THE IMPACT OF DIGITAL MEDIA ON TOURISM AND HOSPITALITY

Size: px
Start display at page:

Download "THE IMPACT OF DIGITAL MEDIA ON TOURISM AND HOSPITALITY"

Transcription

1 Proceedings of Scientific-research interdisciplinary project Digital media technologies and social-educational changes that is financed by the Ministry of Education and Science of the Republic of Serbia UDC : UDC : THE IMPACT OF DIGITAL MEDIA ON TOURISM AND HOSPITALITY RADMILA ŽIVKOVIĆ UNIVERZITET SINGIDUNUM, Beograd JELENA GAJIĆ UNIVERZITET SINGIDUNUM, Beograd JASMINA MUHAREMOVIĆ UNIVERZITET SINGIDUNUM, Beograd Rezime: Turizam i hotelijerstvo se uglavnom oslanjaju na informacione i komunikacione tehnologije kada su u pitanju promotivne aktivnosti, prodaja i razvoj odnosa sa korisnicima usluga. Prilikom donošenja odluke o kupovini turisti ključne informacije prikupljaju putem različitih opcija digitalnih medija. Brojna istraživanja u oblasti turizma i hotelijerstva ukazuju da je broj turista koji koriste savremene digitalne medije u porastu. U skladu sa potrebama i očekivanjima turista, savremena tehnologija pruža oblikovanu i prilagođenu turističku ponudu. Izgradnjom odnosa putem savremenih medija, turistička preduzeća realizuju trajnije veze sa korisnicima svojih usluga što rezultira većom prodajom, ponovljenim kupovinama i efikasnijom promocijom. Ključne reči: digitalni mediji; turizam i hotelijerstvo; turisti; društvene mreže. Abstract: Tourism and hospitality mainly relies on information and communication technologies for promotional activities, sales and development of customer relationships. When a tourist is making a final decision of purchase, the most important information comes from different digital media options. Numerous surveys in tourism and hospitality management indicate the growing number of tourists who use modern digital media. In accordance with their identified needs, advanced technologies provide a new customized tourist offer. Building relationships through modern media, tourist companies realize long-term relationships with their customers and it is resulted in higher sales, repeat purchases and effective promotion. Keywords: Digital media; tourism and hospitality; tourists; social networks. 35

2 1. INTRODUCTION The aim of this article is to present how and to what extent digital technologies have affected tourism. We shall consider the tourism system and its participants (stakeholders and tourists) and analyzing the network consisting of different digital components. This phenomenon can offer a different view for understanding the dynamic behavior of our digital users who can be converted into tourists with the assistance of social media. The revolutionized meaning of information communication and Internet technologies refer to mobile communications which enable individuals to move and generate, transmit and receive different kinds of information. As a result of this process, various flexible models of communication emerged. With the help of information and communication technology in the global environment, individuals may interact and move through space and time and the necessary information accompanies and helps them find the desirable product or services [1, pp.32]. In the tourism industry the term etourism emerged and gives a new extent to tourism mostly connected to the digitalization of its core: travelling and hospitality. It became an economic necessity and it is linked to the spreading of globalization which demands efficiency of all participants on the tourism market. The growing tourist online market reflects special needs for information of most travelers as they want to plan their trip in this way exclusively. Since the emergence of the Internet, travel planning (e.g., travel information search and booking) has always been one of the main reasons that people use the Internet [2, pp.3]. Likewise, at the same time increasing the world travel trends. 36 Table 1. World travel trends (change (in %) over respective previous year) People around the world still want to travel despite the global financial, economic crisis, political turbulence and civil unrest. Tourism industry once again verified its flexibility and capacity to overcome the impact of negative external factors. International travel is expected to increase in the future, driven by emerging markets. According to the World Travel Monitoring 2013, IPK International based on the survey results (Table 1.), the International Tourism Consulting Group forecasts a prosperous growth of 4 5% for the worldwide international travel market in 2014 [3]. It opens new perspectives for developing different communication concepts. 2. WEB 2.0 CONCEPT IN TOURISM AND HOSPITALITY Companies in tourism try to combine various marketing techniques they used in the past and the modern communication channels in order to define several specific factors in the process of developing a communication mix strategy (type of tourism market, traveler s readiness to make a purchase, the destination development stage, and the brand s market share and positioning). Sophisticated target groups and a modern information and communications technology environment are a serious challenge for tourism industry and it is of great importance to send the right messages through the proper media channels [4, pp ]. The communication in tourism and hospitality is created in order to match each individual need and the overall experience of the consumer - tourist. Every company must be flexible in order to meet the needs of

3 consumers through the creation of suitable communication, and on the other hand enable them to realize their goals and make a profit [5]. From the static webǁ and unidirectional flow of communication until the second phaseǁ of Web 2.0 and bidirectional communication, new levels of relations have appeared. The tourists may create, share, collaborate and communicate. Therefore, Web 2.0 has an enormous impact upon tourists behavior. According to the new information technology trends, tourists started being more adaptive and flexible, and a new consumer profile emerged - the digital users [2, pp.7]. The new type of consumers leads to new experiences. With new technologies being developed, the main interest of tourism lies in exploring the potential of ICTs, and particularly social networking, as strategic instruments for positive enhancement of tourism experiences [6]. As a result of the Web 2.0 concept extension in the tourism sector, there is another innovation called Travel 2.0 which represents a new generation of travel websites. Its new technologies facilitate social collaboration among travellers enabling tourists to share their experiences with fellow travellers [7, pp ]. The credibility and trustworthiness of Travel 2.0 applications are increasing and tourists nowadays trust these travel applications more than professional travel advice [8]. In accordance with the World Travel Trends Report for 2013, the internet increased its dominance as a booking channel to 65% in 2013 with a 10% rise in bookings while travel agency bookings increased by just 4%, resulting in a market share of 24% [3, pp.8]. The effective marketing communications do not lie in what you say, but how you say it, considering the marketing channels and creativity of the message. The traditional approaches to communication put an emphasis on mass media techniques which are less effective in the environment where tourists have access to large amounts of information on destinations, arrangements, hotels, etc. Also, social networks have the most powerful impact on tourism when they rely on the effects of the Web 2.0 while trying to deal with new tourists expectations. In support of such arguments: (a) The European Travel Monitor suggests that six out of ten Europeans who went on a holiday trip during 2012 used the internet; (b) TripAdvisor, which receives more than 60 million unique visitors each month (TripAdvisor, 2012) and more than 125 million reviews and opinions on more than 3.1 million accommodation facilities, restaurants and attractions (TripAdvisor, 2013) and (c) emarketer (2013) found that around million people in the US more than two-thirds of internet users are social network users [9, pp.2]. There are many communication options where consumers can search, interact and share information with other users. There, in the table 2, interactive marketing communication options now available, can be seen [10, pp.6]. Table 2. Digital Marketing Communication Options 37

4 As more aspects of everyday life converge toward digital, opportunities for tourist s organizations to interact with tourists expands dramatically [11]. According to professional opinions, digital marketing channels are important for tourism in global environment due to their influence on the idea of a networked society and organization has become a reality DIGITAL COMMUNICATION OPTIONS IN TOURISM AND HOSPITALITY Digital technologies have contributed to fundamental changes in the tourism industry and determined a better understanding of the decision making process of the travel, tourists behavior during vacation and post vacation activities. Considering different communication channels, social media are more reliable and their content is wide and varied Social media as an important tool for tourism Social media are an interactive relationship between the users, regardless of whether they are individuals or companies who share information, ideas, pictures and impressions. They are also the generators of the new form of communication that leads to networking a large number of users, thus enabling better connectivity and mutual exchange of information. Without doubt, they will be the future of global communication. By 2017, the number of their users is predicted to increase as shown in the following chart (Graph 1) [12].

5 Graph 1: Prediction of the number of users of social networks in the period from As more aspects of everyday life converge toward digital, opportunities for tourist s organizations to interact with tourists expands dramatically [11]. According to professional opinions, digital marketing channels are important for tourism in global environment due to their influence on the idea of a networked society and organization has become a reality. academic literature there is a debate on the classification of the social media types according to their level of social presence or media richnes and the level of selfpresentation or self- disclosure. Six types of social media have been identified: social networking websites (i.e. Facebook, Linkedin), blogs, content communities (i.e.youtube, Flickr, Scrib, Slideshare, Delicious), collaborative projects (i.e. Wikipedia, Wikitravel), virtual social worlds (i.e.second Life), and virtual game worlds (i.e. World of Warcraft). However, there are other types of social media such as microblogs (i.e. Twitter), consumer review and rating websites (i.e. TripAdvisor, Epinions) and internet forums (i.e. ThornTree, Fodor s Travel Talk) [15, pp.13-24]. Social media is an important tool for the analysis of tourists attitudes and this is confirmed by the increased purchases and recommendations to other users. Building a successful service-based brand in tourism means that each offer should be a unique value proposition based on the customer experience. Tourists need to have reliable information in order to reduce unpredictability and create some expectations of what they are going to find at a destination [13]. Due to the uncertainty of tourist services, a traveller should obtain the necessary information in order to make the right decision concerning the travel. Modern tourists have more trust in other travellers opinions using social media rather than official marketing advice [8]. As social media becomes progressively expressive, consumers are able to increasingly influence other consumers with their own opinions and experiences. Since social media is low-cost and bias-free, they offer advantages for marketing communications [14, pp.8,9]. According to the Fotis and the Graph 2: Top 15 web sites of social media in Accelerated development of these social networks points to the fact that within one minute only users write over 98,000 tweets, 695,000 Facebook status updates, set up 79,364 wall posts on Facebook and upload 600 new video clips on Youtube. It is interesting to see that these numbers are increasing by the minute and reflects the users addiction. Social media is classified as the most important things in life of young people. Four fifths of respondents say that they access social networks on a daily basis, whereas 39% of them cannot imagine their lives without social networks. A third of them log in several times per an hour. All of this shows that these networks have significantly changed the manner of communication. This is supported 39

6 by the fact that more than 36% of users prefer to log in to one of the social networks and upload new information or pictures of themselves, rather than calling their friends and sharing the news with them (Graph 2) [12]. Facebook in particular has a great influence over consumer choices globally, especially in the travel sector. The research conducted in 2012 has shown that 76% of travellers post vacation photos on the social network and 40% post activity/attraction reviews. Over 90% of consumers from all over the world say they trust recommendations from friends, such as word-of-mouth, and only 48% of all the travelers who used social media to create travel plans, had gone through with their original travel plans [16, pp.21]. The following two charts (Graph 3, Graph 4) from 2012, show the impact of social media on users according to the category they are informed about, as well as the users region [12]. The Asia Pacific include: Australia, China, Honk Kong, India, Malaysia and Singapore, and the EMEA (Europe, Middle East and Africa) - Germany, France, South Africa, Spain, Sweden and the United Kingdom. Graph 3: Number of travelers who used the social media for gathering the information before travelling, by category Graph 4: Number of travelers who used the social media for gathering the information before travelling, by category and region Evidently, the number of social media is changeable, but their most important role is to encourage users and travellers to post and share their travel experiences, comments and opinions, by having them serve as a source of information for other users. Social media continues to have an impact on communication either positively or negatively depending on the subjects under study and the type of communication (Steven M. Edwards) [17]. Social media requires all marketing activities are integrated and uses persuasive advertising to provide tourists with quality service experience. The electronic word of mouth (ewom) is important for tourist managers to understand this new platform for communication and support customer relationship in the best way. The electronic Word of Mouth can enhance tourists satisfaction due to product or service improvement. At the same time, ewom can solve problems and doubts during the travel and it can help discover what tourists think and say about their experience. However, the main benefit can be monitoring of the company s reputation or even the analyses of the existing competitive strategies [18, pp ]. 40

7 3.2. Tourism study in digital environment Development and diffusion of the Information Communication Technology in tourism contributed to the process that digital media started replacing traditional tourism sources of information. Tourists have changed and they are becoming more sophisticated and require more specific information and specialized media channels. An online research with 4,600 respondents was conducted in October, 2012 across the US, Europe (EMEA) and Asia Pacific (APAC), specifically with Internet and social media users among travellers (who had traveled for leisure purpose in the last 12 months or intended to do so in the next 12 months) [19]. This interesting study collected the most important information related to the impact of social media on tourism. The study revealed that social media had a big influence on travel decisions as 44% of respondents strongly agreed that Internet reviews posted by travel bloggers helped them about their initial decision of vacation destinations. This is followed by 37% online travel forums, 27% Facebook, 24% Youtube/Vimeo and 22% Pinterest. Figure 1. Search for ideas/inspiration on Social Media Platforms There were the different points of influence on deciding the vacation destination and finer details of the trip (Figure 2, Figure3) [19]. Nearly half of the respondents would have used social media to plan their vacation if free Wi-Fi had been available. Globally, over half the travelers polled have used Facebook, Twitter and other social media platforms to get travel inspiration (respondents from Asia and Pacific are leading) (Figure 1) [19]. Figure 2. Initial Destination 41

8 travel forums, 27% Facebook, 24% Youtube/ Vimeo and 22% Pinterest. From those who are social activeǁ, over 50% are likely to download travel applications while planning their vacation before they go. During vacation, the most popular application is (by 15%) Google Maps (Figure 4) [19]. After that come city guides, local weather, restaurant finder apps and public transportation apps. Figure 3. Finer Details Only a third of those polled agreed that loyalty programs influenced their choice of holiday destination. Deal sites are also low in usage in making a decision on destinations. Sales and promotion are fourth on the list of what influences the decision on where to go on vacation, leading to the conclusion that more linkage is required for loyalty programs and promotional sales to rise as a driver of influence. 44% of respondents strongly agree/agreed that Internet reviews by travel bloggers helped with the initial decision of holiday destinations, with the most trusted sources of vacation research coming from holiday makers themselves. This is followed by 37% online Figure 4. The most popular applications during vacation The survey s results (Figure 5) regarding top 5 things travellers are most likely to comment about online have indicated that travellers enjoy commenting on shopping, local cuisine, fine food, historical sites, museums and galleries, as well as amusement/theme parks [19]. 42

9 Figure 5. Most likely Topics to be Commented about Online Positive experiences are more likely to be posted and there are clear variations in what travellers share online regarding their vacations. Travellers form Asia and Pacific enjoy commenting about shopping and fine food more than anywhere else while travellers from Europa comment about historical sites more than the other regions, which is in correlation to their interest. The same can be said about US travellers and their comments on museums and galleries as well as amusement/theme parks. Digital users in tourism can interact and share information with other tourists/friends using different platforms (blogs, forums, wikis, video and photo sharing to social networks, virtual communities, chat rooms and podcast). The most popular activity during and post vacation among tourists is sharing selfmade videos or photos. After vacation almost 25% are proactive travellers writing reviews versus 20% of them who do it during vacation. Travellers from Asia Pacific are more likely to share blogs posts or news stories related to their travel destination, while on vacation and US travellers are much more likely to write a review on a travel related to these forums while on vacation. The growth in travel in related applications is likely to continue and the tourism industry has to understand the motivating factors and travellers needs in order to make communities based on mutual interests. 4. THE MOST POPULAR DIGITAL MEDIA IN TOURISM AND HOSPITALITY Tourism and hospitality industry exposed itself to a number of digital marketing strategies and tourism is converted as a hotspot to social media strategy makers Social media Besides the various social networks, there will be emphasis on only some of them. Facebook is the leading social network, but also one of the most visited websites in the world. The number of users amounts to millions. In 2011 it has recorded over 500 million users, only five years upon the establishment of network for the general public. According to the statistics every 13th inhabitant of the planet has used this largest social network for communication. Interestingly, more than 350 million of them access it via their mobile phones, which 43

10 represents more than a half of the overall approach. This number of Facebook users will grow in future, as presented in the following graph (Graph 5) [20]. Graph 5: Prediction of the number Facebook users from Besides the personal profiles Facebook also enables the creation of business profiles or "fan pages" of various companies, including hotels, travel agencies, airplane companies etc. Just a year since it kicked-off and, Facebook had 100,000 different company profiles. The reason for this was the change in communication stemming from the new information technologies, such as the Internet and online services. The reasons for opening a business profile are numerous and we shall focus on the main ones: Visibility: When people search Facebook for information about a particular hotel brand, it can easily be found. 33% of users search for information about a product or service on Facebook and 51% of them prefer to buy products or services via the company s direct Facebook page. Connection: one-to-one interaction with the customers is one of the most important items in the hotel business because of the specific services they offer and their intangibility. Most users access the fan page of a hotel company or a well-known brand to show preference to their friends. The consequence of such tendency results in the fact that every user has on average about 10 "fan pages" from different companies. When accessing a particular website, users are allowed to like the page thus providing the given site with insight into their list of friends. This list then becomes the company s list of potential clients. This points to the fact that 60% of users recommended a particular brand to their friends, and even 68% of them bought a product or service on the recommendation of friends from Facebook. In the tourism business, Facebook has the biggest impact, because 52% of users get new ideas about their next the trip, simply by viewing the pictures of their friends. Discernment: an analytical overview of the profile provides a deeper understanding of users. Thus companies can send messages that suit customers interests and needs [21]. In addition to these advantages there is another, perhaps the most important one Facebook marketing. The fact that it has changed the way of communication and therefore the marketing business. If tourism companies want to be competitive in the today s market, they need to continually invest in marketing and tracking trends if they want to stay on top and ahead of the competition. Tourism companies which use the power of social networks and innovate marketing channels, are on their way to success. In 2012, the importance of using Facebook in the marketing business was based on the following facts; 42% of marketing experts say that Facebook is important for their business because it is an essential tool for the online marketing. Almost half of the surveyed company owners indicated that Facebook is an essential part of the marketing strategy; In the last three years, the number of marketing experts who say that Facebook is the key to marketing companies, has increased to 75%. This percentage will inevitably increase together with the increase of companies that 44

11 use Facebook for marketing purposes; 77% of companies have acquired customers B2C and 43% B2B, indicating that Facebook is an excellent investment for the marketing budget; 80% of social network users in the USA prefer to connect to the appropriate brand on Facebook. Companies can connect with all customers who are interested in their products and services. To achieve optimal results, messages and information should be published in real time, rather than automatically; A new type of marketing through social networks is 62% cheaper than the traditional one [22]. In 2013 Twitter had around 640, 000 million registered users, and average 58 million of tweets per day [23]. A Hotel, restaurant, pub or any other business can join Twitter, which allows them to post information, but also to follow the comments of other users, or their competitors. Thus, hotels can announce that they offer a new cocktail at their bar, a new type of massage, favorable weekend package, and discount for children, etc. Twitter is very convenient because of its speed, and the possibility of publishing an unlimited number of tweets in a day that are immediately available to all Twitter users. An interesting example is the famous "Coffee Ground" in Texas. Their store Manager wanted to go a step forward in regards to his competitors, even those much larger than himself. He was one of the first who started ordering on Twitter so called "take to-go". Thanks to the rapid development of social networks and a large number of users, this way of ordering is becoming more and more popular in this coffee shop [24] The use of mobile phones The major reason for the mass use of social networks primarily lies in browsing videos on Facebook, with an increase of 47% on PCs and mobile phones, whereas the number nearly doubled with the appearance of tablet devices. Tripadvisor conducted research to better understand the needs of mobile phone users. The research was based on the process of planning a trip via mobile phones. The results showed that 52% of respondents searched for a restaurant, 46% read about destinations, 45% read guest reviews, while 42% of those reviews or book accommodation. Also, 30% of tourists use their mobile phone applications to find information about hotels, while 29% of them searching for the cheapest airline ticket. Not only do the customers gather information before travelling, they also do it during the trip [25]. All of the above mentioned figures are quite high and show the powerful impact of mobile phones on tourism nowadays. In order to continue the following trends it is necessary to develop new applications in accordance with the development of technology, and customers behavior. It s a global trend that travelers place great importance on keeping in touch with friends and family with their mobile device than keeping up-to-date with current affairs [19] Figure 6. Mobile Device Usage 45

12 The international travel industry needs to be more adaptable for the future growth of bookings via smartphones and tablets. Social media have already settled themselves as key sources of information for consumers before, during and after their trips. Consumers mostly use their smartphones and tablets for travel information purposes but have not yet started making bookings through the devices to any great extent. Worldwide bookings by smartphone account for only about 2% in developed markets (USA, Europe, Japan) in As the tourist market becomes more fragmented and diverse, tourists need for high-speed travel decision making is bigger, the travel industry should be able for this. Mobile bookings are more customer-friendly options, including better travel apps, introduced. Access to websites by mobile devices has escalated from just 2.9% in 2010 to over 14% in 2013, growing about 4-5 times in most parts of the world, especially in Asia (Figure 6) [3, pp.25] Tourist sites in support of the hotel booking process Looking at the growth and development in recent years, one can see that the electronic sale has become one of the largest forms of sale in the world, when it comes to the number of visitors and earnings, and all thanks to the various tourist sites whose purpose is to promote travel. Travel sites with guest comments are the most popular source of information, with a 69% share, followed by 57% share of travel agencies sites, 56% are sites of tour operators and less than 18% are those based on traditional travel agencies. These data show the importance and the growing number of online travel agencies. Today, the guests impressions about their stay are collected through all booking systems and important websites including Expedia, Booking, HRS, Hotels.de, Tripadvisor and all social networks. This method shortens the time needed to reach all relevant comments and prevents the possibility of any comment being passed unnoticed. All comments are made public, and potential guests can read them when looking for information about the hotel. In the case the comments are false; the hotel has the right to have them removed [26, pp.237]. The most popular websites are online travel agencies such as Expedia, Travelocity and Priceline. There are also browsers, such as Google and Yahoo, as well as the company's websites of hotels, airlines and others. Tripadvisor is a travel website which provides information about hotel facilities, with over 100 million views and comments. In 2012 it encompassed more than 2 million tourism companies in more than 116,000 destinations around the world [25]. Research shows that it s a common misconception that guests mostly write bad comments upon having a bad experience. In fact, the exchange of positive experiences through comments is their main motivation shown by the following statistics from 2011; 74% of respondents said that they write comments because they want to share their positive experience with other visitors; 78% of respondents write comments in order to provide useful information to other visitors to facilitate their decision-making; 71% of visitors said that they like to see the basic information about those who wrote the comment, as well as their total number of comments and what they wrote about other hotels; 67% of visitors said that they view photos posted by other visitors which they find very helpful when looking for a new hotel; 59% of respondents said that when reading comments, they tend to ignore the extreme ones, which are significantly different from the others; Only 5% of respondents said that they tend to read the negative comments when browsing hotels, so as to avoid potential pitfalls [27]. 46

13 The Tripadvisor made another survey which revealed that hotel guests expect the hotel management to actively respond to their criticism, and solve problems if necessary. Test results obtained in 2011 are as follows; 57% of respondents said that when they see the hotel management responding to comments, it entices them to choose that hotel, rather than the one whose management does not respond; 84% of visitors agree that seeing managers responding to bad comments, improves their impression of the hotel; 78% of respondents believe that when management responds to criticism, they care for and respect their guests, unlike the management which ignores them; 64% of visitors agreed that an aggressively defensive management response provoked by a bad comment would have them refuse to book that hotel [27]. Expedia.com recommends for all sites visitors to book through them due to the following reasons. Firstly they have the largest selection of over 240,000 hotels worldwide, more than 140 airlines and 11 million trusted reviews of other guests; they provide cost savings, because getting the best deals and the lowest prices, and can save up to 525 $ on a package that includes airfare and stay in a hotel; they are always available for visitors and they can contact them by phone or mail at any time, and they provide support for 24 hours before, during and after the trip [28]. The Travelocity offers information about more than 700 airlines, over 50,000 hotels and more than 50 rent -a- car companies. It also offers more than 6,500 packages as standard, and cruise [28]. This tourist site is a task offer for the ipad, the application designed specifically for them. This application provides users with the ability to plan your trip while travelling. Through it you can book a return air ticket or a ticket in one way only, hotel, rent- a- car, etc. " MyTrips" option provides the ability for users to always have all the information with them, without using another computer, print brochures and documents. Using this application you can also find the closest airport or hotel in relation to the location where you currently are, which is very important if you are in a foreign country. The users of this application have access to exclusive offers of various hotels. This exclusive offer is altered on a daily basis and necessary to be monitored in order not to miss a good opportunity, the best offer of tourists arrangement Hotel blogs as source of information Blogs offer new opportunities for hotel companies as a real-time communication between both sides, companies and customers. The first role of a hotel blog is to inform its customers and provide them with additional information. The second role is to establish a good relationship based on the customers positive experience. That helps hotels and companies create a positive attitude and attract new customers. Another important issue is the knowledge and information shared among the employees, which put posts (messages) at the right time. It is clear that all blogs visitors are potential customers. This is indicated by the following data from 2013; 42% of customers visit blogs for information about potential travel; 52% say that blogs have an impact on the choice of their purchases; 57% of marketing professionals say that they have acquired new customers through blogs. According to the magazine "Fortune 500ǁ, only 34% of companies maintain corporate blogs, despite this high percentage [29]. The benefits of a hotel blog can be tangible or intangible. Tangible benefits: Publication of the news is much faster than if the company does not maintain a blog; The most valuable aspect of the blog is its ability to interact with all customers. That 47

14 enables a two-way communication between the company and the blog visitors; Increase in the number of the blog visitors and the number of visits to the site; Increase in the number of searching results. Intangible benefits: Positioning the organization as an forward thinking industry leader The company builds its personal identity [30] The new world is growing very rapidly and requires quickly responses. Travel blogs should be seen as serious entrepreneurial activity of taking advantage of information technology for tourism. In particular, bloggers cultivate trust by interacting with their readers/followers via social media, making recommendations, based on their personal experiences and views Forum as means of communication between customers As it was emphasized that social media, including Facebook, Skype and blogs play a major role in travel planning for most people around the world, it could be added to the list forums and review sites as well. Once again the Chinese (95%) and the Brazilians (84%) are the heaviest users but two-thirds of Europeans and Americans check out what people are saying as well (Figure 7) [3, pp.25,26]. 48 Figure 7. Travel blogs, Travel Forums, Review Sites Forums are independent online sites or part of a website that provides a virtual discussion among visitors. These travel forums are conceived as a major informant available to everyone in finding the information which customers need before and during the trip. Forums that are on the site of some travel agencies, organizations, hotels, are usually thematically linked to the site where they are located. They are mainly based on the exchange of experiences from the past between service users. It could be realized that the orientation towards tourists obliges managers to continuously supervise their expectations in relation to the communication channels that are on the market. It is considered that the marketing will be more challenging with delighted tourists who eventually establish "rigorous" standards which are expected as regular for certain quality of products and services [31, pp.260]. 5. CONCLUSION Digital technology enables tourism and hospitality industry to have appropriate insight into the tourist world. Modern marketing communications will be mostly concentrated on the improvement of relationships in social media and adapting to tourists needs. Social media has been identified as one of the important competitive tools in terms of tourism and hospitality marketing. Tourism and hospitality companies have begun integrating social media with other channels and try to deliver proactive customer service in order to be successful in this area. They try to engage their customers with multichannel integrated communications and encourage them to talk about and recommend good experiences. Today tourists are faced with new digital technology that can help them improve

15 services and make their online experiences more personalized and more relevant - the Web 3.0. Besides many preferences of the next generation technology, certainly, the big challenge for Tourism and Hospitality in the future will be facing obstacles with privacy and information reliability. REFERENCES [1] Poster, M., Digitally Local, communications technologies and spaceǁ, published by Die Deutsche Bibliothek, Communications in the 21st Century Edited by KristófNyíri, [2] Buhalis, D., Jun, H.S., E-Tourism, Contemporary Tourism Reviewsǁ, Goodfellow Publishers Limited, Oxford, [3] ITB World Travel Trends Report 2013/2014, ITB Berlin-The World s Leading Travel Trade Show, Messe Berlin GmbH, December [4] Edelman, D., Branding in the digital ageǁ, Harvard Business Review, 88(12), [5] Živković,R., Gajić. J., The impact of the behavior changes of tourists in shaping hotels, Hores, Belgrade, international scientific and professional symposium, 2008th ISBN [6] Neuhofer,B.,Buhalis,D.,Ladkin,A.,, A Typology of Technology-Enhanced Tourism Experiencesǁ, International Journal of Tourism Research, Int.J.Toruism Res., Published online in Wiley Online Library (wileyonlinelibrary.com) DOI: /jtr.1958, [7] Del Chiappa, G., Trustworthiness of Travel 2.0 applictions and their influence on tourist behavior: an empirical investigation in Italy,In Lawǁ, R., Fuchs, M.&Rucci, F.(Eds.), Information and Communication Technologies in Tourismǁ, New York, N.Y: Springer, [8] Živković, R., Gajić, J., Brdar., The impact of social media on Tourism, The first International Conference SINTEZA, The impact of the Internet on Business Activities in Serbia and Worldwide, Singdunum University, Belgrade, April, [9] Fotis, J., Buhalis, D., Rossides, N., Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Marketsǁ, International Journal of Online Marketing, 1(4), 1-19, October- December [10] Hudson, S., Roth, M., Madden, J.T., (2012), [11] Customer Communications Management in the New Digital Era, Center for Marketing Studies, Darla Moore School of Business, University of South Carolina, USA. [12] Mulhern, F. (2009). Integrated marketing communications: from media channels to digital connectivity, Journal of Marketing Communications, 15(2-3), [13] Which Social Networks Are Growing Fastest Worldwide?, Twitter, Google+ see major gains in active users. Retrieved May 13, 2013, from h-social- Networks-Growing-Fastest- Worldwide/ [14] Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., Services marketing: Integrating customer focus across the firmǁ, 4th ed. London: McGraw-Hill, [15] Kotler,P., Kartajaya,H., Setiawan,I., Marketing 3.0., John Wiley&Sons,inc, New Jersey,, [16] Fotis, J., Buhalis, D., Rossides N., Social media use and impact during 49

16 the holiday travel planning processǁ, Information and Communication Technologies in Tourism, [17] Hudson, S., Roth, S. M., Madden, J.T., Customer Communications Management in the New Digital Eraǁ, Center for Marketing Studies, Darla Moore School of business, University of South Carolina,January [18] Edwards, S., A Social Media Mindset, Temerlin Advertising Institute at Southern Methodist Universityǁ, Vol 12 No 1 Fall 2011, Available from accesed ) [19] Litvin,W,S., Goldsmith,E,R., Pan, B., Electronic word of mouth in hospitality and tourism managementǁ, Tourism Management, Vol. 29, Issue 3, june [20] Text100Digital Index: Travel&Tourism Study, retrieved December, 2013 from [21] Facebook Statistics, Stats&Facts For Retrieved January 2014, from k-statistics- stats-facts-2011/ [22] RetrievedFebruary,2014from view/ stries/travel [23] Strohmaier, R., Facebook Marketing Stats Every Business Should Know, Retrieved October, 2012, from [24] Twitter Statistics, Retrieved March, 2014, from retrieved at February, [25] How Hospitality Companies are Using Social Media for Real Results, Retrieved March, 2014, from ity-social- media/ [26] retrieved at February, [27] Živković, R., Gajić, J., Aleksić, A., Hotel s strategies in cases of customer dissatisfaction with services, Hotel Company, Hores, Belgrade, International Scientific Expert Symposium, Zlatibor, 2013 [28] Survey Finds Half of TripAdvisor Users Will Not Book a Hotel that Has No Reviews, Retrieved Decembar, 2013, from finds-half-oftripadvisor-users-will-not-book-a-hotelthat-has-no-reviews html [29] Travelocity.com,Inc.History.RetrievedJa nuary, 2013 from ompany- histories/travelocity-com-inchistory/ [30] Pick, T., Compelling Social Media and Marketing Statistics for 2013 (2014) Retrieved December, 2013 from cial-media/103-compelling-socialmedia-marketing- statistics #!Dcy0M [31] Čavić, B. Elektronska sredstva komunikacije u funkciji unapređenja poslovne komunikacije. Singidunum revija br. 2. Univerzitet Singidunum, Beograd, 2010, str 360. [32] Živković, Gajić, Brdar, Tourists as drivers of innovation in tourism, VIII International Scientific Conference, Tourism: Challenges and Opportunities, Trebinje,

Get started and get better Erwin Taets VIVES Leisure Management Research & Expertise Center

Get started and get better Erwin Taets VIVES Leisure Management Research & Expertise Center Social Media 2.0 Get started and get better Erwin Taets VIVES Leisure Management Research & Expertise Center VIVES previously known as KATHO new name: VIVES since September 2013 VIVES = you will live in

More information

The Social Commerce Revolution. Let s Get Personal TTI Spring 2013

The Social Commerce Revolution. Let s Get Personal TTI Spring 2013 The Social Commerce Revolution Let s Get Personal TTI Spring 2013 About Us Leading online technology partner of the world s biggest travel brands Enable our customers to retail travel products online and

More information

Social MEDIA in the hospitality

Social MEDIA in the hospitality Social MEDIA in the hospitality and leisure industry foreword We are delighted to share with you the insights from our survey undertaken across Senior Executives in the hospitality and leisure sector.

More information

The Indian Digital Traveler Research. November 2017

The Indian Digital Traveler Research. November 2017 The Indian Digital Traveler Research November 2017 Introduction CEO foreword Travelport s Global Traveler survey is rich with insights and stories about the modern traveler. The findings demonstrate the

More information

Tourism Business Portal. Digital Toolbox

Tourism Business Portal. Digital Toolbox Tourism Business Portal Digital Toolbox Introduction 4 Communication channels 5 Social media 5 Facebook 5 Instagram 6 Pinterest 6 Twitter 7 Travel booking and review sites 7 Hotel booking sites 7 Flight

More information

SOCIAL MEDIA MARKETING TOOLKIT. Social Media - Marketing Toolkit 1

SOCIAL MEDIA MARKETING TOOLKIT. Social Media - Marketing Toolkit 1 SOCIAL MEDIA MARKETING TOOLKIT Social Media - Marketing Toolkit 1 INTRODUCTION Social media is here to stay. That s a good thing. It can help you better serve and understand your customers. There are dozens

More information

GUIDE Introduction to Social Networks. A Guide to Getting Started on Social Media

GUIDE Introduction to Social Networks. A Guide to Getting Started on Social Media GUIDE Introduction to Social Networks A Guide to Getting Started on Social Media Introduction to Social Networks A Guide to Getting Started on Social Media Getting Started With a growing number of social

More information

REACHING THE WE, MORE, NOW GENERATION THE RISE OF MILLENNIALS ( ) ACROSS ASIA

REACHING THE WE, MORE, NOW GENERATION THE RISE OF MILLENNIALS ( ) ACROSS ASIA REACHING THE WE, MORE, NOW GENERATION THE RISE OF MILLENNIALS (1977-1995) ACROSS ASIA Eva Ng Vice President, Nielsen Greater China August 25, 2016 MILLENNIALS REPRESENT ¼ WORLD POPULATION AND WILL DOMINATE

More information

A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism

A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism Surya Ramdas. Director, Padmashree Dr. D Y patil Institute of Management Studies, India. E-mail:

More information

Social Networking Building Your Brand Using Social Media and Web 2.0

Social Networking Building Your Brand Using Social Media and Web 2.0 Building Your Brand Using Social Media and Web 2.0 What is Social Networking? Social networking is engaging with people on the Internet who share interests and/or activities. Most social network services

More information

An Introduction to Social Media

An Introduction to Social Media An Introduction to Social Media This document was composed by Elite Worldwide, with considerable contribution from Dice Media, for the use of the Elite Pro Service Colleagues. This document will eventually

More information

Social Media Marketing. ACCORD Corporation Bridgette Winicki

Social Media Marketing. ACCORD Corporation Bridgette Winicki Social Media Marketing ACCORD Corporation Bridgette Winicki Outline General Information Getting Started Different Social Media Accounts Benefits of using How to Create an Account for it Getting the Best

More information

IMPACT OF SOCIAL MEDIA ON TOURISM INDUSTRY

IMPACT OF SOCIAL MEDIA ON TOURISM INDUSTRY Inspira- Journal of Modern Management & Entrepreneurship (JMME) 48 ISSN : 2231 167X, General Impact Factor : 2.3982, Volume 07, No. 04, October, 2017, pp. 48-52 IMPACT OF SOCIAL MEDIA ON TOURISM INDUSTRY

More information

New Wi-Fi Environments and emarketing Opportunities

New Wi-Fi Environments and emarketing Opportunities New Wi-Fi Environments and emarketing Opportunities Wi-Fi and emarketing for the Retail and High User Density Environments The Future of WiFi Information Series The New Environments: Monetizing a Retail

More information

Introduction to digital marketing

Introduction to digital marketing Introduction to digital marketing with emphasis on social media DAVID FERNANDO TERRA FERMA MEDIA LTD www.terrafermamedia.com Marketing communications agency: website design & build social media marketing

More information

MODULE 5 SELLING IDEAS. Wake up your customer

MODULE 5 SELLING IDEAS. Wake up your customer "Funded by the Erasmus+ Program of the European Union. However, European Commission and Turkish National Agency cannot be held responsible for any use which may be made of the information contained therein.

More information

2015 Hospitality Consumer Report. Get ahead of the biggest trends in the lodging and dining industries

2015 Hospitality Consumer Report. Get ahead of the biggest trends in the lodging and dining industries 2015 Hospitality Consumer Report Get ahead of the biggest trends in the lodging and dining industries Welcome to Our 2015 Hospitality Consumer Report If you ve got customers or guests, it s likely you

More information

Table of Contents: 1. Get found 2. Convert web visitors to patients 3. Analyze what works

Table of Contents: 1. Get found 2. Convert web visitors to patients 3. Analyze what works Table of Contents: 1. Get found a. Your website b. Your blog c. Social media 2. Convert web visitors to patients a. Creating landing pages b. Choosing a marketing firm specializing in inbound marketing

More information

MULTI-NATIONAL TRAVEL TRENDS Connecting the Digital Dots: The Motivations and Mindset of Online Travelers

MULTI-NATIONAL TRAVEL TRENDS Connecting the Digital Dots: The Motivations and Mindset of Online Travelers MULTI-NATIONAL TRAVEL TRENDS Connecting the Digital Dots: The Motivations and Mindset of Online Travelers METHODOLOGY ONLINE SURVEY Sample Size Total: n=8006 Australia: n=1000 Canada: n=1001 China: n=1000

More information

My client is asking about social media. Now what?

My client is asking about social media. Now what? My client is asking about social media Now what? My Story Karen Emanuelson 20+ years of marketing experience Owner of Reciprocate LLC, a Marketing Solutions firm Develop and Implement Traditional and

More information

Mojisola O. Odewole Osun State University Library, Osogbo, P. M. B. 4494, Osogbo, Osun State, Nigeria

Mojisola O. Odewole Osun State University Library, Osogbo, P. M. B. 4494, Osogbo, Osun State, Nigeria The Role of a Librarian in Using Social Media Tools to Promote the Research Output of HIS/ HER Clienteles Mojisola O. Odewole Osun State University Library, Osogbo, P. M. B. 4494, Osogbo, Osun State, Nigeria

More information

Thai Population in 2013 and 2020, by age range. Year 2020 (Million People) Year 2013 (Million People)

Thai Population in 2013 and 2020, by age range. Year 2020 (Million People) Year 2013 (Million People) Voice of Thai consumers from INTAGE (Thailand) Co., Ltd. is INTAGE Thailand s regular publishing to our valued clients to inspire them with insightful information about the current issues or topics of

More information

Mobile Marketing. This means you need to change your strategy for marketing to those people, or risk losing them to your competition.

Mobile Marketing. This means you need to change your strategy for marketing to those people, or risk losing them to your competition. Mobile Marketing Introduction Mobile marketing is one of the fastest growing segments of online marketing. Over the last two to three years, the number of people who access the internet on mobile devices

More information

Social Media Marketing

Social Media Marketing A Marketing Automation Guide To Social Media Marketing 1 27 January 2010 ActiveConversion.com : Social Media Introduction B2B marketers can target their messages and advertising directly to the audience

More information

Passport to Social Media Marketing. Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association

Passport to Social Media Marketing. Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association Passport to Social Media Marketing Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association Introducing: Samantha Rufo President, nxtconcepts, Ltd. & the myguidesites.com 12 years ski industry experience

More information

GWI Social. Summary Q3 2014

GWI Social. Summary Q3 2014 GWI Social Summary Q3 2014 GlobalWebIndex s quarterly report on the latest trends in social networking providing insights on topline and national levels of engagement as well as current behaviors across

More information

WHAT EVERY B2B MARKETER NEEDS TO KNOW

WHAT EVERY B2B MARKETER NEEDS TO KNOW WHAT EVERY B2B MARKETER NEEDS TO KNOW The news is out: B2B marketing isn t boring. In fact, traditional consumer-driven tactics are being adopted to create inspiring campaigns that help attract new prospects,

More information

STATISTICS Cheat Sheet

STATISTICS Cheat Sheet STATISTICS Cheat Sheet Social Media Statistics There are more than 2 billion active social media users 74% of internet users are using social media, with women (76%) having a slight edge over men (72%).

More information

Change is the law of life. And those who look only to the past or present are certain to miss the future. 5/14/2013

Change is the law of life. And those who look only to the past or present are certain to miss the future. 5/14/2013 Counseling Students Using Social Media Topics for Discussion Millennial Students Communication Style Creating a Social Media Program How to Engage Students Imagine the Possibilities Change is the law of

More information

KEY FINDINGS. 2 New trends in global shopping habits. Smartphones are increasingly important during all stages of the consumer journey

KEY FINDINGS. 2 New trends in global shopping habits. Smartphones are increasingly important during all stages of the consumer journey KEY FINDINGS 1 Smartphones are increasingly important during all stages of the consumer journey 2 New trends in global shopping habits 3 Social media s influence varies widely by country METHODOLOGY To

More information

Maximize YOUR REVENUE

Maximize YOUR REVENUE Maximize YOUR REVENUE DIRECT WEB SALES ACCORHOTELS APP MARKETING MAGIC THE LOYALTY ADVANTAGE WORLDWIDE SALES POWER CLEVER CUSTOMERS CONTACT CENTERS REVENUE MANAGEMENT DIRECT WEB SALES BOOST YOUR DIRECT

More information

White Paper. Cole. Steps to Maximize Online Exposure

White Paper. Cole. Steps to Maximize Online Exposure White Paper Steps to Maximize Online Exposure 1 Steps to Maximize Online Exposure Contents Introduction 3 Start with the Basics 3 Tackle Social Media 5 Start a Blog 6 Reach out with Email 7 2 Steps to

More information

Social Media Navigating the Slippery Slope. Wednesday, 10am April 28, 2010 PNSAA

Social Media Navigating the Slippery Slope. Wednesday, 10am April 28, 2010 PNSAA Social Media Navigating the Slippery Slope Wednesday, 10am April 28, 2010 PNSAA Introducing: Samantha Rufo President, nxtconcepts, Ltd. & the myguidesites.com 13 years ski industry experience NOW Marketing:

More information

A Cure for the Common Cold-Call

A Cure for the Common Cold-Call Social Media Companies that market primarily on a business-to-business (B2B) basis have been slow to move beyond the traditional outbound marketing tactics to a more inbound, social marketing strategy.

More information

ASIAN JOURNAL OF MANAGEMENT RESEARCH Online Open Access publishing platform for Management Research

ASIAN JOURNAL OF MANAGEMENT RESEARCH Online Open Access publishing platform for Management Research Online Open Access publishing platform for Management Research Copyright by the authors - Licensee IPA- Under Creative Commons license 3.0 Research Article ISSN 2229 3795 The impact of social networking

More information

LYFE MARKETING:MEET THE PUBLISHER

LYFE MARKETING:MEET THE PUBLISHER The Best Social Media Platforms for Social Media Marketing in 2018 LYFE MARKETING:MEET THE PUBLISHER LYFE Marketing is a digital marketing agency. We help small businesses develop and implement digital

More information

2018 TRAVEL TRENDS, ATTITUDES AND USAGE WEX

2018 TRAVEL TRENDS, ATTITUDES AND USAGE WEX 2018 TRAVEL TRENDS, ATTITUDES AND USAGE WEX Key Research Insights January 2018 1 Background & Objectives WEX has engaged Mastercard to conduct primary consumer research that addresses how travelers view

More information

Keywords Social networking, Mobile Social Networking, user behavior, Saudi Arabia

Keywords Social networking, Mobile Social Networking, user behavior, Saudi Arabia Volume 7, Issue 5, May 2017 ISSN: 2277 128X International Journal of Advanced Research in Computer Science and Software Engineering Research Paper Available online at: www.ijarcsse.com Understanding Users

More information

Innovations and Online Marketing Services Trends in Albanian Tourism Sector

Innovations and Online Marketing Services Trends in Albanian Tourism Sector Innovations and Online Marketing Services Trends in Albanian Tourism Sector Abstract Elton Noti, Phd University Alexander Moisiu, Durres eltonoti@gmail.com Brunela Trebicka, Phd University Alexander Moisiu,

More information

CLAIMING YOUR BUSINESS LISTING AND OWNING IT

CLAIMING YOUR BUSINESS LISTING AND OWNING IT CLAIMING YOUR BUSINESS LISTING AND OWNING IT WHY CLAIM YOUR SPACE? More credibility in searches You can edit information about your business The ability to customize and add photos Respond to reviews about

More information

The New Hotel Booking Path to Purchase: The Mobile, Social, and Online Journey

The New Hotel Booking Path to Purchase: The Mobile, Social, and Online Journey The New Hotel Booking Path to Purchase: The Mobile, Social, and Online Journey 2012 August 2014 About this study 2 For many products and services, the explosion of digital and mobile platforms has created

More information

The single source of truth: Data as the basis for successful Destination Management in the future

The single source of truth: Data as the basis for successful Destination Management in the future The single source of truth: Data as the basis for successful Destination Management in the future Everything that can be digitalized, will be. (Eric Schmidt, former Google CEO) So many options where to

More information

Who s Here Today? B2B Social Media: Why?

Who s Here Today? B2B Social Media: Why? Who s Here Today? Agenda B2B Social Media Going Beyond LinkedIn B2B: Why Use Social Media? Best Practices Facebook LinkedIn Twitter Analytics B2B Social Media: Why? B2B Social Media: Why? B2B Social Media:

More information

Introduction to digital marketing

Introduction to digital marketing Introduction to digital marketing with emphasis on social media DAVID FERNANDO TERRA FERMA MEDIA LTD www.terrafermamedia.com Marketing communications agency: website design & build social media marketing

More information

Specific Function of E-Marketing in Developement of Management in Tourism in Libya

Specific Function of E-Marketing in Developement of Management in Tourism in Libya Specific Function of E-Marketing in Developement of Management in Tourism in Libya Ali Abdulghani Ali Founjah University Singidunum Abstract Tourism is considered to be the most diverse and largest industry

More information

Social media and user-generated content: the key roles of publishers and libraries in the future.

Social media and user-generated content: the key roles of publishers and libraries in the future. Social media and user-generated content: the key roles of publishers and libraries in the future. Apantree Kandet* Librarian Practitioner Academic Resource Center The changes from the information society

More information

Print Advertising. in 2015 and beyond

Print Advertising. in 2015 and beyond Print Advertising in 2015 and beyond PRINT USED TO BE THE LOGICAL CHOICE FOR ALL MARKETERS. It was also one of the very few choices a brand had. Today though a marketer has more than 60 advertising channels

More information

Local Tourism Promotion through Multilingual Vlog in Garut, Indonesia

Local Tourism Promotion through Multilingual Vlog in Garut, Indonesia Local Tourism Promotion through Multilingual Vlog in Garut, Indonesia 1 Pandu Purwadi, 2 Aini Novianty, 3 Deden Ardi Nugraha, 4 Yuanda Lestari 1,4 Facuty of Humanities, Padjadjaran University,Sumedang,

More information

A ROLE OF SOCIAL NETWORKS IN CREATING A MARKETING CONCEPT OF HOTEL COMPANIES

A ROLE OF SOCIAL NETWORKS IN CREATING A MARKETING CONCEPT OF HOTEL COMPANIES ICT IN TOURISM & HOSPITALITY A ROLE OF SOCIAL NETWORKS IN CREATING A MARKETING CONCEPT OF HOTEL COMPANIES Filip Đoković, Ivana Damnjanović, Vladimir Džamić Singidunum University, Faculty of business in

More information

HOW TO MASTER DIGITAL MARKETING

HOW TO MASTER DIGITAL MARKETING HOW TO MASTER DIGITAL MARKETING Defining Industry Terms Intimidated by marketing industry terms and techie business lingo? Well then, this handy dandy cheat sheet is for you. You re welcome. Organic SEO

More information

A Study on Awareness of Digital Marketing amongst Students in Twin Cities

A Study on Awareness of Digital Marketing amongst Students in Twin Cities A Study on Awareness of Digital Marketing amongst Students in Twin Cities Ms. K. Jesmy Thomas Assistant Professor, St. Joseph s Degree & PG College Mrs. Tiljy Thomas Lecturer, St. Francis College for Women

More information

STEPS TO TRANSFORMATIVE CUSTOMER SERVICE INCORPORATING SOCIAL MEDIA INTO YOUR CUSTOMER SERVICE STRATEGY

STEPS TO TRANSFORMATIVE CUSTOMER SERVICE INCORPORATING SOCIAL MEDIA INTO YOUR CUSTOMER SERVICE STRATEGY STEPS TO TRANSFORMATIVE CUSTOMER SERVICE INCORPORATING SOCIAL MEDIA INTO YOUR CUSTOMER SERVICE STRATEGY 1 6 Steps to Transformative Customer Service Customer experience is the new marketing. Consumers

More information

Social Media Networking What is all the chirping about and why should you join in with the chorus?

Social Media Networking What is all the chirping about and why should you join in with the chorus? Social Media Networking What is all the chirping about and why should you join in with the chorus? Beginning with the basics: What is a social network exactly? Worry not my friends, becoming a part of

More information

Premium Advertising Sweden UK France Germany. On behalf of Widespace

Premium Advertising Sweden UK France Germany. On behalf of Widespace Premium Advertising Sweden UK France Germany On behalf of Widespace Content Study design Management Summary Sample Results Total Sweden UK France Germany Contact 2 Study design Study characteristics Sample

More information

SOCIAL MEDIA OPTIMISATION

SOCIAL MEDIA OPTIMISATION Did you know that Social Media is a growing source of leads and customers? The amount of time your target market spends on social media is ever-increasing. What is Social Media Optimisation? Social media

More information

Terms and Conditions LEGAL NOTICE

Terms and Conditions LEGAL NOTICE - 1 - Terms and Conditions LEGAL NOTICE The Publisher has strived to be as accurate and complete as possible in the creation of this report, notwithstanding the fact that he does not warrant or represent

More information

Terms and Conditions

Terms and Conditions Terms and Conditions LEGAL NOTICE The Publisher has strived to be as accurate and complete as possible in the creation of this report, notwithstanding the fact that he does not warrant or represent at

More information

A STUDY OF DMO VISITOR GUIDES

A STUDY OF DMO VISITOR GUIDES A STUDY OF DMO VISITOR GUIDES User Profile, Usage & Conversion Research conducted for the WACVB Education & Research Foundation by Destination Analysts, Inc. PROJECT OVERVIEW & METHODOLOGY BACKGROUND In

More information

octave A simple overview digital Digital Marketing Guide

octave A simple overview digital Digital Marketing Guide Digital Marketing Guide A simple overview A brief introduction Contents 1.0 Introduction 2.0 Changing Media 2.1 Internet Usage 2.2 User activity online 2.3 Social Media 2.4 Mobile 2.5 Ecommerce - Impact

More information

Understanding Social Media. Hareesh Tibrewala Joint CEO

Understanding Social Media. Hareesh Tibrewala Joint CEO Understanding Social Media Hareesh Tibrewala Joint CEO Our Agenda What is Social Media How will it change the way we do business How can professionals leverage Social Media What is Social Media? Accha.Facebook?!

More information

Social Media Marketing. Ayça Turhan Hacettepe University Department Of Business Administration

Social Media Marketing. Ayça Turhan Hacettepe University Department Of Business Administration Social Media Marketing Ayça Turhan Hacettepe University Department Of Business Administration What is Social Media? «Social media is the umbrella term for web-based software and services that allow users

More information

A Marketers Guide to Social Media Marketing

A Marketers Guide to Social Media Marketing A Marketers Guide to Social Media Marketing Q & A #owurufo Thursday, March 24, 2011 Ohio Wesleyan University, The Woltemade Center #owurufo Top Priorities Introducing: Samantha Rufo President, nxtconcepts,

More information

An Executive s Guide to B2B Video Marketing. 8 ways to make video work for your business

An Executive s Guide to B2B Video Marketing. 8 ways to make video work for your business An Executive s Guide to B2B Video Marketing 8 ways to make video work for your business [Video] Content Is King Companies that utilize video content to present their products and services can experience

More information

UNWTO Award for Innovation. Measuring Managing Designing Visitor Experience

UNWTO Award for Innovation. Measuring Managing Designing Visitor Experience UNWTO Award for Innovation Measuring Managing Designing Visitor Experience The Visitor Experience concept was already formulated 140 years ago Authentic travelers do not look for discovering new landscapes.

More information

Strategically Social Making Sense of Social Media

Strategically Social Making Sense of Social Media Strategically Social Making Sense of Social Media The Portland, Oregon Facebook page has 143,469 followers. City of Portland LinkedIn profile has 1,578 followers. Mayor Adams has more than 40,000 Twitter

More information

TURN SOCIAL INSIGHTS INTO BUSINESS STRATEGY HOW TO GET STARTED WITH SOCIAL INTELLIGENCE

TURN SOCIAL INSIGHTS INTO BUSINESS STRATEGY HOW TO GET STARTED WITH SOCIAL INTELLIGENCE TURN SOCIAL INSIGHTS INTO BUSINESS STRATEGY HOW TO GET STARTED WITH SOCIAL INTELLIGENCE INTRODUCTION Social Intelligence all begins with listening; listening to your customers, the market, industry experts,

More information

Travel and Tourism Management

Travel and Tourism Management Travel and Tourism Management Copyright Texas Education Agency, 2015. These Materials are copyrighted and trademarked as the property of the Texas Education Agency (TEA) and may not be reproduced without

More information

Successful B2B Social Media 101

Successful B2B Social Media 101 Take your business to the next level Successful B2B Social Media 101 Brought to you by www.dwsassociates.com 651-315-7588 Successful B2B Social Media 101 Brought to you by: About the DWS Associates Founded

More information

We Inspire Travelers to Take Action

We Inspire Travelers to Take Action We Inspire Travelers to Take Action $5.5 Billion is the amount of money that the travel industry is going to spend on advertising this year, just in the US. $2.4 Billion is being spent on Google Adwords,

More information

Digital Products. MEDIA Kit

Digital Products. MEDIA Kit TravelandLeisureAsia.com travelleisureasia @travleisureasia @travelandleisureasia WEBSITE INTEGRATED SOLUTIONS T+L 360 Augmented reality sponsored content BANNERS banner specifications Content We bring

More information

www.pipelineroi.com 1-866-300-1550 Introduction Pinterest can be a valuable marketing tool for mortgage professionals. It s unique; it s unlike any other social media platform in many ways. So why does

More information

How do your customers find a bed and breakfast?

How do your customers find a bed and breakfast? How do your customers find a bed and breakfast? During the last week of February, 2013, we surveyed a representative sample of about 1300 American adult internet users that were 18 and older to better

More information

Guide to being online

Guide to being online Guide to being online Guide to being online Contents What is the importance of being online?... 3 What is the importance of appearing in Google?... 4 How do I appear in Google?. 4 How else can I advertise

More information

Big Data Implementation in Tourism. Noreen Mhd Hashim. Journal of Information Systems Research and Innovation 10(3), 64-68, December 2016

Big Data Implementation in Tourism. Noreen Mhd Hashim. Journal of Information Systems Research and Innovation 10(3), 64-68, December 2016 Big Data Implementation in Tourism Noreen Mhd Hashim Author(s) Contact Details: Universiti Teknologi Malaysia, Skudai, Johor, Malaysia Published online: December 2016 2016 JISRI All rights reserved Abstract

More information

Digital Marketing Masterclass. Social Media ROI

Digital Marketing Masterclass. Social Media ROI Digital Marketing Masterclass Social Media ROI The Web is more a social creation than a technical one. I designed it for a social effect - to help people work togetherand not as a technical toy. Tim Berners-Lee

More information

FOCUS ON SOCIAL MEDIA

FOCUS ON SOCIAL MEDIA FOCUS ON SOCIAL MEDIA THIS IS FOR FINANCIAL ADVISER USE ONLY AND SHOULDN T BE RELIED UPON BY ANY OTHER PERSON. INTRODUCTION The purpose of this guide is to help you develop your social media presence.

More information

DataCaptive Copyright 2018, All rights reserved. The COMPLETE GUIDE to Craft The Best SOCIAL MEDIA STRATEGY

DataCaptive Copyright 2018, All rights reserved. The COMPLETE GUIDE to Craft The Best SOCIAL MEDIA STRATEGY DataCaptive Copyright 2018, All rights reserved The COMPLETE GUIDE to Craft The Best SOCIAL MEDIA STRATEGY TABLE OF CONTENTS 1. Executive summary...1 2. Overview of social media...2 3. Five Easy steps

More information

Board Bulletin. Social Media Questions for Directors to Ask

Board Bulletin. Social Media Questions for Directors to Ask Board Bulletin February 2014 Social Media Questions for Directors to Ask Introduction The media and communications landscape has changed dramatically in recent years. Directors and their organizations

More information

Chapter 2 Pesona Dunia Tour Solo

Chapter 2 Pesona Dunia Tour Solo Chapter 2 Pesona Dunia Tour Solo In this chapter the writer describes about the profile of the institution where the writer did the internship including company profile, vision and mission, and the management

More information

If at first you don t succeed Tweet again.

If at first you don t succeed Tweet again. Robyn Marano VP, Marketing Madison Marquette If at first you don t succeed Tweet again. Social Media is an integral part of a shopping center s overall marketing program, but it is important to note it

More information

THE ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY IN GUEST SATISFACTION ANALYSIS IN HOSPITALITY

THE ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY IN GUEST SATISFACTION ANALYSIS IN HOSPITALITY ICT IN TOURISM & HOSPITALITY THE ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGY IN GUEST SATISFACTION ANALYSIS IN HOSPITALITY Slobodan Čerović, Miroslav Knežević, Dušan Borovčanin Singidunum University,

More information

A strategic Analysis to asses current Booking.com competitive Introduction

A strategic Analysis to asses current Booking.com competitive Introduction A strategic Analysis to asses current Booking.com competitive Introduction The online travel agency or OTA business is defined as an on line market place, providing all related travel services such as

More information

THE IMPACT OF TECHNOLOGY ON PROMOTING TRAVEL AND LEISURE SERVICES IN THE 21 ST CENTURY

THE IMPACT OF TECHNOLOGY ON PROMOTING TRAVEL AND LEISURE SERVICES IN THE 21 ST CENTURY THE IMPACT OF TECHNOLOGY ON PROMOTING TRAVEL AND LEISURE SERVICES IN THE 21 ST CENTURY Beatrice Sion, Patricia Dodu, Andreea Rozalia Manoliu Abstract The direct interaction of the consumer with the travel

More information

8 Ways To Build Your Brand Using Social Media

8 Ways To Build Your Brand Using Social Media TIP SHEET 8 Ways To Build Your Brand Using Social Media TABLE OF CONTENTS: 03 04 04 05 05 06 06 07 07 08 Intro Tip 1 - Determine Goals for Your Social Media Engagement Tip 2 - Determine Your Online Brand

More information

Italy Market Report. Visit Finland Country Representative. Sanna Tuononen November

Italy Market Report. Visit Finland Country Representative. Sanna Tuononen November Italy Market Report Visit Finland Country Representative Sanna Tuononen November 2017 9.11.2017 Semiannual Report - ITALY Summer season 2017 and outlook for winter 2017-2018 CONTENTS What factors have

More information

SOCIAL MEDIA HANDBOOK

SOCIAL MEDIA HANDBOOK SOCIAL MEDIA HANDBOOK Everything you need to start growing your business with social media 1 Social Media Handbook 2016 Sproing Creative ABOUT SPROING CREATIVE The creative agency you ve been searching

More information

SOCIAL MEDIA. Blogs. consumer-generated media. Blogs, membership sites, photo sites, micro blogs

SOCIAL MEDIA. Blogs. consumer-generated media. Blogs, membership sites, photo sites, micro blogs SOCIAL MEDIA consumer-generated media Blogs, membership sites, photo sites, micro blogs Facebook, Youtube, Myspace, Yammer, LinkedIn, Flickr etc. Assist. Prof. Dr. Ozge Ozgen 2011 - December Blogs everyman

More information

Social Animals on the Move in Asia

Social Animals on the Move in Asia Social Animals on the Move in Asia A social media & mobile perspective Firefly illuminates With the opportunity for consumers to be increasingly connected via their mobile handset, as opposed to their

More information

SOCIAL BUSINESS: AN ENTERPRISE GUIDE TO SOCIAL MEDIA

SOCIAL BUSINESS: AN ENTERPRISE GUIDE TO SOCIAL MEDIA SOCIAL BUSINESS: AN ENTERPRISE GUIDE TO SOCIAL MEDIA It s been a few years now since social media first started gaining traction in business marketing. Things are a little different today than they were

More information

Hello City App. Table of content. 1. Product. a. Concept b. Demo c. Extra services. 2. Responsibilities of the parties

Hello City App. Table of content. 1. Product. a. Concept b. Demo c. Extra services. 2. Responsibilities of the parties BOOKLET 2015-2016 Hello City App Table of content 1. Product a. Concept b. Demo c. Extra services 2. Responsibilities of the parties a. Information and digital support b. Implementation and control 3.

More information

7 - D A Y M A R K E T I N G Planner

7 - D A Y M A R K E T I N G Planner 7 -DAY MARKETING Planner Welcome! Welcome to Marketing Solved and Thank you for joining our community! We thrilled you're here and are excited to be joining you in your entrepreneurial journey. As business

More information

Chat, tap, talk: trends to transform your digital customer experience

Chat, tap, talk: trends to transform your digital customer experience Chat, tap, talk: trends to transform your digital customer experience Dr Nicola J. Millard Head of Customer Insight & Futures BT nicola.millard@bt.com @DocNicola 1 Timeline - 7 years of trend data explaining

More information

Welcome to Pub Rooms!

Welcome to Pub Rooms! Welcome to Pub Rooms! W: www.pubrooms.com.au Pub Rooms Australia E: support@pubrooms.com.au Facebook.com/PubRoomsAustralia @PubRoomsAUS plus.google.com/+pubroomsau @pubroomsaustralia Welcome to Pub Rooms!

More information

JAPANESE MULTI-GENERATIONAL TRAVEL TRENDS. Travel Habits and Behaviors of Generation Z, Millennials, Generation X, and Baby Boomers

JAPANESE MULTI-GENERATIONAL TRAVEL TRENDS. Travel Habits and Behaviors of Generation Z, Millennials, Generation X, and Baby Boomers JAPANESE MULTI-GENERATIONAL TRAVEL TRENDS Travel Habits and Behaviors of Generation Z, Millennials, Generation X, and Baby Boomers METHODOLOGY ONLINE SURVEY Data Collection Method Quantitative Survey Field

More information

Marketing Overview. Presented by 1dea Design + Media Inc. March 2, 2017

Marketing Overview. Presented by 1dea Design + Media Inc. March 2, 2017 2017 2018 Marketing Overview Presented by 1dea Design + Media Inc. March 2, 2017 Overview Marketing Plans 2017-18 DMO Takeover (Experiential Campaign) TripAdvisor PDP Branded Experience Campaigns Purpose

More information

Your guide to 2018 s top travel trends

Your guide to 2018 s top travel trends Affiliate Partner Programme Your guide to 2018 s top travel trends Put together by the Booking.com Affiliate Partner Team. Contents Intro 4 Research 6 Travel technology 8 Increased travel 10 Rental homes

More information

Hi, I am Saša Djunisijević, Founder of The Whiteboarder. Years

Hi, I am Saša Djunisijević, Founder of The Whiteboarder. Years Hi, I am Saša Djunisijević, Founder of The Whiteboarder. Years of dealing with the most demanding small, mid-sized and large companies helped me to form excellent understanding of different businesses.

More information

The Impact of Big Data and Social Networking for Decision making

The Impact of Big Data and Social Networking for Decision making ISSN 2278 0211 (Online) The Impact of Big Data and Social Networking for Decision making Syeda Sirin Sahnaz School of Computing Sciences, Kaziranga University, Assam, India Sandip Rakshit School of Computing

More information

"Innovation Culture - Government, Education and Private collaboration is key to National Success" By Rohizam B Md Yusoff

Innovation Culture - Government, Education and Private collaboration is key to National Success By Rohizam B Md Yusoff "Innovation Culture - Government, Education and Private collaboration is key to National Success" By Rohizam B Md Yusoff The MSC Malaysia Vision 2020 Successfully create the MSC Malaysia Grow MSC Malaysia

More information

Newswire Influencer Marketing Guidebook

Newswire Influencer Marketing Guidebook Newswire Influencer Marketing Guidebook Introduction Table of Contents Marketing Guidebook 1.1 Defining Influencer Marketing 1.2 Finding Your Definition of an Influencer 1.3 Brand Challenges Advertisers

More information