Profiling The Needs and Wants of Millennials in The Tourism Industry: Implications for Zimbabwe

2020 ◽  
Vol 1 (2) ◽  
pp. 36-49
Author(s):  
Phanos Matura ◽  
Aretha Takaza
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Document Analysis ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Volunteer Tourism ◽  
Collection Method ◽  
Fitness Centers ◽  
Digital Skills ◽  
Service Delivery Systems

Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically.  Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism.  Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to the needs and wants of millennials to achieve superior business performance. There is a need for the adoption of proactive marketing strategies as well as taking full advantage of the opportunities presented by millennials in the tourism industry in Zimbabwe.

Investigating B-to-B Social Media Implementation

2020 ◽  
Vol 18 (1) ◽  
pp. 18-35
Author(s):  
Ying Kai Liao ◽  
Candice Chang ◽  
Giang Nu To Truong
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Marketing Strategies ◽  
Media Richness Theory ◽  
Media Usage ◽  
Marketing Orientation ◽  
Depth Interview ◽  
Level Of Use ◽  
Electronic Marketing ◽  
Business To Business

Social media usage keeps exploding all over the world which makes it an incrementally important resource to be more competitive in both business-to-customer and business-to-business marketing. However, even though social media has been widely used in B-to-B, previous researches still claim that B-to-B marketers are far behind B-to-C marketers either in the level of use or in the sophistication for social media. Building on the electronic marketing orientation (EMO) proposition and media richness theory, this research conducted a series of in-depth interview to understand inter-relationships between research constructs in a B-to-B context. Using a survey approach, the study shows that organizational cultural and cross-department coordination have significant influence on the implementations, adoption and business performance of B-to-B social media. These results of 103 respondents can prove the important references for academicians to conduct further empirical validations, and helpful for professionals to identify their marketing strategies to facilitate B-to-B business.

scholarly journals Online Marketing Strategy Analysis of PT. Bagus Trans Wisata

2021 ◽  
pp. 65
Author(s):  
Kevin Benedict Lesmana ◽  
Rustono Farady Marta ◽  
Sugeng Wahjudi
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategy Analysis ◽  
The Public ◽  
Descriptive Research ◽  
Selection Of

The tourism industry is one of the largest industries in the world, including Indonesia. So it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. PT. Bagus Trans Wisata has used new media as a channel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel

scholarly journals Is Social Media Adoption a Powerful Means to Reach High Performance in Small- and Medium-Sized Firms? An Empirical Investigation

2020 ◽  
Vol 12 (2) ◽  
pp. 50
Author(s):  
Michela Floris ◽  
Angela Dettori
Keyword(s):  
Social Media ◽  
Business Performance ◽  
High Performance ◽  
Empirical Investigation ◽  
Marketing Strategies ◽  
Marketing Tactics ◽  
Revenue Growth ◽  
Powerful Means ◽  
New Business ◽  
Source Of Information

Social media represent today an essential part of marketing strategies in business life. These communication tools are used as a source of information and dissemination of knowledge and belong to very important business marketing tactics as they help create new business opportunities, develop a stronger market position and, often contribute to changing consumer behaviour. In particular, this study investigates if and how the use of Facebook and Instagram positively affects business performance. Analyzing a sample of 30 successful European businesses that have registered relevant revenue growth in the last 3-year period, findings show that Facebook and Instagram adoption is neutral with reference to the achievement of positive financial and economic performance. An interpretive model is conceived to point out different kinds of social media adopters. Implications and limitations are discussed.

scholarly journals Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases

2016 ◽  
Vol 12 (7) ◽  
pp. 261 ◽  
Author(s):  
Filiz Bozkurt Bekoglu ◽  
Cemre Onaylı
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Business Performance ◽  
Participation Rate ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Media Campaigns ◽  
New Information ◽  
Strategic Approach ◽  
The Right

Development of internet and social media has led to significant changes in marketing. Companies are now making serious efforts to integrate social media into their marketing strategies. In order to be successful in these efforts, marketing experts need to think strategically, integrate social media campaigns into their marketing plans and use the right tools in the right way. They should also evaluate the campaign performance and its effect on business performance. The aim of this study is to define the strategic approach adopted by the companies and to explore how companies structure and measure their campaigns. Within the scope of the study, first literature review is made and then 20 successful Facebook campaigns are selected and analyzed through content analysis. The result of the analysis show that companies studied used megaphone strategy (by informing consumers through pages, ads and videos) and magnet strategy (by creating an environment for interaction through applications, surveys and competitions), but they did not use monitor strategy (following customers interaction with one another). Regarding how the campaigns were structured, it is found that half of them aimed to give new information and 20% were supported in offline platforms. The most preferred tool was the Facebook page, Facebook ads were more popular when compared to Facebook videos and the usage rate for surveys, competitions and applications were low. It is also found that like rate and participation rate were the two basic criteria companies used to measure the campaign performance but as the data provided by the companies was limited, it was not possible to comment on the general strategic approach they adopted.

Mastering Social Media in the Modern Business World

2017 ◽  
pp. 18-44 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Tourism Industry ◽  
Communication Management ◽  
Business World ◽  
Modern Business ◽  
Social Media Platforms ◽  
Strategic Goals ◽  
Media Applications

This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in the tourism industry; social media applications in the health care industry; the multifaceted applications of social media platforms in modern business; and the importance of social media in the modern business world. The implementation of social media is required for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the modern business world. The chapter argues that applying social media has the potential to enhance organizational performance and reach strategic goals in the social media age.

Mastering Social Media in the Modern Business World

2018 ◽  
pp. 111-137 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Tourism Industry ◽  
Communication Management ◽  
Business World ◽  
Modern Business ◽  
Social Media Platforms ◽  
Strategic Goals ◽  
Media Applications

This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in the tourism industry; social media applications in the health care industry; the multifaceted applications of social media platforms in modern business; and the importance of social media in the modern business world. The implementation of social media is required for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the modern business world. The chapter argues that applying social media has the potential to enhance organizational performance and reach strategic goals in the social media age.

scholarly journals Research on Social Media Tourism Marketing in the Post-epidemic Period

2021 ◽  
Vol 2 (2) ◽  
pp. 273-280
Author(s):  
Xie Xiaoluan
Keyword(s):  
Social Media ◽  
Hot Spot ◽  
Operation Mode ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Real Economy ◽  
Tourism Marketing ◽  
Epidemic Period ◽  
Global Tourism ◽  
Use Of Social Media

Since 2020, the outbreak of covid-19 has changed the operation mode of many industries, and also has a great impact on the global tourism industry. At the same time, it also promotes the transformation of the tourism industry, which is more dependent on the real economy, to the Internet economy. The use of social media for tourism marketing is a hot spot in recent years, and the outbreak of the epidemic has intensified the development of this model. This paper analyzes the characteristics of social media to explain why it is more suitable for tourism marketing than traditional media, and summarizes the tourism marketing strategies and means of social media. Social media has rich forms of expression, such as text, pictures, audio, video, live broadcast, etc., which can be selected according to the nature of tourism destination. Through the use of precision marketing, word-of-mouth marketing, celebrity effect and other marketing strategies, it can also improve the audience's willingness to travel during the post epidemic period, and promote the recovery and development of tourism.

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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