Supporting digital content marketing and messaging through topic modelling and decision trees

Gregoriades, Andreas; Pampaka, María; Herodotou, Herodotos; Christodoulou, Evripides

doi:10.1016/j.eswa.2021.115546

Cited by 29 publications

(7 citation statements)

References 81 publications

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“…E-WOM, involving informal online discussions about products, services, and sellers, is a pivotal aspect of internet-based technologies (Litvin et al, 2008). These review factors influence intentions and decisions by reducing uncertainty, inspiring destination choices, and are widely incorporated into marketing strategies within the food tourism industry (Pan and Zhang, 2011;Gregoriades et al, 2021;Mudambi and Schuff, 2010). The effectiveness of online reviews hinges on factors like content quality, entertainment, information timeliness, likes to count and source credibility (see Table 2).…”

Section: Social Media Reviews and E-wommentioning

confidence: 99%

Influence of Online Reviews on Culinary Tourism Intentions: The RED Platform Study

Wang,

Iahad

2024

IJARBSS

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This study examines the influential role of social media reviews, particularly focusing on the prominent social media platform, RED. Through the application of the Stimulus-Organism-Response (S-O-R) Model and Elaboration Likelihood Model (ELM), the research aims to dissect the mechanisms by which food-related review content shapes and influences the foodrelated purchasing intentions. An in-depth exploration is undertaken to highlight the complex dynamics of electronic word-of-mouth (e-WOM) and its impact in steering users towards or away from specific culinary tourism destinations. Moreover, an integrative approach is adopted to unveil the symbiotic relationship between digital content and users' level of food involvement. The interplay between these elements is analyzed to glean comprehensive insights into the multifaceted decision-making processes of food travelers. By establishing a comprehensive theoretical framework, this study aims not only to contribute significant academic insights but also to offer practical implications for industry stakeholders.

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Section: Social Media Reviews and E-wommentioning

confidence: 99%

Influence of Online Reviews on Culinary Tourism Intentions: The RED Platform Study

Wang,

Iahad

2024

IJARBSS

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“…Se crearon contenidos que buscaban retener el interés de los usuarios y lograr una interacción con estos, tal y como sugieren estudios precedentes (Cheng, Liu, Qi & Wan, 2021;Gregoriades, Pampaka, Herodotou & Christodoulou, 2021). Estas se realizaron como mínimo una vez al día y se muestran aspectos relevantes de la instalación como la playa, piscina, restaurantes, habitaciones, bares, vistas sobre el mar, naturaleza, entre otras.…”

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Gestión del marketing digital en organizaciones turísticas

et al. 2022

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El marketing digital ha modificado la forma de operar de los negocios a nivel internacional, teniendo en cuenta el auge que ha alcanzado el uso de las tecnologías de la información y las comunicaciones. En las organizaciones turísticas, estas herramientas desempeñan un rol fundamental en el proceso de adquirir nuevos clientes, retener y crear relaciones con ellos con el objetivo de promover y vender los productos y servicios de la organización. En este contexto, el marketing digital resulta una estrategia imprescindible para las marcas por la gran oportunidad de crecimiento, posicionamiento y difusión que representan. La presente investigación tiene como objetivo general desarrollar un procedimiento para la gestión del marketing digital en organizaciones turísticas que favorezca el proceso de comercialización de las mismas. Para ello se emplearon diferentes métodos, teóricos, empíricos y estadísticos, los cuales permitieron diseñar el procedimiento propuesto. La aplicación de dicho procedimiento en el Hotel Brisas Guardalavaca permitió perfeccionar las herramientas de redes sociales, comercio electrónico e email marketing elevando así los indicadores de interacción. Además, se analizaron las causas que provocan desviaciones en el posicionamiento y sitio web, para lo cual se propusieron alternativas materializadas en un plan de acción.

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“…For instance, in terms of economic sustainability, digital marketing may allow tourism destinations to promote their unique tourism attractions to the world in a simple way, which provides an opportunity for generating employment and income for regional and national socio-economic development. On the other hand, to ensure environmental sustainability, digital marketing plays an indispensable role in maintaining, enhancing, and promoting the ecological and natural resources of a destination by creating credible and quality content on different digital marketing tools (Bu et al, 2021;Gregoriades, 2021).…”

Section: Contribution Of Digital Marketing Toward Sustainable Tourism...mentioning

confidence: 99%

Digital Marketing as a Driver for Sustainable Tourism Development

Aman

Papp-Váry

2022

MKSV

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The notion of digital marketing has emerged as a prominent topic in the tourism industry and received high attention from the marketing research community in recent years. However, there is a noticeable absence of theoretically grounded research on how the tourism industry should apply and implement digital marketing to bring about sustainable tourism development. To address this concern, the researchers conducted a systematic literature review (SLR) of 83 journal articles related to digital marketing and tourism, indexed in the Scopus database and Web of Science from 2015 to 2021. In doing so, this review makes an important contribution to the identification of existing and future digital marketing tools applied in the tourism industry and their role in the progress of sustainable tourism development. Furthermore, researchers propose an integrated conceptual framework to provide a comprehensive overview of the relationships between technology, marketing, and tourism to add something new to the existing literature and inspire further research in the future.

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Supporting digital content marketing and messaging through topic modelling and decision trees

Cited by 29 publications

References 81 publications

Influence of Online Reviews on Culinary Tourism Intentions: The RED Platform Study

Influence of Online Reviews on Culinary Tourism Intentions: The RED Platform Study

Gestión del marketing digital en organizaciones turísticas

Digital Marketing as a Driver for Sustainable Tourism Development

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