In hospitality, consumers rely on social media during the purchase decision process, e.g. to search for information, compare alternative destinations and share media content of their travel experiences. While previous research has mainly analyzed the consumer-side, the aim of this paper is to examine how hospitality firms manage social media within their marketing strategies considering the phases of the traveller's customer journey. To achieve our research objective, we conducted a multiple-case study by interviewing key informants from two hospitality companies. Results discuss the main touchpoints activated and their respective objectives, highlighting the growing usage of social media in all the phases of the traveller's consumer journey. The paper also presents managerial implications for the social media marketing strategies of hospitality companies.

Social media management in the traveller's customer journey: an analysis of the hospitality sector, 2020.

Social media management in the traveller's customer journey: an analysis of the hospitality sector

Olivieri, Mirko
2020-01-01

Abstract

In hospitality, consumers rely on social media during the purchase decision process, e.g. to search for information, compare alternative destinations and share media content of their travel experiences. While previous research has mainly analyzed the consumer-side, the aim of this paper is to examine how hospitality firms manage social media within their marketing strategies considering the phases of the traveller's customer journey. To achieve our research objective, we conducted a multiple-case study by interviewing key informants from two hospitality companies. Results discuss the main touchpoints activated and their respective objectives, highlighting the growing usage of social media in all the phases of the traveller's consumer journey. The paper also presents managerial implications for the social media marketing strategies of hospitality companies.
Inglese
2020
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
1
12
internazionale
esperti anonimi
A stampa
Settore SECS-P/08 - Economia e Gestione delle Imprese
2
File in questo prodotto:
File Dimensione Formato  
HuOlivieri.pdf

Accessibile solo dalla rete interna IULM

Dimensione 1.09 MB
Formato Adobe PDF
1.09 MB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/39403
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? 15
social impact