IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-14343-9_18.html
   My bibliography  Save this book chapter

Social Media Return on Investment and Performance Evaluation in the Hotel Industry Context

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Dimitrios Buhalis

    (Bournemouth University)

  • Emmanouil Mamalakis

    (Bournemouth University)

Abstract

Marketing has been impacted by social media platforms and the Internet developments. To survive fierce competition, corporations have to take advantage of all the opportunities provided by Social Media (SM). Marketers need to evaluate the effectiveness of different SM channels and Return on Investment (ROI) measurement is critical in the management of SM marketing campaigns. This paper assesses SM ROI using Princess Andriana Hotel in Rhodes, Greece as a case study. It clarifies complicated concepts related to SM ROI measurement. A comprehensive framework, built around the landscape of SM ROI assessment supports measurability. A netnographic observation revealed suitable metrics for the evaluation of the SM activities. Five SM channels and a set of analytics tools were combined to measure SM ROI. The result identified both financial and non-financial returns. Finally, recommendations for future assessment of SM campaign are provided.

Suggested Citation

  • Dimitrios Buhalis & Emmanouil Mamalakis, 2015. "Social Media Return on Investment and Performance Evaluation in the Hotel Industry Context," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 241-253, Springer.
  • Handle: RePEc:spr:sprchp:978-3-319-14343-9_18
    DOI: 10.1007/978-3-319-14343-9_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 0. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    2. Alessandro Inversini & Roland Schegg, 0. "Special issue on ENTER2016," Information Technology & Tourism, Springer, vol. 0, pages 1-3.
    3. María Bonilla-Quijada & Juan Tugores-Ques & Josep Lluís Olmo Arriaga, 2021. "Promotion of urban tourism: insights into user engagement on social media," Information Technology & Tourism, Springer, vol. 23(4), pages 611-632, December.
    4. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    5. Alessandro Inversini & Roland Schegg, 2017. "Special issue on ENTER2016," Information Technology & Tourism, Springer, vol. 17(1), pages 1-3, March.
    6. Viglia, Giampaolo & Pera, Rebecca & Bigné, Enrique, 2018. "The determinants of stakeholder engagement in digital platforms," Journal of Business Research, Elsevier, vol. 89(C), pages 404-410.
    7. Prados-Peña, Mª Belén & Crespo-Almendros, Esmeralda & Porcu, Lucía, 2022. "COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal†in the airline industry," Journal of Air Transport Management, Elsevier, vol. 103(C).
    8. Sánchez Jiménez, Miguel & Matos, Nelson & Correia, Marisol, 2019. "Evolution Of The Presence And Engagement Of Official Social Networks In Promoting Tourism In Spain," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(3), pages 210-225.
    9. Hyun Gon Kim & Zhan Wang, 2019. "Defining and measuring social customer-relationship management (CRM) capabilities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 40-50, March.
    10. Anna Krizanova & George Lăzăroiu & Lubica Gajanova & Jana Kliestikova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, MDPI, vol. 11(24), pages 1-19, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-14343-9_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.