Facebook marketing by hotel groups

Impacts of post content and media type on fan engagement

Kyung Hyan Yoo, Woojin Lee

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.

Original languageEnglish (US)
Title of host publicationAdvances in Social Media for Travel, Tourism and Hospitality
Subtitle of host publicationNew Perspectives, Practice and Cases
PublisherTaylor and Francis
Pages131-146
Number of pages16
ISBN (Electronic)9781317185147
ISBN (Print)9781472469205
DOIs
StatePublished - Jan 1 2017

Fingerprint

marketing
tourism
decision making
social media

ASJC Scopus subject areas

  • Earth and Planetary Sciences(all)

Cite this

Yoo, K. H., & Lee, W. (2017). Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement. In Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases (pp. 131-146). Taylor and Francis. https://doi.org/10.4324/9781315565736

Facebook marketing by hotel groups : Impacts of post content and media type on fan engagement. / Yoo, Kyung Hyan; Lee, Woojin.

Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Taylor and Francis, 2017. p. 131-146.

Research output: Chapter in Book/Report/Conference proceedingChapter

Yoo, KH & Lee, W 2017, Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement. in Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Taylor and Francis, pp. 131-146. https://doi.org/10.4324/9781315565736
Yoo KH, Lee W. Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement. In Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Taylor and Francis. 2017. p. 131-146 https://doi.org/10.4324/9781315565736
Yoo, Kyung Hyan ; Lee, Woojin. / Facebook marketing by hotel groups : Impacts of post content and media type on fan engagement. Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Taylor and Francis, 2017. pp. 131-146
@inbook{6f93856f146b4b2791fc218c3bad2b0d,
title = "Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement",
abstract = "With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.",
author = "Yoo, {Kyung Hyan} and Woojin Lee",
year = "2017",
month = "1",
day = "1",
doi = "10.4324/9781315565736",
language = "English (US)",
isbn = "9781472469205",
pages = "131--146",
booktitle = "Advances in Social Media for Travel, Tourism and Hospitality",
publisher = "Taylor and Francis",

}

TY - CHAP

T1 - Facebook marketing by hotel groups

T2 - Impacts of post content and media type on fan engagement

AU - Yoo, Kyung Hyan

AU - Lee, Woojin

PY - 2017/1/1

Y1 - 2017/1/1

N2 - With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.

AB - With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.

UR - http://www.scopus.com/inward/record.url?scp=85045039041&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85045039041&partnerID=8YFLogxK

U2 - 10.4324/9781315565736

DO - 10.4324/9781315565736

M3 - Chapter

SN - 9781472469205

SP - 131

EP - 146

BT - Advances in Social Media for Travel, Tourism and Hospitality

PB - Taylor and Francis

ER -