An analysis of the social media practices for sustainable medical tourism destination marketing

John, Surej P.

doi:10.1504/ijtp.2017.086965

Cited by 11 publications

(6 citation statements)

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“…Seo et al (2019) recommended that companies match their marketing strategies with stakeholders to increase engagement and reduce negative online interactions. The authentic relationship between influencers and their followers creates an opportunity to initiate an engaging conversation about brands that can reshape perceptions and expectations and clarify an issue (John, 2017). Therefore, engaging social media influencers during crisis communication can protect its brand image and reputation by providing information addressing issues raised (Shin et al, 2016).…”

Section: Social Media In Crisis Management and Communicationmentioning

confidence: 99%

Marketing Strategies on Social Media Platforms

Rosário

Dias

2023

International Journal of E-Business Research

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Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world's population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas. Thus, it becomes evident that strategies in social media represent an intangible benefit related to marketing communication objectives. Research on social media strategy is an area of marketing communication, diverse and very fragmented, hindering its development as a promising research area. It is intended to conduct a review of the literature of social media strategies in order to take stock of theoretical and empirical development and identify research themes.

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Section: Social Media In Crisis Management and Communicationmentioning

confidence: 99%

Marketing Strategies on Social Media Platforms

Rosário

Dias

2023

International Journal of E-Business Research

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“…Yerli ve yabancı literatürde medikal turizmin sosyal medyadaki yansımalarına ilişkin çeşitli çalışmalar mevcut olmakla birlikte; bu çalışmalar, sağlık acenteleri (Bayrak ve Dalkıran, 2020; Cormany ve Baloğlu, 2011), web sayfaları (Günak, 2018;Mason ve Wright, 2011), sosyal medya hesapları (Yüzbaşıoğlu vd., 2019;John, 2017) gibi çeşitli bağlamlarda ele alınmıştır. Ancak doğrudan sosyal medya üzerinden fenomenleşen doktorların medikal turizmdeki rolüne ilişkin herhangi bir çalışma mevcut değildir.…”

Section: Araştırmanın Problemiunclassified

A Review on the Role of Influencer Doctors in Medical Tourism in Turkey: Instagram Example

ÖZCAN

2023

MEDIAJ

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Medikal turizm, sağlık turizminin bir boyutudur; medikal tedavi amaçlı yapılan seyahatleri kapsamaktadır. Medikal turizmde maliyet, mahremiyet, bekleme süresi gibi çeşitli faktörler belirleyici olmaktadır. Bu faktörlerin yanı sıra sağlık acentaları, doktorlar gibi hizmet sağlayıcılardan bilgi temini oldukça önemlidir ve bu bilgi edinim sürecinde web siteleri, sosyal medya platformlarının rolü yadsınamaz bir gerçektir. Medikal turizmde tedaviyi/hizmeti bizzat sağlayan doktorlar; sosyal medyanın dinamik, zaman ve mekandan bağımsız, etkileşimli, çift yönlü iletişim akışını mümkün kılan yapısında varlıklarıyla geniş hedef kitlelere erişmekte, birer fenomen doktor haline gelmektedir. Bu bağlamda çalışmada, medikal turizmde fenomen doktorların rolüne ilişkin farkındalık oluşmasına ve gelecekteki çalışmalarda farklı bağlamlarda konunun irdelenmesine öncülük etmek üzere literatürdeki boşluğun kapatılmasına katkıda bulunulması amaçlanmıştır. Amaçlı örnekleme kullanılarak gerçekleştirilen çalışmada Türkiye’de, Instagram adlı sosyal medya platformunda en çok takipçiye sahip ilk 10 fenomen doktorun en son paylaşmış olduğu 30 görsel içerikli gönderi ve metinleri içerik analizi ile incelenmiştir. Paylaşımlarda, fenomen doktorların uzmanlıklarına ilişkin içeriklere ağırlıklı olarak yer verdikleri; bizden biri algısı oluşturan ve samimi bir dil kullanımının söz konusu olduğu içeriklerin de yoğun bir biçimde mevcut olduğu gözlemlenmiştir.

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“…toward the products or services they are using (Liu, 2012). With reference to healthcare, SMA has contributed in improving the lifestyle thereby contributing to medical tourism (John, 2017). The data generated from social media are huge, composite and vigorous and can be classified to develop different strategies (Batrinca and Treleaven, 2015).…”

Section: Social Media Analyticsmentioning

confidence: 99%

Social media analytics in tourism: a review and agenda for future research

Mukhopadhyay

Jain²,

Modgil³

et al. 2022

BIJ

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PurposeThe significance of social media in our lives is manifold. The tourism sector closely interacts with existing and potential tourists through social media, and therefore, social media analytics (SMA) play a critical role in the uplift of the sector. Hence, this review focus on the role of SMA in tourism as discussed in different studies over a period of time. The purpose of this paper to present the state of the art on social media analytics in tourism.Design/methodology/approachThe review focuses on identifying different SMA techniques to explore the trends and approaches adopted in the tourism sector. The review is based on 83 papers and discuss the studies related to different social media platforms, the travelers' reactions to a particular place and how the tourism experience is enriched by the way of SMA.FindingsFindings indicate different sentiments associated with tourism and provides a review of tourists’ use of social media for choosing a travel destination. The various analytical approaches, areas such as social network analysis, content analysis, sentiment analysis and trend analysis were found most prevalent. The theoretical and practical implications of SMA are discussed. The paper made an effort to bridge the gap between different studies in the field of tourism and SMA.Originality/valueSMA facilitate both tourists and tourism companies to understand the trends, sentiments and desires of tourists. The use of SMA offers value to companies for designing quick and adequate services to tourists.

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An analysis of the social media practices for sustainable medical tourism destination marketing

Cited by 11 publications

References 0 publications

Marketing Strategies on Social Media Platforms

Marketing Strategies on Social Media Platforms

A Review on the Role of Influencer Doctors in Medical Tourism in Turkey: Instagram Example

Social media analytics in tourism: a review and agenda for future research

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