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Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Lala Hu

    (Catholic University of the Sacred Heart)

  • Mirko Olivieri

    (IULM University)

Abstract

In tourism, digital media represent a primary channel to interact with consumers directly or by means of social media and travel-related platforms (e.g., TripAdvisor, Booking.com etc.). Over the past few years, travel companies have increased the usage of social media as tools to communicate and engage with existing and potential consumers. The purpose of this paper is to investigate the role of social media within the omni-channel marketing strategies of tourism companies. We conducted a case study of the company Club Med by collecting semi-structured interviews with key-informants. Findings provide insights regarding the use of social media as main touchpoints for tourism companies’ strategies and the type of engagement activated with consumers. Furthermore, this research suggests some practical implications for the management of the social media marketing activities.

Suggested Citation

  • Lala Hu & Mirko Olivieri, 2020. "Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 47-55, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_7
    DOI: 10.1007/978-3-030-47595-6_7
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    Cited by:

    1. Velina Kazandzhieva, 2020. "Distribution Of Tourism Services In Omnichannel Retailing," Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 335-343, October.

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