Breaking Up is Hard to Do: Why Do Travellers Unlike Travel-Related Organizations?

Gretzel, Ulrike; Dinhopl, Anja

doi:10.1007/978-3-319-03973-2_20

Cited by 10 publications

(10 citation statements)

References 24 publications

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“…Ketter (2016) finds that Facebook provides a fast and highly accessible communication platform that DMOs can use in real time to provide information that is not available on the news media, which is beneficial for restoring destination image. On the other hand, Gretzel and Dinhopl (2014) investigate the reasons users "unlike" destinations and travel-related companies and find that travelers "unlike" a destination based on bad experiences, whereas they "unlike" travel-related companies based on the company's online behavior, such as a low frequency of postings or lack of promotions and contests.…”

Section: Literature Reviewmentioning

confidence: 99%

Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing

Önder

Gunter

Gindl

2019

Journal of Travel Research

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Facebook is a popular social media platform used by both the demand and the supply sides of the tourism industry. Since there is a huge amount of information on the Internet, which can lead to information overload, individuals tend to apply the principle of least effort in attempting to obtain useful information as quickly and easily as possible. One of the easiest ways to retrieve travel information is by visiting the Facebook pages of destinations. This study investigates the foundations of the usefulness of Facebook Statistics: in particular of likes on DMO Facebook pages as a potential predictor of tourism demand, in addition to previous arrival numbers. In- and out-of-sample results show that the DMOs of Graz, Innsbruck, Salzburg, and Vienna can already utilize likes as an expedient leading indicator for demand, albeit not the only one. These findings are recommended to be incorporated into the DMOs’ marketing efforts.

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Section: Literature Reviewmentioning

confidence: 99%

Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing

Önder

Gunter

Gindl

2019

Journal of Travel Research

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“…Frequency of posting on Facebook can be important for some company's brands, where too large or too small number of posts can drive away fans. Gretzel and Dinhopl (2014) study found that this is not the case for travel destination. Relationship of travellers on SNS with destinations is at a deeper level of emotional attachment and social media activities therefore have a lesser effect (Gretzel & Dinhopl, 2014;.…”

Section: Discussionmentioning

confidence: 82%

“…Gretzel and Dinhopl (2014) study found that this is not the case for travel destination. Relationship of travellers on SNS with destinations is at a deeper level of emotional attachment and social media activities therefore have a lesser effect (Gretzel & Dinhopl, 2014;. This research also confirms the finding of the Hays et al (2013) study that the date of joining to Facebook does not necessarily correspond with the number of Facebook fans.…”

Section: Discussionmentioning

confidence: 82%

A regional survey of current practices on destination marketing organizations' Facebook pages: The case of EU and U.S.

Stankov¹,

Jovanović²,

Pavluković³

et al. 2018

Geographica Pannonica

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Constantly changing nature of social network sites creates the need for continuous process of online benchmarking for identifying practices used by other parties. Facebook as the most used SNS still plays an increasingly important role as a marketing channel for destination marketing organizations (DMO). This paper explores basic characteristics of the official DMO Facebook Pages in order to quantify and present those characteristics in a regional context on the case of two travel markets (EU countries and U.S. states). The results show inconsistent practices in the EU and the USA. When comparing those two markets most similarities in practices are present in general usage of Facebook Pages, while indicative differences are recorded in terms of Page popularity, some posts' characteristics and most evidently in users' engagement. Understanding the Facebook usage practice under the regional spotlight can help DMOs and other service providers to evaluate their activities and if necessary to harmonize it to regional usage practice.

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“…Third, while the current study empirically demonstrated the positive impact of DMOs’ social media efforts on customer engagement, we cannot ignore its potential negative effect. According to past research (Gretzel and Dinhopl 2014), travelers may terminate their relationships with travel-related organizations and destination on Facebook due to demographic and psychographic differences and also different travel planning and internet usage behaviors. Thus, the future studies may consider other contextual factors as moderators or examine the curvilinear impact of DMOs’ social media efforts on customer engagement.…”

Section: Discussionmentioning

confidence: 99%

Exploring the Roles of DMO’s Social Media Efforts and Information Richness on Customer Engagement: Empirical Analysis on Facebook Event Pages

Lee

Hong

Chung

et al. 2020

Journal of Travel Research

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This study examines how destination marketing organization’s (DMO’s) social media posts and comments increase customer engagement and explores the moderating role of information richness in the smart tourism context. To test the proposed hypotheses, the current study employed social media analytics by analyzing unique panel data from 72 DMOs’ Facebook event pages. The research findings indicate that a DMO’s social media efforts (quantitative aspect) are positively associated with customer engagement and DMOs having a higher level of information richness (qualitative aspect) in their messages have greater customer engagement on DMOs’ Facebook event pages. The current study also sheds light on the scant research stream of measuring DMOs’ social media success empirically and presents the possibility of how social media analytics can be applied to hypothesis testing in tourism research instead of traditional research methods.

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Breaking Up is Hard to Do: Why Do Travellers Unlike Travel-Related Organizations?

Cited by 10 publications

References 24 publications

Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing

Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing

A regional survey of current practices on destination marketing organizations' Facebook pages: The case of EU and U.S.

Exploring the Roles of DMO’s Social Media Efforts and Information Richness on Customer Engagement: Empirical Analysis on Facebook Event Pages

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