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2014 | 14 | 99--108
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Crowdsourcing in Marketing Communication for Hospitality Industry

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The use of social media enables crowds of people living in geographically distant places to gather around an issue, to create communities of cohesive interests or to engage in finding solutions for the same problem. Those hospitality industry companies which not only notice the crowds of people in the social media but also appreciate their power, can use crowdsourcing as one of the instruments applied in the process of establishing and maintaining relationships with their stakeholders. The process of engaging those groups in various aspects of company's operations is contemporarily described not merely in terms of cooperation between the company and its stakeholders but rather as co-creation of product value that is expected by the consumers. The aim of this research is to analyze crowdsourcing as an innovative instrument applied in marketing communication campaigns for hospitality industry. Case analyses of some marketing communication campaigns elements crowdsourced by hospitality industry entities show three levels at which crowdsourcing can be applied. The first level refers to the marketing communication activities aiming at identifying the image attributes of a place/company, or crystallizing and strengthening the image attributes already identified. The second level refers to the situation in which hospitality industry may initiate the process of crowdsourcing in order to acquire content and inspiration for further marketing communication activities. The third level refers to the situation in which hospitality industry may initiate the process of crowdsourcing in order to acquire readyto- use promotional materials.(author's abstract)
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