 Social Media Marketing in Hotel Organizations and the Process of Creating Value in a Cross-Cultural Environment – an International Case StudyKarin Högberg
Marketing Science & Inspirations, 2015, vol. 10, issue 4, 6-17 Abstract: The development and usage of information communication technology (ICT) such as social media channels has rapidly changed the tourism and hospitality industry since it both ease the travellers need for information and helps the hotel organizations to spread information to guests all over the world. Therefore, the tourism and hospitality industry can today be seen as an electronic business or e-tourism. The focus of this international case study is hotel organizations and their usage of e-relationship marketing and social media marketing in a cross cultural market. The study includes interviews with 22 hotel managers at 14 hotels in 7 European countries. The purpose is to explore and develop a greater understanding of how hotels in this case study market themselves in social media and practice e-relationship marketing, but also to study the process of creating added value by using cross-cultural e-relationship marketing. Keywords: social media; marketing; cultural environment; e-tourism (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:10:y:2015:i:4:p:6-17 Access Statistics for this article More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC. |
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