IS SOCIAL MEDIA A VALUABLE TOOL FOR EVALUATION OF TOURISM SERVICES? EVIDENCES FOR BUCHAREST METROPOLIS AS A TOURISM DESTINATION

Camelia Surugiu, Doru-Marian Tudorache, Roxana Astefanoaiei, Raluca Mazilescu and Marius-Razvan Surugiu
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Camelia Surugiu: Faculty of Administration and Business, University of Bucharest, 030018, The National Institute for Research and Development in Tourism, 050741, Romania
Doru-Marian Tudorache: The National Institute for Research and Development in Tourism, 050741, Romania
Roxana Astefanoaiei: The National Institute for Research and Development in Tourism, 050741, Romania
Raluca Mazilescu: The Institute of National Economy, Romanian Academy, 050711, Romania
Marius-Razvan Surugiu: Institute of National Economy, Romanian Academy

Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, 2020, vol. 29, issue 29, 9

Abstract: Tourism stakeholders are not currently using information and communication technologies (ICT) and social media tools at its full effectiveness, in order to relate and engage with tourists. Unfortunately, social media is not differentiated as a specific and vital marketing tool in order to enrich marketing strategy. DMO need to pay attention to social media websites because they assist consumer-generated content, and in order not to undermine their authority. Organizations no longer have ultimate power over their image. DMO should develop a more flexible strategy incorporating social media as a marketing tool. This paper presents the perceptions of tourists about tourism services provided by tourism operators from Bucharest metropolis, via social media networks, namely Booking, TripAdvisor and mobile applications.

Keywords: Bucharest; marketing; perceptions; social media; tourism services (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:scm:rdtusv:v:29:y:2020:i:29:p:9

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