Hardback : £96.52
• Explores the most effective digital marketing strategies and campaigns
• Investigates the current status of digital marketing and social media utilization by both travellers and service providers
• Provides a view to the future of future digital marketing and social media research trends
Digital marketing and online social media platforms have become the cornerstones to the success of places and accommodation. This edited volume investigates the current status of digital marketing and social media utilization by both travellers and service providers and explores future digital marketing and social media research trends.
Part of the Advances in Tourism Marketing Series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism. Series editors: Alan Fyall, UCF, USA, Metin Kozak, Dokuz Eylul University, Turkey and Antónia Correia, Universidade do Algarve, Portugal.
• Explores the most effective digital marketing strategies and campaigns
• Investigates the current status of digital marketing and social media utilization by both travellers and service providers
• Provides a view to the future of future digital marketing and social media research trends
Digital marketing and online social media platforms have become the cornerstones to the success of places and accommodation. This edited volume investigates the current status of digital marketing and social media utilization by both travellers and service providers and explores future digital marketing and social media research trends.
Part of the Advances in Tourism Marketing Series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism. Series editors: Alan Fyall, UCF, USA, Metin Kozak, Dokuz Eylul University, Turkey and Antónia Correia, Universidade do Algarve, Portugal.
Contents
Ch 1 Definition and functionality of social media
Seza Zerman
Ch 2 Thematic social media research trends in hospitality and
tourism
Marwa Al-Busaidi and Khaldoon Nusair
Ch 3 Social media marketing activities: Studying social
identification, trust, value and loyalty
Faizan Ali, Abraham Terrah, Seden Dogan and Cihan Cobanoglu
Ch 4 The role of social media marketing in the travel planning and
decision-making processes of today’s travelers
Aysegul Gunduz Songur and Gozde Turktarhan
Ch 5 The Instagram effect on the transformation of tourist behavior
to overtourism
Ilke Basarangil
Ch 6 The role of emoji use in destination decision making
Alaattin Basoda, Seden Dogan, and Cihan Cobanoglu
Ch 7 Content marketing: Definition, cases, and helpful tactics
Linchi Kwok
Ch 8 Contextual factors influencing hotel mobile app
satisfaction
Liza Cobos
Ch 9 Big data analytics and database marketing
Guntekin Simsek and Sule Kaya
Ch 10 Customer relationship management through blockchain
technology
Ugur Tandogan
Ch 11 Extended reality and gamification in destination marketing
organizations: Current perspectives and future opportunities
Mark Baker and Arthur Huang
Index
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