A Case Study of Social Media Marketing by Travel Agency: The Salience of Social Media Marketing in the Tourism Industry

2012 ◽  
Vol 12 (1) ◽  
pp. 93-106 ◽  
Author(s):  
Jongpil Park ◽  
Ick-Keun Oh
Keyword(s):  
Social Media ◽  
Tourism Industry ◽  
Social Media Marketing ◽  
Travel Agency

scholarly journals Social media marketing and business competitiveness: evidence from South African tourism SMMEs

2017 ◽  
Vol 15 (2) ◽  
pp. 411-423 ◽  
Author(s):  
Patient Rambe
Keyword(s):  
Social Media ◽  
South African ◽  
Tourism Industry ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Strategies ◽  
Media Technologies ◽  
Business Competitiveness ◽  
Medium Enterprises ◽  
The Impact

The increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To address this grey area, this study explored the extent to which tourism SMMEs utilize social media technologies (SMTs) to extend their market share and the implications thereof for the competitiveness of their business operations. Drawing on a quantitative approach, a survey was conducted on 234 tourism SMMEs’ owner/managers in the Free State province of South Africa to establish the impact of social media marketing on the competitiveness of their businesses. Evidence suggests that tourism SMMEs employed social media marketing predominantly for online marketing of their products/services, promoting their products/services, attracting existing customers, and sometimes, for integrating it into their marketing strategies. Results of correlation analysis revealed that social media marketing is positively and significantly related to the competitiveness of tourism SMMEs. The recommendations for leveraging the integration of social media marketing into the competitive strategy of the small business are provided.

Web 2.0 Technologies and Marketing

2017 ◽  
pp. 733-755
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Web 2.0 ◽  
Social Media Marketing ◽  
Statistical Techniques ◽  
Brand Knowledge ◽  
Media Type ◽  
Use Of Social Media ◽  
Portuguese Higher Education

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.

scholarly journals Exploring the characteristics of tourism industry by analyzing consumer review contents from social media: a case study of Bamako, Mali

2019 ◽  
Vol 22 (3) ◽  
pp. 214-222 ◽  
Author(s):  
Sanogo Bruno ◽  
Chao Yang ◽  
Wenwen Tian ◽  
Zhong Xie ◽  
Yuanzheng Shao
Keyword(s):  
Social Media ◽  
Tourism Industry ◽  
Consumer Review

scholarly journals Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry

2018 ◽  
Vol 20 (1) ◽  
Author(s):  
Rosemary Matikiti ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
South African ◽  
Tourism Industry ◽  
Ease Of Use ◽  
Social Media Marketing ◽  
Perceived Ease Of Use ◽  
The South ◽  
Travel Agencies ◽  
Use Of Social Media

Background: In tourism, globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopteda quantitative approach through the use of questionnaires. Data used in the analysis were collected from 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one-way ANOVA were used for data analysis. Results: The results showed that managerial support and managers’ level of education are the two main internal factors which influence attitude towards the use of social media marketing. Pressure from competitors, perceived benefits and perceived ease of use were found to be the most prominent external factors which influence the use of social media marketing. The results also revealed that technical knowledge moderates the relationship between attitude towards social media marketing and the level of social media marketing usage. Conclusion: The study concludes with these recommendations: Management of travel agencies, tour operating businesses and the South African government should support the use of social media marketing by small tourism businesses through providing training and workshops on social media marketing for the employees to acquire the required skills.

The Impact of Social Media Marketing; A Case Study of Jom Kurus 1Malaysia Programme

2018 ◽  
pp. 135-142
Author(s):  
Mohd Fauzi Harun ◽  
Mohd Hafizzy Abdullah ◽  
Mohd Yusof Zulkefli ◽  
Muhamad Qamar Rahman Md Isa
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
The Impact

Web 2.0 Technologies and Marketing

2015 ◽  
pp. 1-23
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Web 2.0 ◽  
Social Media Marketing ◽  
Statistical Techniques ◽  
Brand Knowledge ◽  
Media Type ◽  
Use Of Social Media ◽  
Portuguese Higher Education

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.

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