012) Travel innovation & technology trends: 2012 & Beyond—special report for world travel market. Available via: http://www.phocuswright.com/free_reports/travel-innovation-technology-trends-2012-beyond-special-report-for-world-travel-market. Accessed Mar 2013

  • PhoCusWright (2013) Travel innovation & technology trends: 2013 & Beyond—special report for world travel market. Available via: http://www.phocuswright.com/free_reports/travel-innovation-technology-trends-2012-beyond-special-report-for-world-travel-market. Accessed Mar 2014

  • Piccoli G, Dev CS (2012) Emerging marketing channels in hospitality: a global study of internet-enabled flash sales and private sales. Cornell Hosp Rep 12(5):4–18

    Google Scholar 

  • Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18:5–14

    Google Scholar 

  • Prunesti A (2013) Social media e comunicazione di marketing: presidiare la rete, costruire relazioni e acquisire clienti con gli strumenti del web 2.0. Angeli, Milano

    Google Scholar 

  • Ramaswamy V (2009) Leading the transformation to co-creation of value. Strategy & Leadersh 37(2):32–37

    Google Scholar 

  • Romenti S, Minazzi R, Murtarelli G (2011) Online relationships and dialogue orientation in the Italian hospitality industry, Paper presented at the 14th Toulon-Verona Conference “Organizational Excellence in Services”, University of Alicante - University of Oviedo (Spain), September 2011

    Google Scholar 

  • Rosen E (2000) The anatomy of buzz: how to create word-of-mouth marketing. Doubleday, New York

    Google Scholar 

  • Rosen E (2009) The anatomy of buzz revisited: real-life lessons in word-of-mouth marketing. Random House LLC

    Google Scholar 

  • Ryals L, Payne AFT (2001) Customer relationship management in financial services: towards information-enabled relationship marketing. J Strateg Mark 9(1):1–25

    Google Scholar 

  • Sanchez-Franco MJ (2009) The moderating effects of involvement on the relationships between satisfaction, trust and commitment in e-Banking. J Interact Mark 23:247–258

    Google Scholar 

  • Sashi CM (2012) Customer engagement, buyer-seller relationships, and social media. Manag Decis 50(2):253–272

    Google Scholar 

  • Sassoon J (2012) Storie virali: come creare racconti di marca capaci di diffondersi in modo esplosivo nel web. Milano, Lupetti

    Google Scholar 

  • Scaglione M, Schegg R, Steiner T, Murphy J (2005) Investigating domain name diffusion across Swiss accommodation enterprises. In: Frew AJ (ed) Information and communication technologies in tourism. Springer, Vienna and New York

    Google Scholar 

  • Schegg R, Steiner T, Frey S, Murphy J (2002) Benchmarks of web design and marketing by Swiss hotels. Inf Technol & Tour 5:73–89

    Google Scholar 

  • Sernovitz A (2006) Word of mouth marketing in five easy steps. Available at: http://www.marketingprofs.com/6/sernovitz1.asp. Accessed April 2013

  • Sheth JN, Parvatiyar A (2002) Evolving relationship marketing into a discipline. J Relat Mark 1(1):3–16

    Google Scholar 

  • Sigala M (2001) Modeling e-marketing strategies: internet presence and exploitation of greek hotels. J Travel & Tour Manag 11(2/3):83–103

    Google Scholar 

  • Sigala M (2005) Integrating customer relationship management in hotel operations: managerial and operational implications. Hosp Manag 24(3):391–413

    Google Scholar 

  • Sigala M, Christou E (2006) Investigating the impact of e-customer relationship management on hotels’ website service quality. ECIS 2006 Proceedings. Available at: http://aisel.aisnet.org/ecis2006/118/. Accessed April 2013

  • Sigala M, Christou E, Gretzel U (2012) Social media in travel, tourism and hospitality: theory, practice and cases. Ashgate, Surrey

    Google Scholar 

  • Silverman G (2011) Secrets of word-of-mouth marketing: how to trigger exponential sales through runaway word of mouth. AMACOM Div American Mgmt Assn

    Google Scholar 

  • So KKF, King C, Sparks B (2012) Customer engagement with tourism brands: scale development and validation. J Hosp & Tour Res, Published online before print. doi: 10.1177/1096348012451456

  • Stern B (1994) A revised model for advertising: multiple dimensions of the source, the message, and the recipient. J Advert 23(2):5–16

    Google Scholar 

  • Surowiecki, J. (2005). The wisdom of crowds. Random House LLC

    Google Scholar 

  • Thakran K, Verma R (2013) The emergence of hybrid online distribution channels in travel, tourism and hospitality. Cornell Hosp Q 54(3):240–247

    Google Scholar 

  • Toh RS, Raven P, DeKay F (2011) Selling rooms: hotels vs third-party websites. Cornell Hosp Q 52(2):181–189

    Google Scholar 

  • Travel weekly (2012) Consumer trends 2012. Available via: http://travelweekly.texterity.com/travelweekly/20120730#pg23. Accessed Mar 2013

  • Trusov M, Bucklin RE, Pauwels K (2009) Effects of word-of-mouth versus traditional marketing: findings from an Internet social networking site. J Mark 73:1547–7185 (electronic)

    Google Scholar 

  • Tussyadiah IP, Fesenmaier DR (2009) Mediating tourist experiences: access to places via shared videos. Ann Tour Res 36(1):24–40

    Google Scholar 

  • Tuten TL (2008) Advertising 2.0: social media marketing in a web 2.0 world. Greenwood Publishing Group. Westport

    Google Scholar 

  • Urban GL, Amyx C, Lorenzon A (2009) Online trust: state of the art, New Frontiers, and research potential. J Interact Mark 23:179–190

    Google Scholar 

  • van der Lans R, van Bruggen G, Eliashberg J, Wierenga B (2010) A viral branching model for predicting the spread of electronic word of mouth. Mark Sci 29(2):348–365

    Google Scholar 

  • Van Doorn J, Lemon KN, Mittal V, Nass S, Pick D, Pirner P, Verhoef PC (2010) Customer engagement behavior: theoretical foundations and research directions. J Serv Res 13(3):253–266

    Google Scholar 

  • Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17

    Google Scholar 

  • Varini K, Sirsi P (2012) Social media and revenue management; where should the two meet? J Technol Manag Grow Econ 3(1):33–46

    Google Scholar 

  • Venkateshwara Rao B, Smith BC (2006) Decision support in online travel retailing. J Revenue Pricing Manag 5(1):72–80

    Google Scholar 

  • Villanueva J, Yoo S, Hanssens DM (2008) The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth. J Mark 45(1):48–59

    Google Scholar 

  • Vision Critical (2013) From social to sale. Available via: http://www.visioncritical.com/social2sale Accessed Dec 2013

  • Wang Y, Qualls W (2007) Towards a theoretical model of technology adoption in hospitality organizations. Int J Hosp Manag 26(3):560–573

    Google Scholar 

  • Weatherford LR, Bodily SE (1992) A taxonomy and research overview of perishable-asset revenue management: yield management, overbooking, and pricing. Oper Res 40(5):44–831

    Google Scholar 

  • Wei W, Miao L, Huang ZJ (2013) Customer engagement behaviors and hotel responses. Int J Hosp Manag 33:316–330

    Google Scholar 

  • Wirtz J, Kimes SE (2007) The moderating role of familiarity in fairness perceptions of revenue management pricing. J Serv Res 9(3):229–240

    Google Scholar 

  • Wirtz J, den Ambtman A, Bloemer J, Horváth C, Ramaseshan B, van de Klundert J, Canli ZG, Kandampully J (2013) Managing brands and customer engagement in online brand communities. J Serv Manag 24(3):223–244

    Google Scholar 

  • Xia L, Monroe KB, Cox JL (2004) The price is unfair! a conceptual framework of price fairness perceptions. J Mark 68(4):1–15

    Google Scholar 

  • Xiang Z, Gretzel U (2010) Role of social media in online travel information search. Tour Manag 31:179–188

    Google Scholar 

  • Xie HJ, Miao L, Kuo PJ, Lee BY (2011) Consumers’ responses to ambivalent online hotel reviews: the role of perceived source credibility and pre-decisional disposition. Int J Hosp Manag 30:178–183

    Google Scholar 

  • Ye Q, Gu B, Chen W, Law R (2008) Measuring the value of managerial responses to online reviews—a natural experiment of two online travel agencies. Paper presented at ICIS. Available via: http://aisel.aisnet.org/icis2008/115

  • Ye Q, Gu B, Chen W (2010) Measuring the influence of managerial responses on subsequent online customer reviews–a natural experiment of two online travel agencies. Available at: SSRN: http://ssrn.com/abstract=1639683 or http://dx.doi.org/10.2139/ssrn.1639683

  • Ye Q, Law R, Gu B, Chen W (2011) The influence of user-generated content on traveler behavior: an empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Comput Hum Behav 27(2):634–639

    Google Scholar 

  • Zeithaml VA, Parasuraman A, Berry LL (1985) Problems and strategies in services marketing. J Mark 49(2):33–46

    Google Scholar 

  • Zeithaml VA, Bitner MJ, Gremler DD (2012) Services marketing: integrating customer focus across the firm, 6th edn. McGraw-Hill, New York

    Google Scholar 

  • Zhang M (2011) Fencing in the practice of revenue management. In: Yeoman I, McMahon-Beattie U (eds) Revenue management. A practical pricing perspective. Palgrave Macmillan, Basingstoke

    Google Scholar 

  • Zhu F, Zhang X (2010) Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics. J Mark 74(2):133–148

    Google Scholar 

Download references

Author information

Authors and Affiliations

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

    Roberta Minazzi

Authors
  1. Roberta Minazzi
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Roberta Minazzi .

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this chapter

Cite this chapter

Minazzi, R. (2015). Social Media Impacts on Travel Suppliers: Social Media Marketing. In: Social Media Marketing in Tourism and Hospitality. Springer, Cham. https://doi.org/10.1007/978-3-319-05182-6_4

Download citation

Publish with us

Policies and ethics

Search

Navigation