Abstract
Social Media in Tourism- A Double-Edged Sword
Highlights
Over the years tourism have based majorly on the power of word of mouth marketing; it used to be our family and friends who motivated and helped us in planning our travels
Nowadays with the development of the information and communication technology, the word of mouth information has stretched beyond a limited group to the whole world
As an inseparable part of digital technology, social media provide an advantage to the tourists to get connected with suggestions and opinions of millions of people, including friends, family and the travellers they have never even met
Summary
Over the years tourism have based majorly on the power of word of mouth marketing; it used to be our family and friends who motivated and helped us in planning our travels. Nowadays important for destination marketers to use social media tourists create an image about a destination and other platforms for marketing in such a way that it will make travel products on the basis of their past experience, the destination competitive as compared to other press reports, word of mouth and common beliefs, destinations so as to minimize the negative impacts of before visiting to a particular destination Use of social media marketing by the tourism organization generally helps them to distribute and communicate information to the masses. Comments and information shared about a destination by the past traveller on social media products and services are designed in order to meet the needs and wants of tourists (Cooper, Fletcher, Gilbert, Shepherd & Wanhill, 1998). Tourism is a fast growing industry which relies heavily on the use of internet and online Relationship of Tourism Marketing with Social transaction (Werthner and Ricci, 2004)
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