Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis

Villamediana, Jenely; Vilà, Natàlia; Boluda, Inés Küster

doi:10.1080/13683500.2018.1554625

Cited by 36 publications

(29 citation statements)

References 59 publications

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“…Villamediana-Pedrosa, Vila-Lopez, and Küster-Boluda (2019) found that situational features, such as the time frame (e.g., posting time and posting day) and seasonality of tourism demand, influenced positive or negative engagement on a DMO’s Facebook page.…”

Section: Antecedents To Cementioning

confidence: 99%

A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

Kim

2019

Journal of Hospitality & Tourism Research

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Over the past decade, customer engagement has attracted significant interest from academics and practitioners. This article reviews and synthesizes customer engagement research published in seven leading hospitality and tourism journals between 2009 and 2019. It systematically analyzes publication outlets and trajectories, study sectors, methodological approaches, analytical techniques, conceptualizations of customer engagement, classifications of antecedents and consequences, and key mediators and moderators. This article also presents a model summarizing extant customer engagement research and identifies critical avenues for future scholarly inquiry into customer engagement. The comprehensive review and analysis offered in this article contribute to the literature by detailing the status of customer engagement research and the evolution of relevant literature over the past 11 years.

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Section: Antecedents To Cementioning

confidence: 99%

A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

Kim

2019

Journal of Hospitality & Tourism Research

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“…Among 14 definitions in the marketing sector, three definitions proposed by Van Doorn et al (2010), Brodie et al (2011), and Vivek, Beatty, and Morgan (2012) are most broadly adopted in hospitality and tourism literature. Since 2014, 13 original definitions were developed in the hospitality and tourism scope (Dijkmans, Kerkhof, and Beukeboom, 2015;Fang et al, 2017;Gomez et al, 2019;Hashim and Fadhil, 2017;Huang and Choi, 2019;Pino et al, 2019;Rather, 2019;Rather, Hollebeek, and Islam, 2019;Sashi, Brynildsen, and Bilgihan, 2019;Taheri, Jafari, and Gorman, 2014;Thakur, 2019;Villamediana, Vila, and Küster, 2019b;Zheng and Guo, 2016). Despite variations in conceptualisation, certain fundamental propositions exist underneath.…”

Section: Conceptualisation Of Customer Engagementmentioning

confidence: 99%

“…The motives for interactions with the focal object may be utilitarian, to obtain information for potential purchase, or hedonic, with the objective of keeping abreast of the environment. (Villamediana et al, 2019b(Villamediana et al, , p. 1844 Positive/ negative engagement X A multidimensional construct that reveals a positive valence brand's valuation, and that is observable through (i) virality, (ii) commitment and (iii) popularity that tourists manifest in brand communities on social networks. X 1.…”

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confidence: 99%

The landscape of customer engagement in hospitality and tourism: a systematic review

Hao

2020

IJCHM

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Purpose This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research. Design/methodology/approach A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism. Findings This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed. Originality/value This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.

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“…Research conducted by numerous scholars prove that visual messages are the most powerful in terms of consumer acceptance. For example, Villamediana-Pedrosa et al (2019) investigated how the use of Message Tools, an Appropriate Message Structure, Informative Cues and Persuasive and Emotional Cues would predict the desird effects -positive engagement of tourists. It was only found that Message Tools (mainly "videos") and three Informative ("topics", "links" and "product orientation") influence the levels of positive/negative engagement and some of its dimensions (positive popularity and virality) (Villamediana-Pedrosa et al, 2019).…”

Section: Destination Branding Logos and Slogansmentioning

confidence: 99%

“…For example, Villamediana-Pedrosa et al (2019) investigated how the use of Message Tools, an Appropriate Message Structure, Informative Cues and Persuasive and Emotional Cues would predict the desird effects -positive engagement of tourists. It was only found that Message Tools (mainly "videos") and three Informative ("topics", "links" and "product orientation") influence the levels of positive/negative engagement and some of its dimensions (positive popularity and virality) (Villamediana-Pedrosa et al, 2019). Further research by Marder et al (2019) concluded that both professional photographs and those of non-professional photographers influence the choice of tourist destination, suggesting that tourism authorities should use the services of professional photographers for images posted on social media such as review websites, which help to drive booking intentions and sales (Marder et al, 2019).…”

Section: Destination Branding Logos and Slogansmentioning

confidence: 99%

Communicating Lithuania’s Destination Branding

Sederevičiūtė-Pačiauskienė

Katinaitė

2020

Science - Future of Lithuania

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Increasingly, academics and practitioners are turning their attention towards destination branding as a serious topic of research and enquiry. In an attempt to differentiate themselves from competitors, tourism authorities across Europe are developing unique and highly targeted advertising campaigns. However, research being conducted indicates that whatever the destination country, tourists make their decisions for very similar reasons. This research analyses how Lithuania brand communicates its campaign message to tourists, and the experience of those tourists who have visited the country, as well as gauge their response, i.e. expectations, opinions and recommendations about the campaign. Specifically, the research analysed the destination branding campaign “Lithuania. Real is Beautiful” and its corollary, i.e. nature (“See nature”), culture (“Explore culture”), food (“Taste food”), people (“Meet people”) and activity (“Stay active”), and how (and in what ways) the campaign reflects the criteria that tourists used to make Lithuania their holiday destination, as well as the opinions they formed about our country. The response from tourists clearly shows that Lithuania’s current advertising campaign is failing to make the connection with, and leverage off, the country’s highly symbolic national flag. The red, green and yellow of the flag demonstrate a visual uniqueness and act as signifiers for the country as a whole, and this is what tourists would like to see.

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Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis

Cited by 36 publications

References 59 publications

A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

The landscape of customer engagement in hospitality and tourism: a systematic review

Communicating Lithuania’s Destination Branding

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