scholarly journals Social media in the accommodation industry: A cluster analysis

2016 ◽  
Vol 14 (1) ◽  
pp. 251-258
Author(s):  
Claudette Rabie
Keyword(s):  
Social Media ◽  
Cluster Analysis ◽  
Major Influence ◽  
Western Cape ◽  
Web Based ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Self Administered Questionnaire

In today’s technologically driven and revolutionised era of digital communication, numerous people combine a complex collection of social media platforms and technology to connect them to the world and people around them. The online participation of consumers has forced companies to embrace social media marketing efforts. The continuous advancements in marketing mediums have a major influence on the success and growth of companies, particularly within the tourism and hospitality industry, as increasingly more travellers are using social media as a means of communicating and seeking information. The purpose of this research study was therefore to explore if users of social media as a promotional mix element could be clustered into different groups based on characteristics they possess. A web-based self-administered questionnaire was distributed to accommodation establishments located in the Western Cape province of South Africa and a total of 361 useable responses were received. A four-step cluster analysis was performed in order to identify similar groups of respondents in their use of social media as a promotional mix element. The findings presented four distinct users of social media in the accommodation industry based on six variables identified from the literature.

scholarly journals Business growth and social media: An organisational issue

2016 ◽  
Vol 13 (3) ◽  
pp. 402-409
Author(s):  
Claudette Rabie ◽  
Michael Colin Cant ◽  
Ricardo Machado
Keyword(s):  
South Africa ◽  
Social Media ◽  
Western Cape ◽  
Web Based ◽  
Broadcast Media ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Self Administered Questionnaire

The landscape of marketing has changed considerably over the last decade, with traditional print and broadcast media being expanded and largely replaced by social media platforms. The increasing development of marketing platforms have a large effect on the success and growth of organisations especially within the tourism and hospitality industry, as more travellers are utilising social media as a means of communication and information. The purpose of this research study was therefore to investigate the current use of social media among star-graded accommodation establishments operating in the Western Cape Province of South Africa. A web-based self-administered questionnaire was distributed to star-graded accommodation establishments, who were registered by the Tourism Grading Council of South Africa (TGCSA). A total of 361 useable responses were received. The findings mainly revealed that social media are used in accommodation establishments but that they are still learning how to fully and successfully implement social media platforms in their area of business

scholarly journals Using social media to market a promotional event to SMEs: opportunity or wasted effort?

2016 ◽  
Vol 14 (4) ◽  
pp. 76-82 ◽  
Author(s):  
Michael C. Cant
Keyword(s):  
Social Media ◽  
Business Plan ◽  
Jel Classification ◽  
Web Based ◽  
Event Marketing ◽  
Special Event ◽  
Social Media Platforms ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Self Administered Questionnaire

Much has been said about the advantages of using social media in the marketing of brands and products of companies. Marketing, as we knew it in the past millennia, has changed dramatically and is evolving at a faster pace than ever. Traditional media, such as print and broadcast, are becoming more obsolete and largely replaced by social media platforms. These platforms are growing and expanding in leaps and bounds and have become potent instruments of marketing. It is up to organizations to use these platforms to market their brands, services and business, as it can have a profound effect on the success and growth. This is even truer in the case of entrepreneurs who are generally younger and more technology savvy and who use social media for all means and purposes. The purpose of this research study was, therefore, to investigate the use of social media among institutions that focus on specific events such as a business plan competition and to establish to what extent the use of these social media tools were used or effectively used to communicate the event to SMEs. A web-based self-administered questionnaire was distributed among the respondents of a business plan competition. A total of 992 useable responses were received. The findings mainly revealed that institutions that use social media in their marketing drive either do not plan properly for the use of it, or is careless in their approach to these tools. The results pointed to a large number of respondents (55%) who were not even aware that social media tools were used in the promotion of the competition. Keywords: social media, SME, special event marketing, marketing, usage, promotional mix elements, South Africa. JEL Classification: M13

Deep Learning and Machine Learning Techniques for Analyzing Travelers' Online Reviews

2022 ◽  
pp. 20-39
Author(s):  
Elliot Mbunge ◽  
Benhildah Muchemwa
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Deep Learning ◽  
Hospitality Industry ◽  
Learning Models ◽  
Online Data ◽  
Social Media Platforms ◽  
Using Data ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Social media platforms play a tremendous role in the tourism and hospitality industry. Social media platforms are increasingly becoming a source of information. The complexity and increasing size of tourists' online data make it difficult to extract meaningful insights using traditional models. Therefore, this scoping and comprehensive review aimed to analyze machine learning and deep learning models applied to model tourism data. The study revealed that deep learning and machine learning models are used for forecasting and predicting tourism demand using data from search query data, Google trends, and social media platforms. Also, the study revealed that data-driven models can assist managers and policymakers in mapping and segmenting tourism hotspots and attractions and predicting revenue that is likely to be generated, exploring targeting marketing, segmenting tourists based on their spending patterns, lifestyle, and age group. However, hybrid deep learning models such as inceptionV3, MobilenetsV3, and YOLOv4 are not yet explored in the tourism and hospitality industry.

scholarly journals Exploring the Characteristics and Behaviors of Nurses Who Have Attained Microcelebrity Status on Instagram: Content Analysis

10.2196/16540 ◽  
2020 ◽  
Vol 22 (5) ◽  
pp. e16540
Author(s):  
Hanna Kerr ◽  
Richard Booth ◽  
Kimberley Jackson
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Policy Development ◽  
Current Knowledge ◽  
Web Based ◽  
Area Of Interest ◽  
Social Media Platforms ◽  
Media Platform ◽  
And Behaviors ◽  
Use Of Social Media

Background Instagram is a social media platform that enables users to share images and videos worldwide. Some nurses have used Instagram to document their experiences as a nurse and have subsequently gained microcelebrity status—that is, a user who purposefully seeks to amass a substantive Web-based following and has become recognized as a niche area of interest. Objective This study aimed to identify the characteristics and behaviors of microcelebrity nurses who act as influencers on Instagram and use their nursing profile to gain attention and presence on the Web. Methods A qualitative, exploratory, nonparticipatory content analysis of media and text generated by a purposeful sample of 10 registered nurses who use Instagram and sustain a definable microcelebrity status was conducted. In this study, manifest and latent data were examined to gain an understanding of the characteristics and behaviors of nurses who have attained microcelebrity status on Instagram. Results Data analysis revealed 5 themes of Instagram posts: (1) engaging Instagram users, (2) educational opportunities and insights, (3) nursing-related humor, (4) emotions experienced by nurses, and (5) media and narratives including patient details or work context. Messages were primarily positive in nature; however, multiple potential privacy, ethical, and professional issues were noted throughout the posted content. Conclusions The findings of this study help to expand the current knowledge related to the use of social media platforms such as Instagram, especially in regard to the emergence of nurses who use this form of technology to achieve or maintain a microcelebrity status. This study calls for additional research on nurses’ attainment of microcelebrity status on social media as well as further policy development to adequately prepare nurses to navigate social media.

scholarly journals Exploring the Characteristics and Behaviors of Nurses Who Have Attained Microcelebrity Status on Instagram: Content Analysis (Preprint)

2019 ◽  
Author(s):  
Hanna Kerr ◽  
Richard Booth ◽  
Kimberley Jackson
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Policy Development ◽  
Current Knowledge ◽  
Web Based ◽  
Area Of Interest ◽  
Social Media Platforms ◽  
Media Platform ◽  
And Behaviors ◽  
Use Of Social Media

BACKGROUND Instagram is a social media platform that enables users to share images and videos worldwide. Some nurses have used Instagram to document their experiences as a nurse and have subsequently gained microcelebrity status—that is, a user who purposefully seeks to amass a substantive Web-based following and has become recognized as a niche area of interest. OBJECTIVE This study aimed to identify the characteristics and behaviors of microcelebrity nurses who act as influencers on Instagram and use their nursing profile to gain attention and presence on the Web. METHODS A qualitative, exploratory, nonparticipatory content analysis of media and text generated by a purposeful sample of 10 registered nurses who use Instagram and sustain a definable microcelebrity status was conducted. In this study, manifest and latent data were examined to gain an understanding of the characteristics and behaviors of nurses who have attained microcelebrity status on Instagram. RESULTS Data analysis revealed 5 themes of Instagram posts: (1) engaging Instagram users, (2) educational opportunities and insights, (3) nursing-related humor, (4) emotions experienced by nurses, and (5) media and narratives including patient details or work context. Messages were primarily positive in nature; however, multiple potential privacy, ethical, and professional issues were noted throughout the posted content. CONCLUSIONS The findings of this study help to expand the current knowledge related to the use of social media platforms such as Instagram, especially in regard to the emergence of nurses who use this form of technology to achieve or maintain a microcelebrity status. This study calls for additional research on nurses’ attainment of microcelebrity status on social media as well as further policy development to adequately prepare nurses to navigate social media.

Task-technology fit analysis of social media use for marketing in the tourism and hospitality industry: a systematic literature review

2020 ◽  
Vol 32 (8) ◽  
pp. 2677-2715
Author(s):  
Hsien-Cheng Lin ◽  
Xiao Han ◽  
Tu Lyu ◽  
Wen-Hsien Ho ◽  
Yunbao Xu ◽  
...  
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Media Use ◽  
Social Media Use ◽  
Content Type ◽  
Tourism Marketing ◽  
Social Media Platforms ◽  
Task Technology Fit ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Purpose Research in tourism and hospitality industry marketing has identified many highly effective applications of social media. However, studies in the existing literature do not enable a comprehensive understanding of this phenomenon because they lack a theoretical foundation. Therefore, this study systematically reviewed the literature from the perspective of the task-technology fit (TTF) theory. The purpose of this paper is to map out what is known about social media use in tourism and hospitality marketing and what areas need further exploration. Design/methodology/approach A descriptive cumulative review of the literature obtained 99 articles published in tourism and hospitality journals from 2010 to 2019. Findings The analysis suggests that to understand social media use in tourism marketing, researchers and practitioners in the industry must clarify the following four issues: the control variables, longitudinal analyzes and TTF concepts that should be used in future studies; the fitness of social media platforms for tourism marketing; how various social media platforms differ in terms of performance outcome; and the digital divide in the use of social media for tourism. Originality/value An integrated framework was developed to identify constructs and to understand their relationships. Recent studies in this domain are discussed; theoretical and practical suggestions and implications for future research are given.

Impact and Role of Social Media in Tourism Sector

2017 ◽  
pp. 337-350
Author(s):  
Ramesh Kait
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Tourism Industry ◽  
Tourism Sector ◽  
Hospitality Sector ◽  
Use Of Social Media ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

In the recent era social media is growing tremendously in right direction to develop the tourism and hospitality sector. Obviously, this technology enables the versatile people to think about it and more researchers have inclined to undertake studies in the area of tourism and hospitality industry. The role of social media to the tourism products/services has proved to be a good strategic technique not only to improve the quality of the business but also cost control to the industry at large scale. Thus, this chapter aims to analyse the use of social media and its impact in tourism industry.

scholarly journals Using social media to recruit global supply chain managers

2014 ◽  
Vol 44 (8/9) ◽  
pp. 635-645 ◽  
Author(s):  
Ron Fisher ◽  
Ruth McPhail ◽  
Emily You ◽  
Maria Ash
Keyword(s):  
Social Media ◽  
Supply Chain ◽  
New Technologies ◽  
Global Supply Chain ◽  
Web Based ◽  
Content Type ◽  
Social Media Networks ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Industry Sectors

Purpose – The purpose of the paper is to investigate if, and to what degree, social media are used for the recruitment of global supply chain managers. Design/methodology/approach – This is a conceptual paper that discusses how organizations should engage with social media platforms for effective recruitment of global supply chain managers. Findings – Findings are that organizations seeking to employ global supply chain managers, particularly those engaged in B2B activities, lag other industry sectors in adopting new ways of recruiting talent. Building on the findings, we present models of how organizations should move to adopt web-based technologies and the steps needed to engage fully in using social media to recruit global supply chain managers. Research limitations/implications – Global supply chains (including logistics) lag other industry sectors in adopting social media networks for recruitment, and risk missing out on talent if the issues are not addressed. Serious consideration needs to be given, particularly by B2B but also by B2C businesses, in order to attract suitable employees. Employees’ and prospective employees’ expectations will increasingly revolve around the use of social media. Originality/value – The research is original in that it investigates an emerging, contemporaneous issue that is of considerable importance in recruiting global supply chain managers. The research provides value by highlighting that in recruiting global supply chain managers, organizations have been slow to adopt new technologies, and recommends actions to remedy this.

scholarly journals Investigative journalism in a socially networked world

2014 ◽  
Vol 20 (1) ◽  
pp. 61 ◽  
Author(s):  
Amanda Gearing
Keyword(s):  
Social Media ◽  
Global Perspective ◽  
Investigative Journalism ◽  
Web Based ◽  
Online Networks ◽  
Mainstream Media ◽  
News Sources ◽  
Social Media Platforms ◽  
The Public Sphere ◽  
Use Of Social Media

This article explores how investigative journalists can join the network society by moving online, collaborating with other reporters and media outlets across regions and across national borders, yet publishing in newspapers which arguably remain the central stage of the public sphere (Carson, 2013). A better understanding of the potential of social media and web-based communications for undertaking journalistic investigations can lead to the adoption of a global perspective, enriching local, regional and national stories (Berglez, 2013). The research and collaboration for a transnational story published simultaneously in The Australian and collaboration in London in 2013 may provide insights into the potential for the use of social media platforms and web-based communications for finding stories, collaborating and following stories into the social media to find leads to follow-up stories. This article questions whether the synergies between mainstream media and social media platforms may yield potentially high impact stories for major masthead newspapers and thus contribute to their sustainability. Connectivity with news sources has always been an important resource for journalists. Online networks may have the potential to expand the range of voices that can be heard and the issues that can be covered.

scholarly journals The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study

2021 ◽  
Vol 13 (12) ◽  
pp. 6581
Author(s):  
Jooyoung Hwang ◽  
Anita Eves ◽  
Jason L. Stienmetz
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Selection Process ◽  
Decision Making Process ◽  
Structured Interviews ◽  
High Standards ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Search For Information ◽  
The Impact

Travellers have high standards and regard restaurants as important travel attributes. In the tourism and hospitality industry, the use of developed tools (e.g., smartphones and location-based tablets) has been popularised as a way for travellers to easily search for information and to book venues. Qualitative research using semi-structured interviews based on the face-to-face approach was adopted for this study to examine how consumers’ restaurant selection processes are performed with the utilisation of social media on smartphones. Then, thematic analysis was adopted. The findings of this research show that the adoption of social media on smartphones is positively related with consumers’ gratification. More specifically, when consumers regard that process, content and social gratification are satisfied, their intention to adopt social media is fulfilled. It is suggested by this study that consumers’ restaurant decision-making process needs to be understood, as each stage of the decision-making process is not independent; all the stages of the restaurant selection process are organically connected and influence one another.

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