Description
Book Synopsis• 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.
Table of ContentsContents 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
