The impact of social media in the management of the online presence of the hotel sector. The case of Mallorca
DOI:
https://doi.org/10.25145/j.pasos.2023.21.035Keywords:
Tourism planning, Social media, Online marketing, Smart destinations, MallorcaAbstract
The present research proposes a methodology to analyse the degree of incidence of social media in the management of the online presence of the hotel sector in Mallorca. To this end, the Social Media Maturity Index of the Tourism Offer (IMMSOT) has been designed, which allows the situation of tourism organisations in social media to be analysed on the basis of three dimensions associated with their social media marketing strategy: engagement, channels/tools and destination. The results obtained show that the hotel sector in Mallorca makes little use of this type of tool. Moreover, differences have been observed in their use depending on the category and geographical location of the hotel establishments.
Downloads
References
Aluri, A., Slevitch, L. and Larzelere, R. (2015). The effectiveness of embedded social media on hotel websites and the importance of social interactions and return on engagement. International Journal of Contemporary Hospitality Management, Vol. 27 No. 4, pp. 670-689. https://doi.org/10.1108/IJCHM-09-2013-0415
Beltrán, M. Á., Parra, M. C., & Padilla, J. M. (2017). Las redes sociales aplicadas al sector hotelero. International journal of scientific management and tourism, 3(2), 131-153.
Benckendorff, P. J., Sheldon, P. J., & Fesenmaier, D. R. (2014). Social media and tourism. Tourism information technology, (Ed. 2), 120-147.
Buhalis, D., & Leung, R. (2018). Smart hospitality—Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41-50.
Cascales, G., Fuentes, L., & De Esteban, J. (2017). La interacción de los hoteles con las redes sociales: un análisis de los hoteles de cuatro estrellas de la Comunidad de Madrid (España). Cuadernos de turismo, (39), 131-148.
Celdrán-Bernabéu, M. A., Mazón, J.-N., Ivars-Baidal, J. A., & Vera-Rebollo, J. F. (2018). Smart tourism. Un estudio de mapeo sistemático. Cuadernos De Turismo, (41). https://doi.org/10.6018/turismo.41.326971
Chung, N., Lee, H., Lee, S. J., & Koo, C. (2015). The influence of tourism website on tourists’ behavior to determine destination selection: A case study of creative economy in Korea. Technological Forecasting and Social Change, 96, 130–143. https://doi.org/10.1016/j.techfore.2015.03.004
Deng, Z., Benckendorff, P., & Wang, J. (2021). Travel live streaming: an affordance perspective. Information Technology & Tourism, 23(2), 189-207.
Diana-Jens, P., & Rodríguez, A. (2015). La reputación online y su impacto en la política de precios de los hoteles. Cuadernos de Turismo, (36), 129-155.
Dijkmans C., Kerkof P. and Beukeboom C. (2020): Adapting to an emerging social media landscape: The rise of informationalization in companied commercialisation in tourism, en Neidhardt J. and Worndl W. (Eds), Information Communication Technologies in Tourism. Springer International Publishing.
Femenia-Serra, F., Ivars-Baidal, J. A., (2018). Do smart tourism destinations really work ? The case of Benidorm Do smart tourism destinations really work ? The case of Benidorm, 1665. https://doi.org/10.1080/10941665.2018.1561478
Ganjeh, Y., Khani, N. and Alem Tabriz, A. (2019). Social media usage and commercialization performance: role of networking capability. Journal of Science and Technology Policy Management, Vol. 10 No. 5, pp. 1174-1195. https://doi.org/10.1108/JSTPM-10-2018-0102
Garrido-Moreno, A. y Lockett, N. (2016). Social media use in european hotels: benefits and main challenges. Tourism & Management Studies, 12, 1, 172-179.
Giner, D. (2017). Social Media Marketing en destinos turísticos. Implicaciones y retos de la evolución del entorno online. Ed. UOC.
Giner D. y Celdrán M. (2021): El escenario Smart y sus derivadas en la estrategia de marketing online de los destinos turísticos. El caso de la Comunitat Valenciana. Investigaciones Regionales - Journal of Regional Research, 51.
Gretzel, U., & Yoo, K. H. (2014). Premises and promises of social media marketing in tourism. In The Routledge handbook of tourism marketing (pp. 513-526). Routledge.
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8
Gretzel, U., Werthner, H., Koo, C., & Lamsfus, C. (2015). Conceptual foundations for understanding smart tourism ecosystems. Computers in Human Behavior, 50, 558–563. https://doi.org/10.1016/j.chb.2015.03.043
Hamill, J. y Stevenson, A. (2010). Guide to social media strategy development, implementation and performance measurement. Disponible en: http://goo.gl/OoyVaM.
Hjalager, A.-M. (2013). 100 Innovations That Transformed Tourism. Journal of Travel Research, 54(1), 3–21. https://doi.org/10.1177/0047287513516390
Hu, L., & Olivieri, M. (2020). Social media and omni-channel strategies in the tourism industry: an analysis of club med. In Advances in Digital Marketing and eCommerce (pp. 47-55). Springer, Cham.
Institut d'Estadística de les Illes Balears (2019). Estadísticas de turismo. Disponible en: https://cutt.ly/pSaWkaF
ITH (2015). Factores clave de la distribución hotelera. Disponible en: https://bit.ly/3q6maDP
Ivars-Baidal, Josep Antoni, & Vera Rebollo, J. F. (2019). Planificación turística en España. De los paradigmas tradicionales a los nuevos enfoques: planificación turística inteligente. Bage, (82), 1–31. https://doi.org/10.21138/bage.2765
Jovicic, D. (2019). From the traditional understanding of tourism destination to the smart tourism destination, Current Issues in Tourism, 22:3, 276-282, DOI: 10.1080/13683500.2017.1313203
Kaplan, M. y Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 1, 59 - 68.
Kietzmann, J. et al. (2011). Social media? Get serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54, 33, 241-251.
Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165-171.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of travel & tourism marketing, 30(1-2), 3-22.
Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, Volume 66, September 2017, Pages 35-45. https://doi.org/10.1016/j.ijhm.2017.06.012
Ley 8/2012, de 19 de julio, del Turismo de las Islas Baleares (BOIB núm 106, 21/7/2012).
Lovett, J. (2011). Social media metrics secrets. John Wiley & Sons.
Marchiori, E. (2013). Destination reputation in online media: Covered topics and perceived online dominant opinion (Doctoral dissertation, Università della Svizzera italiana).
Mellinas, J. P., Martínez María-Dolores, S. M., & Bernal García, J. J. (2014). Uso de las redes sociales en los hoteles de la costa española. Investigaciones Turísticas. 2014, 7: 87-101. doi:10.14198/INTURI2014.7.05
Mellinas, J. P., María-Dolores, S. M. M., & García, J. J. B. (2016). El uso de redes sociales por los hoteles como indicativo de gestión eficiente. Tourism & Management Studies, 12(2), 78-83.
Nassar, M. A. (2012). An investigation of hoteliers' attitudes toward the use of social media as a branding tool. International Journal of Marketing Studies, 4(4), 93.
Noone, B. M., McGuire, K. A., & Rohlfs, K. V. (2011). Social media meets hotel revenue management: Opportunities, issues and unanswered questions. Journal of Revenue and Pricing Management, 10(4), 293-305.
Noone, B. M., & McGuire, K. A. (2013). Pricing in a social world: The influence of non-price information on hotel choice. Journal of Revenue and Pricing Management, 12(5), 385-401.
Organisation for Economic Co-operation and Development. (2021). Preparing the Tourism Workforce for the Digital Future. OECD Publishing.
Parra-López, E., & Oreja-Rodríguez, J. R. (2014). Evaluation of the competiveness of tourist zones of an island destination: An application of a Many-Facet Rasch Model (MFRM). Journal of Destination Marketing and Management, 3(2), 114–121. https://doi.org/10.1016/j.jdmm.2013.12.007
Parra-Meroño, M. C., Beltrán-Bueno, M. Á., & Padilla-Piernas, J. M. (2017). El fénomeno web 2.0 aplicado al sector hotelero. International Journal of Scientific Management and Tourism, 3(4), 301-320.
Perles-Ribes, J. F., Ramón-Rodríguez, A. B., Moreno-Izquierdo, L., & Such-Devesa, M. J. (2019). Online reputation and destination competitiveness: The case of Spain. Tourism Analysis, 24(2), 161-176.
Sánchez-Casado, N., Artal-Tur, A., & Tomaseti-Solano, E. (2019). Social Media, Customers' Experience, and Hotel Loyalty Programs. Tourism Analysis, 24(1), 27-41.
Senders, A., Govers, R., & Neuts, B. (2013). Social media affecting tour operators' customer loyalty. Journal of Travel & Tourism Marketing, 30(1-2), 41-57.
Serra, A. y Salvi F. (2014). New consumer behavior: a review of research on e-Wom and hotels. International Journal of Hospitality Management, 36, 41-51.
van Asperen, M., de Rooij, P., & Dijkmans, C. (2018). Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry. International Journal of Hospitality & Tourism Administration, 19(1), 78-94.
Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management, 47, 108-115.
Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244–249. https://doi.org/10.1016/j.jretconser.2014.08.005
Ying, L., Ze, C., & Law, R. (2018). Mapping the progress of social media research in hospitality and tourism management from 2004 to 2014. Journal of Travel & Tourism Marketing, 35, 102–118.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.
Zhang, W., Wang, Y., & Zhang, T. (2021). Can “Live Streaming” Really Drive Visitors to the Destination? From the Aspect of “Social Presence”. SAGE Open, 11(1), 21582440211006691
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Marc Fuster, David Giner Sánchez, Marco Antonio Celdrán Bernabéu, Miquel Ángel Coll Ramis
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I confirm that the work is original (of my/our authorship), and that it will not be submitted to other journals or publications until the final resolution of the review process in PASOS, RTPC.
I authorize the publication of my work by PASOS, PSTN of free and open access in any of the formats that I deem appropriate, for an indefinite period of time and as a non-remunerated collaboration.
Likewise, the author(s) understands that the published work may be linked or deposited on any server or included in other publications (republication), provided that the new place and/or new edition references the original publication and acknowledges the authorship and copyright ownership of PASOS RTPC publications.
Authors understand that a plagiarism-self-plagiarism check will be performed, and the article may be removed at any time from the editorial flow.
