The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland

Wozniak, Thomas; Stangl, Brigitte; Schegg, Roland; Liebrich, Andreas

doi:10.1007/s40558-017-0077-4

Cited by 40 publications

(32 citation statements)

References 37 publications

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“…Fanpage Karma provides valuable and deep insights on performance and posting strategies of social media profiles such as Instagram, Facebook, YouTube, Twitter, Google Plus and LinkedIn. Fanpage Karma has been used in several studies on social media [57]- [59].…”

Section: Methodsmentioning

confidence: 99%

Using Twitter for Branding: Hotel Strategies in Kenya

Owoche¹,

Mbugua²,

Ikoha³

2019

International Journal of Advanced Research in Computer and Comm

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Globalization, mobile computing and changes in consumer behaviour are aspects brought about by the new developments in IT that are changing the way business organizations conduct their business. Branding in travel and tourism industry is no exception and the practitioners must consider social media in their online branding strategies. This paper examines the extent to which the hotel industry uses Twitter social networking site in their branding strategies. The study used media content analysis to investigate 35 star rated hotels Twitter account in Kenya. Twitter posts timing, content type and engagement metrics were analysed. The results indicate that the timing of tweets and the Twitter post media type have a bearing on the rate of engagement. On the practical side, this study shades light on how Twitter is utilized by hotels for branding purposes and creates recommendations on how hotels can optimize customer engagement with their tweets. The study also enriches literature in the use of Twitter as a branding tool.

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Section: Methodsmentioning

confidence: 99%

Using Twitter for Branding: Hotel Strategies in Kenya

Owoche¹,

Mbugua²,

Ikoha³

2019

International Journal of Advanced Research in Computer and Comm

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“…El siguiente objetivo (O.2), relacionado también con su alcance, pero en Facebook ha requerido del análisis de las siguientes KPI: número de seguidores y engagement online. El número de seguidores es un dato público que ofrece la red social, el engagement online lo proporciona, entre otras, la herramienta de analítica especializada en Facebook: Fanpage Karma [2] Esta herramienta ha sido utilizada en anteriores investigaciones sobre comunicación turística en redes sociales a nivel nacional e internacional (Huertas, & Mariné-Roig, 2016;Wozniak, Stangl, Schegg, & Liebrich, 2017).…”

Section: Metodologíaunclassified

El influencer 2.0 turístico: de turista anónimo a líder de opinión

Martínez‐Sala

Monserrat‐Gauchi

Segarra-Saavedra

2019

RLCS

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“…Mariani et al, based on their earlier developed tool for data extraction, preprocessing and visual analytics of Facebook's Graph API, analyzed top 10 of most visited international destinations' National Tourism Organizations' pages' UGC from the perspective of engagement [10,11]. Wozniak et al analyzed 150 DMOs' social media returns of investment in Belgium, France, and Switzerland, and they used the Fanpage Karma web application for FB pages' data extraction as outcome variables [12]. Kesorn et al, within their PTIS framework, used the Facebook Graph API extracts covering UGC on check-in data at points of interest (POI) and their feedback for personalized recommendations on visiting POIs in destinations [13].…”

Section: Literature Reviewmentioning

confidence: 99%

Can Location-Based Social Media and Online Reservation Services Tell More about Local Accommodation Industries than Open Governmental Data?

et al. 2019

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The paper follows-up ongoing research focusing on the potential of machine-readable data as additional knowledge in the governance of local tourism and destination management organizations (DMOs) in Slovakia. The current focus is on one classic social media (Facebook), one location-based social media (Foursquare), two hybrid travel-related platforms with partial attributes of reservation services (Google Places, TripAdvisor), and two online reservation services (Booking, Airbnb). The global aim is the usage of extracted data for the identification of additional entities with the obligation of local occupancy taxation, which is the financial backbone of Slovak (DMOs). A set of simple and globally reusable scripts constructed in Python and PostgreSQL were used to extract data on lodging providers from the Google Places application programming interface (API), the Facebook Place Search API and the Foursquare Venue API over grid overlays of districts' spatial representation. For pure scientific purposes in the case of Tripadvisor, Booking, and Airbnb, with no suitable access to open APIs, web scraping methods were used for data extraction. The pilot case was applied in the boundaries of Kosice city (Slovakia), and the aggregations of processed data were compared with official open statistics. Results indicate that the automated continuous monitoring of online platforms could help local public administrations in decreasing occupancy tax evasions and even widen knowledge about online audiences and visitors' satisfaction.

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The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland

Cited by 40 publications

References 37 publications

Using Twitter for Branding: Hotel Strategies in Kenya

Using Twitter for Branding: Hotel Strategies in Kenya

El influencer 2.0 turístico: de turista anónimo a líder de opinión

Can Location-Based Social Media and Online Reservation Services Tell More about Local Accommodation Industries than Open Governmental Data?

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