RANKING SOCIAL MEDIA UTILIZATION AMONG TOURISTS TO IMPROVE MARKETING INNOVATION USING BAYESIAN POSTERIOR PROBABILITY AND MAXIMUM POSTERIOR PROBABILITY PROCEDURE (MAP): EVIDENCE FROM THE HOSPITALITY INDUSTRY IN GHANA

Bertha Ada Danso, Hu Xuhua, Michael Addai, Isaac Adjei Mensah

Abstract


The emergence of information technologies has impacted on hospitality organisations, product-related processes and consumers’ experiences of the hospitality industry. Our study sought to examine the extent to which tourists patronizing hospitality facilities in selected cities in Ghana, use social media platforms, the period they utilize these platforms, the specific activities social media is deployed to perform and degree of use of social media in performance of these functions. A total of 800 tourists participated in this research. We measured their perception of the importance of social media on travel process in three different phases (pre-visit, on site, post-visit). Regarding inter-phase ranking of use of social media by tourist, our Bayesian posterior probability and the Maximum Posterior Probability Procedure weights shows that tourist mostly used social media platforms before their visits. We Further note that usage of social media in different activities in the respective phases differed marginally using the two weights.


Full Text:

PDF

References


References

Abubakar, Abubakar Mohammed, & Ilkan, Mustafa. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192-201.

Aktan, Ercan, & Ozupek, Mehmet Nejat. (2017). Corporate Advertising at the Age of Social Media. Advertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications, 413.

Baldassar, Loretta, Nedelcu, Mihaela, Merla, Laura, & Wilding, Raelene. (2016). ICT‐based co‐presence in transnational families and communities: challenging the premise of face‐to‐face proximity in sustaining relationships. Global Networks, 16(2), 133-144.

Becker-Olsen, Karen, & Guzmán, Francisco. (2017). Corporate Social Responsibility Communication in North America: The Past, Present and Future Handbook of Integrated CSR Communication (pp. 293-315): Springer.

Berezina, Katerina, Bilgihan, Anil, Cobanoglu, Cihan, & Okumus, Fevzi. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), 1-24.

Bhusal, Sundar. (2016). An explorative research on User-generated contents’ Influences towards destination image.

Bilgihan, Anil, Barreda, Albert, Okumus, Fevzi, & Nusair, Khaldoon. (2016). Consumer perception of knowledge-sharing in travel-related Online Social Networks. Tourism Management, 52, 287-296.

Blomberg-Nygard, Anita, & Anderson, Chris K. (2016). United Nations world tourism organization study on online guest reviews and hotel classification systems: an integrated approach. Service Science, 8(2), 139-151.

Bowie, David, Buttle, Francis, & Brookes, Maureen. (2016). Hospitality marketing: Taylor & Francis.

Brengarth, Lauren Bacon, & Mujkic, Edin. (2016). WEB 2.0: How social media applications leverage nonprofit responses during a wildfire crisis. Computers in Human Behavior, 54, 589-596.

Cahyanto, Ignatius, Pennington-Gray, Lori, Thapa, Brijesh, Srinivasan, Siva, Villegas, Jorge, Matyas, Corene, & Kiousis, Spiro. (2016). Predicting information seeking regarding hurricane evacuation in the destination. Tourism Management, 52, 264-275.

Caldwell, Helen, & Heaton, Rebecca. (2016). The interdisciplinary use of blogs and online communities in teacher education. The International Journal of Information and Learning Technology, 33(3), 142-158.

Chang, Wen, & Busser, James A. (2017). Hospitality employees promotional attitude: Findings from graduates of a twelve-month management training program. International Journal of Hospitality Management, 60, 48-57.

Choe, Yeongbae, Kim, Jeongmi, & Fesenmaier, Daniel R. (2017). Use of social media across the trip experience: An application of latent transition analysis. Journal of Travel & Tourism Marketing, 34(4), 431-443.

Dhaka, Sunishtha. (2017). A Social Layer of Customer to Customer “Value Co-Creation” as an Engagement Marketing Tool: A Transformation at Societal Level. International Journal of Transformation in Operational & Marketing Management, 3(1).

Dileep, MR, Sindhu, S, & Ismail, Abduraoof Ahmed. (2017). Influence of New Media on Travel Decision Making. Atna Journal of Tourism Studies, 8(1), 1-16.

Doosti, Shabnam, Jalilvand, Mohammad Reza, Asadi, Ali, Khazaei Pool, Javad, & Mehrani Adl, Parisa. (2016). Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137-148.

Edwards, Deborah, Edwards, Deborah, Cheng, Mingming, Cheng, Mingming, Wong, IpKin Anthony, Wong, IpKin Anthony, . . . Wu, Qiang. (2017). Ambassadors of knowledge sharing: Co-produced travel information through tourist-local social media exchange. International Journal of Contemporary Hospitality Management, 29(2), 690-708.

Erkan, Ismail, & Evans, Chris. (2016a). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.

Erkan, Ismail, & Evans, Chris. (2016b). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 1-17.

Fang, Jiaming, Zhao, Zhirong, Wen, Chao, & Wang, Ruping. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269-283.

Feeney, Mary K, & Welch, Eric W. (2016). Technology–task coupling: Exploring social media use and managerial perceptions of e-government. The American Review of Public Administration, 46(2), 162-179.

Ganzaroli, Andrea, De Noni, Ivan, & van Baalen, Peter. (2017). Vicious advice: Analyzing the impact of TripAdvisor on the quality of restaurants as part of the cultural heritage of Venice. Tourism Management, 61, 501-510.

Gon, Marika, Pechlaner, Harald, & Marangon, Francesco. (2016). Destination management organizations (DMOs) and Digital Natives: the neglected “informal expertise” in web 2.0 implementation and social media presence. Insights from the Italian Friuli Venezia Giulia DMO. Information Technology & Tourism, 16(4), 435-455.

Herring, Susan C. (2013). Discourse in Web 2.0: Familiar, reconfigured, and emergent. Discourse, 2, 1-25.

Hsu, Liwei. (2017). Mind the Gap: Exploring Hospitality Teachers’ and Student Interns’ Perception of Using Virtual Communities for Maintaining Connectedness in Internship. Journal of Education and Training, 4(1), 88-100.

Huarng, Kun-Huang, & Mas-Tur, Alicia. (2016). Turning Kurt Lewin on his head: Nothing is so theoretical as a good practice. Journal of Business Research, 69(11), 4725-4731.

Hur, Kyungsuk, Kim, Taegoo Terry, Karatepe, Osman M, & Lee, Gyehee. (2017). An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers. Tourism Management, 63, 170-178.

Israeli, Aviad A, Lee, Seonjeong Ally, & Karpinski, Aryn C. (2017). Investigating the Dynamics and the Content of Customers’ Social Media Reporting after a Restaurant Service Failure. Journal of Hospitality Marketing & Management, 1-21.

Keegan, Brendan James, Keegan, Brendan James, Rowley, Jennifer, & Rowley, Jennifer. (2017). Evaluation and decision making in social media marketing. Management Decision, 55(1), 15-31.

Kim, Sung-Eun, Lee, Kyung Young, Shin, Soo Il, & Yang, Sung-Byung. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management.

Kim, Woo Gon, Kim, Woo Gon, Park, Seo Ah, & Park, Seo Ah. (2017). Social media review rating versus traditional customer satisfaction: Which one has more incremental predictive power in explaining hotel performance? International Journal of Contemporary Hospitality Management, 29(2), 784-802.

Lee, Yong-Ki, Lee, Yong-Ki, Kim, Sally Y, Kim, Sally Y, Chung, Namho, Chung, Namho, . . . Lee, Jong-Won. (2016). When social media met commerce: a model of perceived customer value in group-buying. Journal of Services Marketing, 30(4), 398-410.

Lepkowska-White, Elzbieta. (2017). Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business. Journal of Internet Commerce, 1-20.

Leung, Xi Y, Sun, Jie, & Bai, Billy. (2017). Bibliometrics of social media research: A co-citation and co-word analysis. International Journal of Hospitality Management, 66, 35-45.

Li, Li, Peng, Maojuan, Jiang, Nan, & Law, Rob. (2017). An empirical study on the influence of economy hotel website quality on online booking intentions. International Journal of Hospitality Management, 63, 1-10.

Li, Yung-Ming, Lai, Cheng-Yang, & Lin, Lien-Fa. (2017). A diffusion planning mechanism for social marketing. Information & Management, 54(5), 638-650.

Marali, Despoina. (2016). The future of Zero Moment of Truth in an IoT ecosystem in Tourist Attractions.

Martinez, Borja, Vilajosana, Xavier, Kim, Il Han, Zhou, Jianwei, Tuset-Peiró, Pere, Xhafa, Ariton, . . . Lu, Xiaolin. (2017). I3Mote: An Open Development Platform for the Intelligent Industrial Internet. Sensors, 17(5), 986.

Murphy, Hilary Catherine, Chen, Meng-Mei, & Cossutta, Mathieu. (2016). An investigation of multiple devices and information sources used in the hotel booking process. Tourism Management, 52, 44-51.

Nduhura, Dominique, & Prieler, Michael. (2017). When I chat online, I feel relaxed and work better: Exploring the use of social media in the public sector workplace in Rwanda. Telecommunications Policy.

Neirotti, Paolo, Raguseo, Elisabetta, & Paolucci, Emilio. (2016). Are customers’ reviews creating value in the hospitality industry? Exploring the moderating effects of market positioning. International Journal of Information Management, 36(6), 1133-1143.

Okazaki, Shintaro, Andreu, Luisa, & Campo, Sara. (2017). Knowledge Sharing Among Tourists via Social Media: A Comparison Between Facebook and TripAdvisor. International Journal of Tourism Research, 19(1), 107-119.

Pabel, Anja, & Prideaux, Bruce. (2016). Social media use in pre-trip planning by tourists visiting a small regional leisure destination. Journal of Vacation Marketing, 22(4), 335-348.

Pantano, Eleonora, Priporas, Constantinos-Vasilios, & Stylos, Nikolaos. (2017). ‘You will like it!’using open data to predict tourists' response to a tourist attraction. Tourism Management, 60, 430-438.

Parker, Geoffrey G, Van Alstyne, Marshall W, & Choudary, Sangeet Paul. (2016). Platform revolution: How networked markets are transforming the economy--and how to make them work for you: WW Norton & Company.

Pawłowska, Aneta. (2016). Tourists and social media: Already inseparable marriage or still a long-distance relationship? Analysis of focus group study results conducted among tourists using social media. World Scientific News, 57, 106-115.

Peel, Victoria, & Sørensen, Anders. (2016). Exploring the use and impact of travel guidebooks (Vol. 48): Channel View Publications.

Semerádová, Tereza, & Vávrová, Jitka Němečková. (2016). Using a systemic approach to assess Internet marketing communication within hospitality industry. Tourism Management Perspectives, 20, 276-289.

Song, Sujin, & Yoo, Myongjee. (2016). The role of social media during the pre-purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84-99.

Sotiriadis, Marios D, & Sotiriadis, Marios D. (2017). Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225.

Sparks, Beverley A, So, Kevin Kam Fung, & Bradley, Graham L. (2016). Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74-85.

Steckman, Laura M, & Andrews, Marilyn J. (2017). Online around the World: A Geographic Encyclopedia of the Internet, Social Media, and Mobile Apps: ABC-CLIO.

Tasci, Asli DA. (2016). A quest for destination loyalty by profiling loyal travelers. Journal of Destination Marketing & Management.

Teruelle, Rhon. (2016). Social Media, Red Squares, and Other Tactics: The 2012 Québec Student Protests. University of Toronto (Canada).

Thach, Liz, Lease, Terry, & Barton, Marieska. (2016). Exploring the impact of social media practices on wine sales in US wineries. Journal of Direct, Data and Digital Marketing Practice, 17(4), 272-283.

Thomas, Tracey L, Schrock, Courtney, & Friedman, Daniela B. (2016). Providing Health Consumers with Emergency Information: A Systematic Review of Research Examining Social Media Use During Public Crises. Journal of Consumer Health on the Internet, 20(1-2), 19-40.

Turban, Efraim, Strauss, Judy, & Lai, Linda. (2016). Supporting Theories and Concepts for Social Commerce Social Commerce (pp. 47-72): Springer.

Verduyn, Philippe, Ybarra, Oscar, Résibois, Maxime, Jonides, John, & Kross, Ethan. (2017). Do Social Network Sites Enhance or Undermine Subjective Well‐Being? A Critical Review. Social Issues and Policy Review, 11(1), 274-302.

Wang, Saerom, Kirillova, Ksenia, & Lehto, Xinran. (2017). Travelers’ food experience sharing on social network sites. Journal of Travel & Tourism Marketing, 34(5), 680-693.

Weltevrede, Esther Josephina Theresia. (2016). Repurposing digital methods: The research affordances of platforms and engines. Universiteit van Amsterdam [Host].

Wu, Kuo-Jui, Cui, Li, Tseng, Ming-Lang, Hu, Jiayao, & Huy, Pham Minh. (2017). Applying Big Data with Fuzzy DEMATEL to Discover the Critical Factors for Employee Engagement in Developing Sustainability for the Hospitality Industry under Uncertainty Supply Chain Management in the Big Data Era (pp. 218-253): IGI Global.

Yoo, Kyung-Hyan, & Gretzel, Ulrike. (2016). Use and Creation of Social Media by. Social media in travel, tourism and hospitality: Theory, practice and cases, 189.

Zhang, Yingrui. (2014). How complementor partners add value to e-tailers?


Refbacks

  • There are currently no refbacks.