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Social Media in Tourism and Hospitality: A Literature Review

  • School of Hospitality Management

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Being one of the "mega trends" that has significantly impacted the tourism system, the role and use of social media in travelers' decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers' and the suppliers' perspectives, this article found that consumer-centric studies generally focused on the use and impact of social media in the research phase of the travelers' travel planning process. Supplier-related studies have concentrated closely on promotion, management, and research functions, but few discussed product distribution. Research findings thoroughly demonstrate the strategic importance of social media for tourism competitiveness. This study also contributes to the academia and industry by identifying some research voids in extant research and providing an agenda for future research.

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management

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  • 10.1080/10548408.2013.750919

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  • Link to publication in Scopus
  • Link to the citations in Scopus

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  • social media Earth & Environmental Sciences 100%
  • Literature Review Business & Economics 92%
  • Tourism and Hospitality Business & Economics 91%
  • literature review Earth & Environmental Sciences 80%
  • tourism Earth & Environmental Sciences 71%
  • Social Media Business & Economics 66%
  • Tourism Business & Economics 40%
  • Travellers Business & Economics 39%

T1 - Social Media in Tourism and Hospitality

T2 - A Literature Review

AU - Leung, Daniel

AU - Law, Rob

AU - van Hoof, Hubert

AU - Buhalis, Dimitrios

N1 - Funding Information: Daniel Leung (E-mail: [email protected]) and Rob Law (E-mail: [email protected]) are in the School of Hotel and Tourism Management at The Hong Kong Polytechnic University, 17 Science Museum Road, Hung Hom, Hong Kong SAR, China. Hubert van Hoof is in the School of Hospitality Management at The Pennsylvania State University in University Park, PA, USA (E-mail: [email protected]). Dimitrios Buhalis is in the International Centre for Tourism and Hospitality Research of the School of Tourism at Bournemouth University in Poole, Dorset, UK (E-mail: [email protected]). The authors would like to thank the anonymous reviewers for their constructive comments on improving an early version of this article. This project was partly supported by a research grant funded by the Hong Kong Polytechnic University. Address correspondence to: Daniel Leung at the above address.

PY - 2013/1

Y1 - 2013/1

N2 - Being one of the "mega trends" that has significantly impacted the tourism system, the role and use of social media in travelers' decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers' and the suppliers' perspectives, this article found that consumer-centric studies generally focused on the use and impact of social media in the research phase of the travelers' travel planning process. Supplier-related studies have concentrated closely on promotion, management, and research functions, but few discussed product distribution. Research findings thoroughly demonstrate the strategic importance of social media for tourism competitiveness. This study also contributes to the academia and industry by identifying some research voids in extant research and providing an agenda for future research.

AB - Being one of the "mega trends" that has significantly impacted the tourism system, the role and use of social media in travelers' decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers' and the suppliers' perspectives, this article found that consumer-centric studies generally focused on the use and impact of social media in the research phase of the travelers' travel planning process. Supplier-related studies have concentrated closely on promotion, management, and research functions, but few discussed product distribution. Research findings thoroughly demonstrate the strategic importance of social media for tourism competitiveness. This study also contributes to the academia and industry by identifying some research voids in extant research and providing an agenda for future research.

UR - http://www.scopus.com/inward/record.url?scp=84874605741&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84874605741&partnerID=8YFLogxK

U2 - 10.1080/10548408.2013.750919

DO - 10.1080/10548408.2013.750919

M3 - Review article

AN - SCOPUS:84874605741

SN - 1054-8408

JO - Journal of Travel and Tourism Marketing

JF - Journal of Travel and Tourism Marketing

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Social Media in Tourism and Hospitality: A Literature Review

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2013, Journal of Travel & Tourism Marketing

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Daniel Leung , Rob Law , Hubert van Hoof & Dimitrios Buhalis (2013): Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, 30:1-2, 3-22 ABSTRACT. Being one of the “mega trends” that has significantly impacted the tourism system, the role and use of social media in travelers’ decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers’ and the suppliers’ perspectives, this article found that consumer-centric studies generally focused on the use and impact of social media in the research phase of the travelers’ travel planning process. Supplier-related studies have concentrated closely on promotion, management, and research functions, but few discussed product distribution. Research findings thoroughly demonstrate the strategic importance of social media for tourism competitiveness. This study also contributes to the academia and industry by identifying some research voids in extant research and providing an agenda for future research.

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Social media in tourism and hospitality : a literature review

718  citations

455  citations

438  citations

432  citations

View 3 citation excerpts

Cites background or methods from "Social media in tourism and hospita..."

... Meanwhile, this study fills the gap indicated by Leung et al. (2013): that the extant literature does not examine the impact of each type of social media on travelers’ purchase decisions. ...

... A data-driven pattern is the most common structure as many researchers prefer using secondary data or applying empirical approaches to test or explore theoretical assumptions (Leung et al., 2013). ...

... Second, keywords for data screening were identified following Leung et al. (2013). ...

343  citations

13,932  citations

View 3 reference excerpts

"Social media in tourism and hospita..." refers background in this paper

... As defined by Kaplan and Haenlein (2010) as well as Xiang and Gretzel (2010), social media are a group of Internet-based applications that exist on the Web 2.0 platform and that enable Internet users from all over the world to interact, communicate, and share ideas, thoughts, experiences,… ...

... As defined by Kaplan and Haenlein (2010) as well as Xiang and Gretzel (2010), social media are a group of Internet-based applications that exist on the Web 2. ...

... All users can actively participate in the generation or enrichment of content (Kaplan & Haenlein, 2010). ...

3,551  citations

View 1 reference excerpt

... Kim and Hardin (2010) proposed that virtual world technologies can provide tourism and hospitality managers with social networking opportunities and servicescape experiences. ...

3,073  citations

2,672  citations

View 4 reference excerpts

... Alike other review studies in different research areas (e.g., Buhalis & Law, 2008; Jang & Park, 2011), this study only analyzed full-length articles published in refereed academic journals, mainly in the tourism and hospitality fields. ...

... In a review of 149 eTourism studies in a 20-year period from 1998 to 2007, Buhalis and Law (2008) exhibited the ubiquity and status quo of information technology in tourism marketing and management. ...

... The continuous development of information and communication technologies (ICTs) during the last decade has had profound implications for the entire tourism industry (Buhalis & Law, 2008). ...

... …in tourism and hospitality were identified and gathered from Science Direct (http://www.sciencedirect.com), EBSCOHost (http://search.ebscohost.com), and Google Scholar (http://scholar.google.com.hk)—three of the largest and most popular online databases and search engines (Buhalis & Law, 2008). ...

2,531  citations

View 5 reference excerpts

... In examining the likelihood that online travelers come across social media content during a web search process, Xiang and Gretzel (2010) reported that social media constituted more than one-tenth of the search results. ...

... …has been regarded as a credible and important information source for travel planning, it is reasonable to find most of the previous social media-related studies focused on the research phase, particularly the information search process, of a travel planning process (e.g., Xiang & Gretzel, 2010). ...

... …2006, p. 30), some recent studies have suggested that social media play an important role not only for consumers in travel information search but also as a tourism marketing tool (Chan & Denizci Guillet, 2011; Huang, 2011; Inversini, Cantoni, & Buhalis, 2009; Munar, 2010; Xiang & Gretzel, 2010). ...

... Being one of the two “mega trends” that can significantly impact the tourism system (the other one being search engines; Xiang & Gretzel, 2010), social media have been widely adopted by travelers to search, organize, share, and annotate their travel stories and experiences through blogs and… ...

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Journal of Hospitality and Tourism Technology

ISSN : 1757-9880

Article publication date: 28 October 2019

Issue publication date: 21 November 2019

The purpose of this paper is to provide a review of hospitality and tourism studies that have used social media analytics to collect, examine, summarize and interpret “big data” derived from social media. It proposes improved approaches by documenting past and current analytic practice addressed by the selected studies in social media analytics.

Design/methodology/approach

Studies from the past 18 years were identified and collected from five international electronic bibliographic databases. Social media analytics-related terms and keywords in the titles, keywords or abstracts were used to identify relevant articles. Book chapters, conference papers and articles not written in English were excluded from analysis. The preferred reporting items for systematic reviews and meta-analyses (PRISMA) guided the search, and Stieglitz and Dang-Xuan’s (2013) social media analytics framework was adapted to categorize methods reported in each article.

The research purpose of each study was identified and categorized to better understand the questions social media analytics were being used to address, as well as the frequency of each method’s use. Since 2014, rapid growth of social media analytics was observed, along with an expanded use of multiple analytic methods, including accuracy testing. These factors suggest an increased commitment to and competency in conducting comprehensive and robust social media data analyses. Improved use of methods such as social network analysis, comparative analysis and trend analysis is recommended. Consumer-review networks and social networking sites were the main social media platforms from which data were gathered; simultaneous analysis of multi-platform/sources of data is recommended to improve validity and comprehensive understanding.

Originality/value

This is the first systematic literature review of the application of social media analytics in hospitality and tourism research. The study highlights advancements in social media analytics and recommends an expansion of approaches; common analytical methods such as text analysis and sentiment analysis should be supplemented by infrequently used approaches such as comparative analysis and spatial analysis.

本文对酒店旅游学科中采用社交媒体数据分析的文献进行梳理。本文通过审阅其相关分析方法的文献来提出分析方法的改进策略。

样本数据包括过去18年中五个国际在线文献索引库中的文献。搜索通过标题、关键词、或者摘要中出现社交媒体数据分析等相关字样的文章。书章节、会议文章、以及非英文文章未被收录在索引中。系统回顾和文献综述的方法(PRISMA)指导本文文献索引, Stieglitz和Dang-Xuan(2013)社交媒体数据分析框架作为本文文献分类的方法。

本文汇报了每篇文献的研究目的以及系统归类以更好理解社交媒体数据分析的研究问题以及每种方法的使用频率。自2014年起, 社交媒体数据分析快速增长, 以及其他相关分析方法, 包括精度测试(accuracy testing)。这些结果表明更多全面、稳定的分析方法需求增强以及竞争激烈。本文推荐使用改良方法, 比如社交网络分析法、比较分析、趋势分析等。消费者评价网络和社交网站成为主要社交媒体网络数据的提供平台。本文推荐多源数据应该同步分析以提高有效性和全面性的理解。

本文是首篇酒店旅游领域中对社交媒体数据分析的系统文献回顾型文章。本文强调了社交媒体数据分析的先进性以及扩展其方法的全面性;常见分析方法比如文本分析和情感分析应该结合非常见的分析方法比如比较分析法和空间分析法进行系统分析。

关键词 – 关键词 对比分析, 情感分析, 用户原创内容,社交媒体分析, 主题模型, 空间分析, 文本分析文章类型 文献综述

  • Comparative analysis
  • Sentiment analysis
  • User-generated content
  • Social media analytics
  • Topic modeling
  • Spatial analysis
  • Text analytics
  • 关键词 社交媒体数据分析法、用户生成内容、话题建模、情感分析、空间分析、比较分析、文本分析

Mirzaalian, F. and Halpenny, E. (2019), "Social media analytics in hospitality and tourism: A systematic literature review and future trends", Journal of Hospitality and Tourism Technology , Vol. 10 No. 4, pp. 764-790. https://doi.org/10.1108/JHTT-08-2018-0078

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The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda

Purpose This study aims to provide an assessment of the existing literature on the role of social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for future research. Design/methodology/approach Covering a 15-year time span (2004–2019), this study is focused on journal papers archived in two academic databases in social sciences: Business Source Complete and Communication and Mass Media Complete. Each of the 192 papers collected was coded for 8 major variables: journal, year of publication, research topic, country studied, type of social media investigated, method, theoretical underpinning and key findings. Findings Three major topic areas are identified in this study: use of social media from consumer’s perspective, use of social media from organization’s perspective and effects of social media. Research limitations/implications Although a few prior papers have provided a literature review of social media in tourism and hospitality, no review-based papers have ever examined social media as an advertising vehicle in the context of HTT. Most reviews to date have been limited to general social media studies, without much advancement of theory building in advertising research. Originality/value To the best of the authors’ knowledge, this paper represents the first theoretical review of academic research on social media advertising in HTT. The review concludes by suggesting a theoretical framework for studying social media advertising in HTT and offering an agenda for future research.

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Purpose This article aims to propose guidelines to develop moderation hypotheses, assess moderators using the multigroup analysis and interaction effect approaches and interpret the results of moderation analysis in tourism and hospitality research. Design/methodology/approach Through a review of 600 articles published in top tourism and hospitality journals from the year 2016 to 2020, and reviewing the literature related to moderation analysis, this study identifies key issues in different steps of moderation analysis and proposes robust guidelines to aid future research. Findings The results of the systematic review uncovered some key issues in different steps of moderation analysis, such as hypothesis development, moderation assessment and results interpretation. The findings emphasized the typical methodological misconceptions and improper practices for moderation analysis. Research limitations/implications Moderation analysis is of great significance to the advancement of theory, and its application has increased significantly in recent years. However, many studies appear to have a limited understanding of moderation analysis and follow questionable practices regarding hypothesis development, moderation assessment and results interpretation, thus leading to suspicious conclusions for theory advancement. By highlighting these methodological issues, this article provides robust guidelines for moderation analysis, which is of great theoretical and methodological significance to the academic research in tourism and hospitality. Originality/value As one of the first studies to provide robust guidelines for moderation analysis, based on a critical and systematic review of papers published in top-tier journals in tourism and hospitality and the latest developments on moderation analysis in the wider literature, this article has important theoretical and methodological significance for the academic research in tourism and hospitality as well as general social science disciplines.

The role of knowledge sharing in supply chain success

Purpose The aim of this paper is to provide a comprehensive and detailed review of the state-of-the-art mechanisms of knowledge sharing (KS) in the supply chain (SC) field, as well as directions for future research. Briefly, this paper tries to offer a systematic and methodical review of the KS mechanisms in the SC to provide a comparative summary of the selected articles, to collect and describe the factors that have the influence on KS and SC, to explore some main challenges in this field and to present the guidelines to face the existing challenges and outlining the key areas where the KS mechanisms in SC can be improved. Design/methodology/approach In the current study, a systematic literature review up to 2018 is presented on the supply chain’s mechanisms of KS. The authors identified 21,907 papers, which are reduced to 25 primary studies through the paper-selection process. Findings The results showed that the KS in SC helps to increase the success of the organizations, improve employee performance, increase competitive advantage, enhance innovation and improve relationships between supplier and consumer. However, there were some weaknesses, such as staff resistance to share knowledge in the SC because of fear of job loss. Research limitations/implications There are several limitations to this study. This study limited the search to Google Scholar. There might be other academic journals where Google does not find their paper and they can offer a more complete picture of the related articles. Finally, non-English publications were omitted from this study. It is possible that the research about the application of KS in SC can also be published in other languages. In addition, more studies need to be carried out using other methodologies such as interviews. Originality/value The paper presents a comprehensive structured literature review of the articles’ mechanisms of KS in SC. The paper’s findings can offer insights into future research needs. By providing comparative information and analyzing the current developments in this area, this paper will directly support academics and practicing professionals for better knowing the progress in KS mechanisms.

Process owners in business process management: a systematic literature review

Purpose The purpose of this paper is to determine the state-of-the-art in research on process owners, a key role within business process management and process governance, and thus to increase our understanding of the role of process owners. Design/methodology/approach The author conducts a systematic literature review of research shedding light on the role of process owners. The review includes 100 academic papers and 10 books on BPM. Findings Findings from the review demonstrate the significance of appointing process owners and showcase process owners’ role and responsibilities, as well as obstacles to and enablers of effective process ownership. Originality/value Based on the findings from the review, the author proposes a comprehensive framework on process ownership. The review provides a knowledge base for future research to build upon and can serve as a guide for practitioners. The review also identifies several research gaps and opportunities for future research.

Social Media Use Among Young People in China: A Systematic Literature Review

The widespread use of social media has promoted extensive academic research on this channel. The present study conducts a systematic analysis of extant research on social media use among young people in China. This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause–effect framework that shows the causal relationships among research structures. The PRISMA method is used to review 20 articles drawn from the Scopus and Google Scholar databases. From the analysis, 10 major research topics, eight theories or models, and a complete framework of causal relations emerge. It is recommended that future research on social media should include a greater diversity of types of social media, investigate a wider range of research topics, and adopt different theories or models. Researchers should also implement a more complete and detailed systematic method for reviewing literature on social media research in China.

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Handbook of e-Tourism pp 1–27 Cite as

Social Media and Crisis Communication in Tourism and Hospitality

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The use of social media in the crisis communications process has grown tremendously in the past decade. Social media is now an integral part of the crisis management process. The evolution of the mobile phone and other mobile technologies, computers, Internet access, and digital video equipment is reshaping communication networks and the ways we connect with each other. This chapter defines crisis and crisis communication, explains the role of crisis communication for the tourism and hospitality industry, and details the challenges and opportunities of social media for crisis communication in tourism and hospitality.

In addition, this chapter explores the latest literature on social media related to risk and crisis communication. A thorough review of academic literature, industry white papers, and trade publications was conducted. Using the insights from this literature review, this chapter provides implications of social media and crisis communication for the hospitality and tourism industry for each phase of a crisis (pre, during, post) and discusses recent developments in social media and technology that may affect crisis communication.

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Danielle Barbe

Department of Tourism, Hospitality, and Event Management, Northumbria University, Gainesville, FL, USA

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Matthias Fuchs

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Department of Business Informatics, University of Applied Sciences Ravensburg-Weingarten, Weingarten, Germany

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The Howard Feiertag Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University; Pamplin College of Business, Blacksburg, VA, USA

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Barbe, D., Pennington-Gray, L. (2020). Social Media and Crisis Communication in Tourism and Hospitality. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05324-6_130-1

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  9. Social media in tourism and hospitality: a literature review.

    This study reviews and analyzes all extant social media-related research articles published in academic journals during 2007 to 2011, mainly in tourism and hospitality fields. Based on a content analysis on the analyzed articles from both the consumers' and the suppliers' perspectives, this article found that consumer-centric studies generally ...

  10. Social Media in Tourism Research: A Literature Review

    A total of 31 social media-related articles were reviewed and classified into three research. subjects for each journal and appear in Table 1. We found that more than a half of social media. articles (54.8%) were published in Tourism Management while about 30% of articles were. published in Journal of Travel Research.

  11. Theoretical Foundations of Social Media Power in Hospitality and

    On this basis, it is both timely and necessary to establish theoretical grounds that explain the concept of social media power and its application in hospitality and tourism. A hierarchical model that characterizes social media power is constructed in the present article by bringing together fundamental power discourses, media effect theories ...

  12. Role of Social Media in Tourism: A Literature Review

    The paper analyzes the research published in major tourism journals over the past 10 years. Review of literature suggests that social media has evolved as important platform in the past 10 years and has found a prominent role in tourism. It is critical to encourage thorough investigation into the influence and impact of social media.

  13. Social media in tourism and hospitality : a literature review

    (DOI: 10.1080/10548408.2013.750919) Being one of the "mega trends" that has significantly impacted the tourism system, the role and use of social media in travelers' decision making and in tourism operations and management have been widely discussed in tourism and hospitality research. This study reviews and analyzes all extant social media-related research articles published in academic ...

  14. Social media analytics in hospitality and tourism: A systematic

    Social media analytics in hospitality and tourism: A systematic literature review and future trends - Author: Farshid Mirzaalian, Elizabeth Halpenny. The purpose of this paper is to provide a review of hospitality and tourism studies that have used social media analytics to collect, examine, summarize and interpret "big data" derived from ...

  15. What do we know about social media in tourism? A review

    Role of Social Media in Tourism: A Literature Review. Mir Tafveez. Business. 2017. Social media and its growing role in tourism has been increasingly an emerging research topic. From information search to decision making behaviours, social media plays a significant role in many…. Expand. 15. Highly Influenced.

  16. The role of social media advertising in hospitality, tourism and travel

    Originality/value As one of the first studies to provide robust guidelines for moderation analysis, based on a critical and systematic review of papers published in top-tier journals in tourism and hospitality and the latest developments on moderation analysis in the wider literature, this article has important theoretical and methodological ...

  17. Social media analytics in hospitality and tourism: A systematic

    Request PDF | Social media analytics in hospitality and tourism: A systematic literature review and future trends | Purpose The purpose of this paper is to provide a review of hospitality and ...

  18. A review of: 'Social media in travel, tourism and hospitality: theory

    Literature Reviews A review of: 'Social media in travel, tourism and hospitality: theory, practice and cases' Marianna Sigala, Evangelos Christou and Ulrike Gretzel, Ashgate Publishing Company, Burlington, VT, 316 pp., $125, ISBN 978-1-4094-2091-

  19. Social Media and Crisis Communication in Tourism and Hospitality

    Figure 1 was guided by a review of the latest literature on social media and crisis communication both within and outside of hospitality and tourism. A review of the latest literature on social media and crisis communication from academic journals, industry white papers, and trade publications was undertaken to highlight emerging topics in this ...

  20. The role of social media marketing in Ethiopian tourism and hospitality

    Based on the literature review, the research hypothesis is developed as follows. H4: Social influence has a significant impact on the usage of social media marketing in tourism and hospitality. ... Effort Expectancy- It is the perceived easiness of social media in tourism and hospitality promotion/marketing tasks. There is a significant ...

  21. Social Media in Travel, Tourism and Hospitality

    Social Media in Travel, Tourism and Hospitality. Theory, Practice and Cases. By Evangelos Christou Edited By Marianna Sigala. Edition 1st Edition. First Published 2012. eBook Published 30 March 2016. Pub. Location London. Imprint Routledge.

  22. Digital Landscapes: Analyzing the Impact of Facebook ...

    In the rapidly evolving digital landscape, the use of social media, particularly Facebook, by destination management organizations (DMOs) for promoting tourism destinations has become increasingly significant. However, the particularities of using this powerful tool in promoting ecotourism destinations have not been sufficiently debated in the literature.

  23. Social Media in Tourism Research: A Literature Review

    From 2007 to 2011, literature published in tourism and hospitality journals primarily focused on the role of social media in the pre-travel planning process for consumers and the role of social ...

  24. Tourism and Hospitality Forecasting With Big Data: A Systematic Review

    Importantly, this study constructs a theoretical framework by combining relevant theories from psychology, communication, information processing, and other fields. Five types of big data used for tourism and hospitality forecasting are identified: web-based volume data, social media statistics, textual data, photo data, and video data.