Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry

Reyes-Menéndez, Ana; Correia, Marisol B.; Matos, Nelson; Adap, Charlene

doi:10.3390/su12218972

Cited by 44 publications

(34 citation statements)

References 43 publications

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“…There has been a growing body of research regarding the use of social media during COVID-19. As the electronic word of mouth, online information such as reviews and social media posts can change people’s behavior [ 43 , 44 , 45 ], and therefore misinformation and fake reviews are issues in controlling the pandemic. Some scholars have expressed concerns about the difficulty of building trust amid misinformation spread on social media [ 46 ].…”

Section: Literature Reviewmentioning

confidence: 99%

Engagement of Government Social Media on Facebook during the COVID-19 Pandemic in Macao

Cai

Jiang

et al. 2021

IJERPH

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Government social media is widely used for providing updates to and engaging with the public in the COVID-19 pandemic. While Facebook is one of the popular social media used by governments, there is only a scant of research on this platform. This paper aims to understand how government social media should be used and how its engagement changes in prodromal, acute and chronic stages of the pandemic. We collected 1664 posts and 10,805 comments from the Facebook pages of the Macao government from 1 January to 31 October 2020. Using word frequency and content analysis, the results suggest that the engagement was relatively low at the beginning and then surged in the acute stage, with a decreasing trend in the chronic stage. Information about public health measures maintained their engagement in all stages, whereas the engagement of other information was dropping over time. Government social media can be used for increasing vigilance and awareness in the prodromal stage; disseminating information and increasing transparency in the acute stage; and focusing on mental health support and recovery policies in the chronic stage. Additionally, it can be a tool for controlling rumors, providing regular updates and fostering community cohesion in public health crises.

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Section: Literature Reviewmentioning

confidence: 99%

Engagement of Government Social Media on Facebook during the COVID-19 Pandemic in Macao

Cai

Jiang

et al. 2021

IJERPH

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“…It is also important to underline that the prepandemic trends of service digitalization and the growing role of electronic word-of-mouth as a powerful communication tool [64] became even more explicit in the new circumstances. In this regard, it becomes critical for tourism businesses to develop differentiation strategies that take into account the role of online customer relationships, and to use the digital-marketing toolkit [65,66].…”

Section: Shift In Consumer Behavior: What Is Important For Tourism?mentioning

confidence: 99%

Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges

et al. 2021

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This paper discusses the results of a study aimed at gaining a deeper understanding of how the COVID-19 pandemic has changed the Russian tourism market and how local tourism enterprises respond to challenges caused by the COVID-19 pandemic. Summarizing their experience of doing business in crisis conditions can allow a more efficient response to similar crises in the future and contribute to a more resilient tourism sector in the aftermath of the pandemic. In order to meet the research objective, we combined various sources of operational statistical information about the state of the industry with the results of a survey conducted in the Nizhny Novgorod region and in-depth interviews with representatives of tourism enterprises. We found that Russian tourism enterprises have proved to be quite resilient by looking for additional opportunities, and paying special attention to staff development and team consolidation. However, there are problems faced by local tourism enterprises in obtaining state support. Therefore, tourism enterprises that rely on themselves and innovate to create services and products adjusted to new customer needs and preferences have a better chance to survive. In particular, the wider use of digital marketing instruments helps SMEs to propose a new value for customers aligned to the new requirements and trends in tourism, such as travel security, prevailing interest in individual and short-term trips for short distances, and the sharply increased demand for domestic tourism destinations.

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“…The continuously developing technologies and the widespread use of the Internet of Things have empowered the evolution of traditional word-of-mouth to electronic word-of-mouth. Nowadays, consumers use different social platforms, including social networking sites, consumer review sites, blogs, and social communities, to communicate and share their purchase experiences on products and brands with other consumers (Reyes-Menendez et al 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Influence of selected factors on the repeat purchase of the a package tour – case study from tourism of the Moravian-Silesian Region

Kajzar¹

2021

PiSG

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The aim of this paper is to identify influence of selected factors on the repeat purchase of a package tour based on the responses of the selected customers in the Moravian-Silesian Region. The main factors are divided into three main groups as staff, environment and offer and each of these groups consists of other selected factors. Analyses of frequency responses and frequency distribution of data were used. Statistical hypotheses were formed, reflecting the relationship between the difference in responses from the customers’ and selected quality factors, that may affect the repeated purchase of the package tour. Most customers of repeat purchase of the package tour are affected by professional behaviour, sufficient space, cleanliness, tidiness of company premises and corresponding ratio of price / quality. This study is important not only for the marketers’ but also for all employees in services. Knowledge of the consumer buying behaviour leads to huge long term benefits to the businesses in various regions not only in Europe.

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Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry

Cited by 44 publications

References 43 publications

Engagement of Government Social Media on Facebook during the COVID-19 Pandemic in Macao

Engagement of Government Social Media on Facebook during the COVID-19 Pandemic in Macao

Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges

Influence of selected factors on the repeat purchase of the a package tour – case study from tourism of the Moravian-Silesian Region

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