IDEAS home Printed from https://ideas.repec.org/h/zbw/entr18/183814.html
   My bibliography  Save this book chapter

Analytics of Social Media: Perspective of Country Tourism Office

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018

Author

Listed:
  • Ćurlin, Tamara
  • Jaković, Božidar
  • Strugar, Ivan

Abstract

Social media are considered as one of the most significant data source of modern times. Among numerous industries affected by social media impact, tourism emerges as one of the key sectors where social media are progressively relevant. It has the impact on both destinations and enterprises. Data analytic systems help us to make smarter, data-driven decisions. Now that smartphones are broadly used, analytics systems are developed as mobile applications. The main objective of this paper is to examine the increasing role of the social media data analytics in tourism by presenting the case study on country tourism offices of Slovenia and Croatia. Both descriptive statistics and content analysis were used in order to explore, interpret and compare insights from social media provided by data analytics mobile application. Assorted practical implications have revealed from the study report, such as suggestions for content and the time and day of publishing in order to get higher engagement. Furthermore, no one, to the best of our knowledge, conducted similar research, so the paper contributes to the theoretical development of the field as well.

Suggested Citation

  • Ćurlin, Tamara & Jaković, Božidar & Strugar, Ivan, 2018. "Analytics of Social Media: Perspective of Country Tourism Office," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 49-59, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr18:183814
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/183814/1/06-ENT-2018-Curlin-49-59.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    3. Munar, Ana María & Jacobsen, Jens Kr. Steen, 2014. "Motivations for sharing tourism experiences through social media," Tourism Management, Elsevier, vol. 43(C), pages 46-54.
    4. Amaro, Suzanne & Duarte, Paulo & Henriques, Carla, 2016. "Travelers’ use of social media: A clustering approach," Annals of Tourism Research, Elsevier, vol. 59(C), pages 1-15.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Tamara Curlin & Mirjana Pejic Bach & Ivan Miloloza, 2019. "Use of Twitter by National Tourism Organizations of European Countries," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 17(1-B), pages 226-241.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    2. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    3. Assumpcio Huertas & Estela Marine-Roig, 2016. "User reactions to destination brand contents in social media," Information Technology & Tourism, Springer, vol. 15(4), pages 291-315, January.
    4. Minkwitz Aleksandra, 2018. "Tripadvisor as a Source of Data in the Planning Process of Tourism Development on a Local Scale," Turyzm / Tourism, Sciendo, vol. 28(2), pages 49-55, December.
    5. Mylona Ifigeneia & Amanatidis Dimitrios & Stavrianea Aikaterini & Kamenidou Irene (Eirini) & Mamalis Spyridon, 2021. "Promoting Tourists’ Destinations in Greece with Social Media: The Case of Kimolos Island," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 347-361.
    6. Tamara Curlin & Mirjana Pejic Bach & Ivan Miloloza, 2019. "Use of Twitter by National Tourism Organizations of European Countries," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 17(1-B), pages 226-241.
    7. Balouchi Mina & Khanmohammadi Ehsan, 2015. "Using Logarithmic Fuzzy Preference Programming To Prioritization Social Media Utilization Based On Tourists’ Perspective," Foundations of Management, Sciendo, vol. 7(1), pages 7-18, June.
    8. Sakshi, & Tandon, Urvashi & Ertz, Myriam & Bansal, Harbhajan, 2020. "Social vacation: Proposition of a model to understand tourists’ usage of social media for travel planning," Technology in Society, Elsevier, vol. 63(C).
    9. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    10. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    11. Saridakis, George & Benson, Vladlena & Ezingeard, Jean-Noel & Tennakoon, Hemamali, 2016. "Individual information security, user behaviour and cyber victimisation: An empirical study of social networking users," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 320-330.
    12. Estela Marine-Roig & Eva Martin-Fuentes & Natalia Daries-Ramon, 2017. "User-Generated Social Media Events in Tourism," Sustainability, MDPI, vol. 9(12), pages 1-23, December.
    13. Tribe, John & Mkono, Muchazondida, 2017. "Not such smart tourism? The concept of e-lienation," Annals of Tourism Research, Elsevier, vol. 66(C), pages 105-115.
    14. Luyi Qiu & Aro I & Timothy J. Lee & Jinok Susanna Kim, 2021. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    15. Suzanne Amaro & Paulo Duarte, 2017. "Social media use for travel purposes: a cross cultural comparison between Portugal and the UK," Information Technology & Tourism, Springer, vol. 17(2), pages 161-181, June.
    16. Caiwei Ma & Norman Au & Lianping Ren, 2020. "Biased minds experience improved decision-making speed and confidence on social media: a heuristic approach," Information Technology & Tourism, Springer, vol. 22(4), pages 593-624, December.
    17. Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    18. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    19. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    20. Simona Franzoni & Michelle Bonera, 2019. "How DMO Can Measure the Experiences of a Large Territory," Sustainability, MDPI, vol. 11(2), pages 1-14, January.

    More about this item

    Keywords

    tourism; technology; innovation; research; development;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

    Statistics

    Access and download statistics

    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:zbw:entr18:183814. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.entrenova.org/ .

    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.