Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry

• Autorzy: Bartosz Deszczyński
• Języki publikacji: EN

Abstrakty

EN

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.(original abstract)

Słowa kluczowe

EN

e-marketing; Tourism industry; Social media

PL

Marketing internetowy; Przemysł turystyczny; Media społecznościowe

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2017
• Tom: 53
• Numer: nr 4
• Strony: 93--114

Twórcy

autor

Bartosz Deszczyński

• Poznań University of Economics and Business, Poland

Bibliografia

• Adams O. (2014), 5 ways appreciate customers on social media, http://comerecommended.com/5-ways-appreciatecustomers- social-media/?hvid=1PlafC (20.09.2015).
• Baird C. H., Parasnis G. (2011), From social media to social CRM, IBM Institute for Business Value, http:// www-935.ibm.com/services/uk/cio/pdf/social_media_Part_Executive_Report.pdf (6.10.2015).
• Baird C. H., Parasnis G. (2011), From social media to social customer relationship management, Strategy & Leadership, Vol. 39, Iss. 5.
• Bandura A. (2001), Social cognitive theory: an agentic perspective, Annual Review of Psychology, Vol. 52.
• Barefoot D., Szabo J. (2011), Znajomi na wagę złota, Warsaw, Wolter Kluwer.
• Baruk I. A. (2014), Wybrane aspekty holistycznej orientacji marketingowej, in: A. Stabryła, T. Małkus (Eds.) Strategia zarządzania organizacjami w społeczeństwie informacyjnym, Cracow, Mfiles.pl.
• Blattberg R. C., Deighton J. (1991), Interactive marketing: exploiting the age of addressability, MIT Sloan Management Review.
• Bonsón E., Ratkai M. (2013), A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page, Online Information Review, Vol. 37, No. 5, pp. 787-803, https://doi.org/10.1108/ OIR-03-2012-0054 (20.09.2015).
• Bradley A. J., McDonald M. P. (2011), The social organization: how to use social media to tap the collective genius of your customers and employees, Harvard Business Press.
• Brown J., Broderick A. J., Lee N. (2007), Word of mouth communication within online communities: conceptualizing the online social network, Journal of Interactive Marketing, No. 21, pp. 2-20.
• Buchnowska D. (2013), Analiza i ocena poziomu wykorzystania mediów społecznościowych przez największe polskie przedsiębiorstwa, Informatyka Ekonomiczna, Vol. 30, No. 4.
• Buhalis D., Law R. (2008), Progress in information technology and tourism management: 20 years on and 10 years after the Internet - the state of eTourism research, Tourism Management, Vol. 29, No. 4, pp. 609-623, https://doi.org/10.1016/j.tourman.2008.01.005 (22.09.2015).
• Bulchand-Gidumal J., Melián-González S., González Lopez-Valcarcel B. (2013), A social media analysis of the contribution of destinations to client satisfaction with hotels, International Journal of Hospitality Management, No. 35, pp. 44-47, http://dx.doi.org/10.1016/j.ijhm.2013.05.003 (20.10.2015).
• Cabiddu F., De Carlo M., Piccoli G. (2014), Social media affordances: enabling customer engagement, Annals of Tourism Research, No. 48, pp. 175-192, http://dx.doi.org/10.1016/j.annals (3.06.2014).
• Callarisa L., Sánchez García J., Cardiff J., Roshchina, A. (2012), Harnessing social media platforms to measure customer-based hotel brand equity, Tourism Management Perspectives, No. 4, pp. 73-79, https://doi.org/10.1016/j. tmp.2012.04.005 (5.09.2015).
• Chan N. L., Guillet B. D. (2011), Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel and Tourism Marketing, Vol. 28, No. 4, pp. 345-368.
• Chathoth P. K., Ungson G. R., Altinay L., Chan E. S. W., Harrington R., Okumus F. (2014), Barriers affecting organisational adoption of higher order customer engagement in tourism service interactions, Tourism Management, No. 42, pp. 181-193, https://doi.org/10.1016/j.tourman.2013.12.002 (20.11.2015).
• Cheung Ch. M. K., Thadani D. R. (2012), The impact of electronic word-of-mouth communication: a literature analysis and integrative model, Decision Support Systems, Vol. 54, No. 1, pp. 461-470, https://doi.org/10.1016/j.dss.2012.06.008 (11.09.2015).
• Crawford K. (2009), Following you: disciplines of listening in social media, Journal of Media & Cultural Studies, Vol. 23, No. 4.
• Cream (2010), http://www.creamglobal.com/search/17798/20207/pizza-turnaround/ (14.09.2015).
• Crompton J. L. (2003), Adapting Herzberg: a conceptualization of the effects of hygiene and motivator attributes on perceptions of event quality, Journal of Travel Research, Vol. 41, No. 3.
• Dellarocas Ch. (2003), The digitization of word of mouth: promise and challenges of online feedback mechanisms, Management Science, Vol. 49, No. 10, pp. 1407-1424.
• Deloitte (2015), Internet zmienia branżę turystyczną, Polska Szerokopasmowa, http://www.polskaszerokopasmowa. pl/artykuly/interent-zmienia-branze-turystyczna.html (15.09.2015).
• Desreumaux G. (2015), The 10 top reasons why we use social Networks, WERSM, http://wersm.com/the-10-topreasons- why-we-use-social-networks/