Brand strategies in social media in hospitality and tourism

Sérgio Moro · Paulo Rita

172 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Digital Marketing and Social Media Diverse Aspects of Tourism Research Marketing and Advertising Strategies

Abstract

Purpose This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.

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References

2009Users of the world, unite! The challenges and opportunities of Social Media 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 20124 What Is Web 2.0? Design Patterns and Business Models for the Next Generation of Software 2011Social media? Get serious! Understanding the functional building blocks of social media 2009Social media: The new hybrid element of the promotion mix 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Consumer engagement in a virtual brand community: An exploratory analysis 2002Building Brand Community

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2020Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong 2019Effect of social media sharing on destination brand awareness and destination quality 2019A bibliometric analysis of social media in hospitality and tourism research 2020The impact of social media activities on brand image and emotional attachment 2020Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS

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