Abstract
Tourism events and sport activities have been separately widely analyzed due to the experience value offer, which can be integrated into destination marketing. However, little attention has been paid to the integration of sport as a tourism event that attracts casual sport Food Experiences: The Oldest Social
Food Experiences: The Oldest Socials and serious leisure fans. Therefore, clear orientation to client digital interaction is required, acknowledging that tourism and sport fans behavior are mostly influenced by eWOM and is complex comprehending many elements and a specific social media strategy. The present work offers a first glance at social media strategies in sport tourism events, by analyzing the activity on Facebook and Twitter of fans before, during and after the SATA Rallye Azores, documenting the topic criteria used, the engagement and sophistication achieved and transposing the engagement drivers to the components of the STAR (Storytelling, Triggers, Amusement, and Reaction) model. Results show that to have a content-oriented strategy that maximizes the engagement in social media. However, for the sport event chosen the engagement level found was lower than expected and the STAR model dimensions were completely different from the other social media phenomenon, presenting truly low levels of storytelling.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Beaton, A. A., Funk, D. C., Ridinger, L., & Jordan, J. (2011). Sport involvement: A conceptual and empirical analysis. Sport Management Review, 14(2), 126–140.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy. Business Horizons.
Billings, A. C., Butterworth, M. L., & Turman, P. D. (2014). Communication and sport: surveying the field: surveying the field: sage publications.
Buhalis, D., & Zoge, M. (2007). The strategic impact of the internet on the tourism industry. Information and Communication Technologies in Tourism, 2007, 481–492.
Cooper, C., & Hall, C. M. (2013). Contemporary tourism: An international approach. Routledge.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181.
Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media use and impact during the holiday travel planning process. Springer-Verlag.
Fourie, J., & Santana-Gallego, M. (2011). The impact of mega-sport events on tourist arrivals. Tourism Management, 32, 1364–1370.
Goodyear, V. A., Casey, A., & Kirk, D. (2014). Tweet me, message me, like me: using social media to facilitate pedagogical change within an emerging community of practice. Sport, Education and Society, 1–17.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16, 211–239.
Haven, B., & Vittal, S. (2008). Measuring engagement: Four steps to making engagement measurement a reality. In I. Forrester Research (Ed.), Measuring customer engagement (pp. 2–11). Cambridge, USA: Forrester Research.
Humphreys, L., Gill, P., & Krishnamurthy, B. (2014). Twitter: a content analysis of personal information. Information, Communication & Society, 17, 843–857.
Hunt, K. A., Bristol, T., & Bashaw, R. E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing, 13, 439–452.
Hvass, K. A., & Munar, A. M. (2012). The takeoff of social media in tourism. Journal of Vacation Marketing, 18, 93–103.
Kane, M. J., & Zink, R. (2004). Package adventure tours: Markers in serious leisure careers. Leisure Studies, 23(4), 329–345.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kavoura, A. (2014). Social media, online imagined communities and communication research. Library Review, 63, 490–504.
Kavoura, A., Stavrianeas, K., & Sotiriadis, M. (2015). The importance of social media on holiday visitors’ choices-the case of Athens, Greece. EuroMed Journal of Business, 10.
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26, 727–750.
Munar, A. M., Gyimóthy, 2nd, S., Cai, III, L., & Jafari, J. (2013). Tourism social media: transformations in identity, community and culture. Emerald Group Publishing.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2013). A typology of technology‐enhanced tourism experiences. International Journal of Tourism Research.
Rizzotti, S., & Burkhart, H. (2010). Usekit: A step towards the executable web 3.0. Proceedings of the 19th International Conference on World Wide Web. Raleigh, North Carolina, USA: ACM.
Shipway, R., & Jones, I. (2007). Running away from home: Understanding visitor experiences and behaviour at sport tourism events. International Journal of Tourism Research, 9(5), 373–383.
Stebbins, R. A. (1992). Amateurs, professionals, and serious leisure. McGill-Queen’s Press-MQUP.
Stebbins, R. A. (2001). The costs and benefits of hedonism: Some consequences of taking casual leisure seriously. Leisure Studies, 20(4), 305–309.
Tiago, T., & Veríssimo, J. (2014). Digital marketing and social media: Why bother? Business Horizons, 57, 703–708.
Tiago, T., Tiago, F., & Amaral, F. (2014). Restaurant quality or food quality: What matters the more? In: INBAM, ed. International Network of Business and Management Journals. Barcelona.
Tiago, T., Tiago, F., Faria, S., & Couto, J. P. (2015). Who is the better player? Off-field battle on Facebook and Twitter. Business Horizons, Forthcoming.
Thoits, P. A., & Virshup, L. K. (1997). Me’s and we’s. Self and identity: Fundamental issues. pp.106–133.
Williams, N. L., Inversini, A., Buhalis, D., & Ferdinand, N. (2015). Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter. Journal of Marketing Management, 1–28.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this paper
Cite this paper
Faria, S., Tiago, T., Tiago, F., Couto, J.P. (2017). Tourism Events: The SATA Rallye Azores in Facebook and Twitter. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_55
Download citation
DOI: https://doi.org/10.1007/978-3-319-33865-1_55
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-33863-7
Online ISBN: 978-3-319-33865-1
eBook Packages: Business and ManagementBusiness and Management (R0)