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Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry

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  • Deszczyński Bartosz

    (Department of International Marketing, Poznań University of Economics and Business, Poznań, Poland)

Abstract

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.

Suggested Citation

  • Deszczyński Bartosz, 2017. "Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 53(4), pages 93-114, December.
    • Handle: RePEc:vrs:ijomae:v:53:y:2017:i:4:p:93-114:n:7
    DOI: 10.1515/ijme-2017-0028
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    References listed on IDEAS

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