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Social media management in the traveller's customer journey: an analysis of the hospitality sector

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  • Lala Hu
  • Mirko Olivieri

Abstract

In hospitality, consumers rely on social media during the purchase decision process, e.g. to search for information, compare alternative destinations and share media content of their travel experiences. While previous research has mainly analyzed the consumer-side, the aim of this paper is to examine how hospitality firms manage social media within their marketing strategies considering the phases of the traveller's customer journey. To achieve our research objective, we conducted a multiple-case study by interviewing key informants from two hospitality companies. Results discuss the main touchpoints activated and their respective objectives, highlighting the growing usage of social media in all the phases of the traveller's consumer journey. The paper also presents managerial implications for the social media marketing strategies of hospitality companies.

Suggested Citation

  • Lala Hu & Mirko Olivieri, 2021. "Social media management in the traveller's customer journey: an analysis of the hospitality sector," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(12), pages 1768-1779, June.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:12:p:1768-1779
    DOI: 10.1080/13683500.2020.1819969
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    Cited by:

    1. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).

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