Travel Reference
In-Depth Information
Social media marketing is a dynamic fi eld with new technologies and new advertising models
constantly emerging. This means that the social media landscape keeps changing and that social
media marketing strategies have to be continuously adjusted to new and often fl eeting realities.
This makes it incredibly diffi cult to prescribe rules on how success can and should be achieved.
The dynamic nature also stresses the need for research in this area and strong theoretical bases so
that new phenomena can be described comprehensively, explained in detail and maybe even
anticipated. While general use of social media by travellers and motivations to create contents are
receiving growing attention by researchers (Yoo and Gretzel 2012; Cox, Burgess, Sellitto and
Buultjens 2009), very little is currently known about how travellers perceive and react to specifi c
marketing tactics implemented online and how they would prefer to relate and engage with
travel companies and destinations through social media. Also, while there are considerable
research efforts in the sentiment analysis space, these are often driven by computer scientists who
have very little understanding of the intricate nature of tourism. Further, the theory-practice gap
is especially large in social media marketing in tourism as many of the tourism businesses have
yet to make the shift towards the data-driven approaches that form the basis of successful social
media marketing. Therefore, there is a great need to build theory in this area and also to develop
the appropriate methodologies that will allow for obtaining the insights needed from a theoretical
as well as marketing practice point of view.
References
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Constantinides, E. and Fountain, S.J. (2008) 'Web 2.0: Conceptual Foundations and Marketing Issues',
Journal of Direct, Data and Digital Marketing Practice , 9(3): 231-44.
Cox, C., Burgess, S., Sellitto, C. and Buultjens, J. (2009) 'The Role of User-generated Content in Tourists'
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Association Annual Conference. San Antonio, TX, 20-22 June 2010.
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