The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers’ social media experiences influence their attitudes-toward-social-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers’ attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.
The 2008 Beijing Olympic Games had a great impact on the tourism industry in Beijing, especially on tourism flows and movements. This study used content analysis and social network analysis methods to examine 500 online trip diaries and analyze overseas tourist movement patterns in Beijing during the Olympics. The result revealed that overseas tourists were most interested in famous traditional attractions, and their movements were focused in the central city area of Beijing. The study identified the diversity of tourist attractions and the expansion of main visiting areas as the two main changes during the Olympics.
PurposeThe purpose of this paper is to determine the effect management has on terror and emergency response and recovery. Specifically, the investigation will determine what management model or methodology seems to produce the greatest effect when preparing for, reacting to, and recovering from terror and emergency situations.Design/methodology/approachThis paper employs meta analysis of the relevant literature as the primary approach to achieve its purpose.FindingsThe analysis implies that preparation should replace simple planning; resilience building is the key to disaster preparedness; leadership skills of managers are paramount; and, rigid response doctrine (RRD) must be built‐into the plans, among others.Originality/valueFor the most part, this paper may be termed as the result of derivative research, since it draws heavily on generic research in the area of disaster management.
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