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Social Media: Opening New Doors for the Domestic Tourism Industry

in Albania
Authors: Vjollca Hysi, Klodiana Gorica, Sokol Luzi

Year: 2015

Source: Danubius Journals

Conducted a study to determine the impact social media has on tourism in Albania. since there was
lack of availability of primary and secondary that the researchers proposed to conduct research
through content analysis of most known social pages on Facebook that promote tourism in Albania,
from these sites a target group of customers were selected who make their decisions for domestic
tourism in Albania through the use of social media tools, the target group was aimed to to possess
basic social media knowledge and should speak English language. The problem they wished to address
is whether social media is a useful platform to promote and develop tourism in Albania or not, they
found out that Social Media approach in Albania is still in the first phases but growing very fast.
Albanian populations has increased its presence in the social media platforms. According to Social
Bakers, Albania has 1,120,640 users in the Facebook platform. Facebook penetration in Albania is
37.52% comparing with the 77.72% number of active internet users in Albania.

Beyond User Gaze: How Instagram Creates Tourism Destination


Brand?
Authors: Megasari Noer Fatantia , I Wayan Suyadnyab

Year:2015

Source: Procedia - Social and Behavioural Sciences 211

internet has made it possible for one to connect with thousands of people around the world to share
information, thousands of people use social media as a reference to plan their travels, this research
study is done to identify how internet has contributed in promoting tourism sites in Indonesia.in this
study, the researchers selected two Instagram accounts that promote tourism, the traffic of users on
these accounts were observed such as posting photos, like, hashtags and comments, the data
collected was classified into several categories, the researchers selected 10 photos for the purpose of
photo elicitation by 10 students from visual communication classes. This research is done to get in-
depth understanding of the importance of Instagram a channel for promoting tourist destination in
Indonesia. Instagram allows users to upload what they see at tourist sites which is seen and shared by
many through tags, comments, share etc.
Social Media Usage for Tourism: A Case of Rajasthan Tourism
Authors: Ashish Kumar Rathore, Umesh Chand Joshi, P. Vigneswara Ilavarasan

Year: 2017

Source: Procedia Computer Science 122

This paper highlights the roles of social media in the tourism industry, social media provides various
platforms through which different stakeholders can communicate and exchange information between
them, due to the dynamic nature of social media and its viral capabilities, the tourism businesses need
to prepare a structured framework before they begin the use of social media. This study has two-way
methodological approach that is primary and secondary. The collection of primary data involves in-
depth interviews with the main stakeholders, and the secondary data is collected from existing
literature and from the portal of Department of Tourism, Rajasthan. Various legal and administrative
challenges are faced by the providers of tourist-related information during the use of social media.
This study provides a summary of tourist use of social media and its characteristics, so that Rajasthan
tourism can adapt to online-marketing strategies.

Development of Social Media Strategies in Tourism Destination


Authors: Alžbeta Kiráľová, Antonín Pavlíčeka

Year: 2015

Source: Procedia - Social and Behavioural Sciences 175

Social media plays a very important role in managing the demand and supply factor of tourism, social media
allows destinations to interact directly with potential travellers through various internet platforms, it allows the
destination marketer to monitor and reply to visitors opinions and allows assessment of services, this paper
provides the definition of tourism destination. It encapsulates the key characteristics of social media and how
they are useful in destination promotion strategies, it also deals with changes is visitors perception of destination
which affects the destination marketing. The key objective of this study is to show how social media and be
aligned with marketing strategies so that destinations remain competitive. Based on the theoretical
understanding of social media, campaigns were studied, this study focused on how social media campaigns were
executed and how it benefitted the participants and the tourism destinations. campaign were interactive and
creative, the participants were motivated to use geo location, create augmented reality, play internet
games, create quizzes, blogs, stories, photos, videos The objectives of campaigns include creating
awareness of destination, global publicity, motivating traveller to plan their travels, strengthen the
destination image in the mind of traveller.
Effects of the intensity of use of social media on brand equity
An empirical study in a tourist destination
Authors: Igor Stojanovic, Luisa Andreu and Rafael Curras-Perez

Year: 2017

Source: Emerald Insight

The purpose of this study is to give a complete report of the effects of the use of social media on the destination
brand equity, the author used schema theory and a multi-dimensional approach of brand equity to understand
how communication through social media creates brand awareness, brand image, value for customers, quality
of brand and loyalty towards the brand. The researchers performed quantitative study in the form of personal
survey through structured questionnaire. The population selected for study were international tourists over the
age of 18, who were visiting the city of Valencia, Spain. Before they had any experience with the tourist
destination they were asked to take questionnaire as they only had knowledge about the city only through social
media they used for reference. The final sample size was 249 interviewees. The finding of the research indicated
that social media use had a positive effect on brand awareness, it was also found that brand awareness impacted
other dimensions of brand equity. The study also highlights the intention of destination image to make word of
mouth communication. The results contributed to bring improvements in social media marketing in order to
manage destination brands online.

Social Media in Tourism and Hospitality: A Literature Review


Authors: Daniel Leung Rob Law Hubert van Hoof Dimitrios Buhalis

Year: 2013

Source: Journal of Travel & Tourism Marketing

Social media is one of the mega trends that has impacted the tourism industry, the role and use of
social media in assisting travellers in decision making and in tourism operations and management has
thoroughly discussed in tourism and hospitality research, this study investigates and evaluates all
present social media related articles that are published in academic journals during the period of 2007
to 2011, primarily in tourism and hospitality fields based on the content analysis of the articles both
from the perspectives of suppliers and consumers it was found that consumer centric studies usually
focuses on the impact that the use of social media has at the destination research phase of the
traveller during his travel plan. Whereas from the supplier’s perspective the studies focused mostly
on promotion, management and research purpose, but discussions on product distribution was less.
Research revealed in-depth strategic importance of social media in tourism competitiveness. This
study also revealed some voids present in current research and provide suggestion for future research.
The Take-off Of Social Media in Tourism
Authors: Kristian A Hvass, Ana M Munar
Year: 2012
Source: Journals of vacation marketing
Over the years, online marketing has become one of the most important tool for tourism industry.
Online marketing provides companies throughout the tourism industry with numerous marketing
tools. Social media being is one of the key tools, through social media companies can interact directly
with customers through various internet platforms, they can monitor and interact with customer
opinions and provide services accordingly. The authors in this study perform exploratory research to
study the travelling aspect of tourism through airlines. They reviewed social media content posted by
airlines on two social media platforms for a duration of 6 months. The content is analysed and it is
categorised according to the airlines marketing mix, the authors suggested that the communicating
capabilities of airline content should be categorised in four categories. The research findings reveal
that there is absence of proper strategic framework for proper utilisation of social media. These
findings can aid the marketing departments to make changes in their marketing and social media
utilisation strategies.

Social media use and impact during the holiday planning process
Authors: John Fotis, Dimitrios Buhalis and Nicos Rossides

Year: 2012

Source: MASMI research group


Through empirical study among holiday travellers residing in the former soviet union republic, this
paper gives a complete overview of the role and impact of social media on travel planning by
tourists, this study provides insight on how the social media is used, what is the scope of social
media, how much social media influence travel decision and the trust the travellers have in social
media before, during and after the trip. The findings of the study proposes that social media are
largely used after the trip for the purpose of experience sharing. It was seen that there was
connection between social media influence and the changes made in travel plans before finalising
the decision, furthermore it was revealed that travellers found user generated content more
trustworthy as compared to official tourism websites, mass media advertising and word of mouth by
travel agents. For data collection an online questionnaire survey was conducted with 12 former
soviet republics including Russia. an email invitation was sent to 900 panellists with link to
questionnaire, 368 members completed the questionnaire out of which 346 questionnaires were
selected, through screening process it was made sure that all respondents had taken at least one
holiday trip during the last 12 months, the questionnaires gave a brief introduction explaining the
types of websites which were considered as social media.

Impact of Social Media on Tourism and Hospitality


Author: Rashmi Gururaja

Year: 2015

Source: MC Journals

This study was conduction to comprehend the importance and impact of social media on tourism
industry, the purpose of this study is to understand how social media can be utilised in the future so
as to benefit tourism industry and all the tourists on a global scale, The use of social media to promote
tourism products has not only enhanced the quality of business but have also increased the revenue
generating potential to tourism industry. The purpose of this research is to encourage the use of social
media in businesses that are associated with tourism industry. to undertake this study secondary data
was collected from literature reviews and for the collection of primary data a sample size of 500
subjects was selected, a questionnaire was designed and sent to the samples, personal interviews
were conducted with representatives of 75 hotels, all participants answered the questionnaire as they
were informed well in advance before the study commenced , the sample was selected at random
from India, quantitative analysis was carried out to understand how social media impacted the
behaviour of the samples, it was seen that majority of the samples were impacted by social media.

Social Media Marketing for Promoting Tourism Industry in Georgia


Author: Nugzar Todua

Year: 2017

Source: researchgate.net

This study determines the role that social media marketing strategies play in developing tourism in Georgia. Due
to the efforts of Georgian government Georgia has been declared as one of the top 16 emerging destinations in
the world. Development in technology has created new ways for sharing information. Social media has made it
possible for destinations to contact potential tourist at relatively low cost and high efficiency. Tourism
companies in Georgia are providing high quality services to its customers keeping customers at the centre of
every strategy. Georgia national tourism association has come in joint partnership with trip advisor, this
partnership will provide posts that will give detailed information about the country which will in turn increase
the number of tourists in the country, both qualitative and quantitative techniques were used for studying, the
study consisted of two steps, first qualitative survey was conducted among 30 local travelling agencies and
hypothesis was formulated, second a systematic random sampling technique was used to select 600
respondents throughout the country, these respondents were subjected to online and face to face survey which
was conducted using a well-structured questionnaire., a five point Likert scale was utilised to measure the
respondents attitude and perception towards social media. The data collected was analysed through T-test and
Anova techniques and the reliability of data was tested using Cronbach’s alpha.
The Impact of Social Media Marketing on Tourism in Lebanon

Author: Nahed Taha Rizk, Sarah M. Jabr, Fatima Gül Rifai

Year: 2018

Source: researchgate.net

The aim of this study was to evaluate and examine the existing marketing trends of Lebanese tourism by
primarily focusing on the online and offline marketing strategies that are adopted by the tourism companies in
Lebanon. To undertake this study 10 Lebanese tourism companies were selected, out of which five used online
marketing, and the other five used offline marketing. Both the groups were different from each other in the way
they implemented marketing, the effectiveness of the companies that implemented social media marketing
along with the problems faced by these companies while implementing social media marketing were compared
with the companies that did not use social media marketing, both the approaches were monitored. This study
was conducted by using qualitative questionnaire to interview companies that used social media marketing and
companies that used offline marketing. The research found that the companies that utilised social media
marketing can enhance its global exposure and get high return on investment.

Adapting to the Internet: Trends in Travellers’ Use of the Web for


Trip Planning

Author: Zheng Xiang, Wang Dan, Joseph O’Leary, D.R Fesenmaier

Year: 2014

Source: researchgate.net

The impact internet and social media has on our social and economic life is well recognised and understood.
Even so the studies that have been conducted to evaluate how travellers have adjusted to the usage of internet
over the years are very few, this study is conducted by collecting data from national surveys conducted over a
period of 6 years that is from 2007 to 2012. This study defines all the major changes that took place by the use
of internet by American travellers, it was found that there is a division between traditional travellers and online
travellers, that is those who make use of internet and other social media for travel related decision and those
that have adopted other traditional channels in order to get a much deeper and authentic experience. From the
study it was found that there was no change in the percentage of American travellers that used internet for
travel planning, it was found that travellers that used internet are satisfied by the information they received
from the websites internet has become a leading information source for travel planning other traditional media
such as T.V, magazine, radio and even movies have grown as a source for travel planning information, online
videos are playing a very important role in promoting travel planning, travellers can get information from
comments, photos and videos posted by other travellers.
The influence of social media on the consumers’ hotel decision
journey

Author: Eleftherios Varkaris, Barbara Neuhofer

Year: 2017

Source: journal of hospitality and Tourism Technology


The purpose of this study is understand how social media influence the way consumers search, gauge
and choose a hotel within the ‘assessment stage’ of the hotel decision-making process. exploratory
qualitative research method was used to collect data, data was collected by face-to-face, in-depth
interview with the help of semi-structured questionnaires from 12 individuals, which was followed by
qualitative thematic analysis of data, the research found that social media transformed the way
consumers made hotel decision by influencing the way consumers searched for reference, decided on
a hotel and booked the hotel. the findings exposed variables that influenced this decision making
process by shedding light on the perception the travellers had about the use of social media for the
purpose of searching information, this study reveals consumers behaviour that existed in the past and
what it is now. This study helps hospitality professionals to understand consumers at different levels
and how social media influence these customers. The size of the sample was small, this paper unveils
ways hospitality marketing can be improved by better understanding the influence of social media and
application of social media. Consumers use social media for a wide range of scenarios in tourism and
hospitality, while the influence of social media on the consumers’ hotel decision-making process
remains less understood. This study makes a theoretic contribution in an attempt to addresses these
existing gaps and bridges.

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