Digital Communication Tools: E-Wom in the Tourism &amp; Hospitality Industry

Granata, Giuseppe

doi:10.31270/ijame/v09/i03/2020/7

Cited by 2 publications

(2 citation statements)

References 16 publications

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“…By monitoring and analysing UGC, hotel managers could better understand consumer expectations, satisfaction and experiences. In the hotel industry, the use of digital communication and social media has proven to be one of the most powerful promotional tools (Granata, 2020; Levy et al ., 2013; Saxena and Khanna, 2013).…”

Section: Introductionmentioning

confidence: 99%

Corporate communication on social media: a case study before and during pandemic COVID-19

Mušanović

Dorčić

Gregorić

2023

CCIJ

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PurposeThe purpose of this study is to examine how hotel brands communicate on social media before and during the pandemic coronavirus disease 2019 (COVID-19) in relation to the tourism season.Design/methodology/approachTo gain insights into the communication of Italian hotel brands on social media, this study applies a qualitative methodology. Using the text mining technique, topic modelling was conducted on a sample of 5,032 posts from Italian 5-star hotel brands shared on the hotels' official Facebook pages.FindingsThe results show that hotel brands used essentially the same communication strategy in the tourism seasons before and after the pandemic outbreak, but with a particular focus on trust, safety and cordiality during the pandemic. Hotel brands focussed intensively on brand awareness, customer engagement and special activities that promote memorable and authentic experiences as well as luxury service quality.Originality/valueThis study contributes to the theoretical and empirical sense by bridging the concepts of tourism and hospitality, social media and corporate communication.

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Section: Introductionmentioning

confidence: 99%

Corporate communication on social media: a case study before and during pandemic COVID-19

Mušanović

Dorčić

Gregorić

2023

CCIJ

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“…In this, the authors looked at informal communication on social networks because the hotel industry is increasingly affected by social media conversations due to many consumers preferring to turn towards user-generated content (Deng and Li, 2018). Thus, the authors argue that the hotel industry needs to take into consideration of user-generated content to better understand the expectations, satisfaction and experiences of visitors and social media and digital communication has generally been proven as the most powerful communication tool within the industry (Granata, 2020). Audra Diers-Lawson writes about activist communication in media-rich and multi-platform environments arguing that crisis is the trigger that motivates people to activism by using the Scottish independence movement.…”

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confidence: 99%

Editorial 28.4: Interpersonal communication and social listening

Topić¹

2023

CCIJ

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Communication is the use of symbols that represent ideas, which then create meanings that can be shared, and as such, communication takes many forms, magazines and newspapers, podcasts, conversations, weblogs, books, signs, etc. (Solomon and Theiss, 2018). However, interpersonal communication is different because we use symbols in the form of gesturing, talking, and writing, representing and giving meaning to the ideas we are trying to communicate. Therefore, "whereas communication, in general, includes any use of symbols to represent meanings, interpersonal communication refers more specifically to communication that occurs between people and creates a personal bond between them" (Solomon and Theiss, 2018, p. 4). The basic elements of interpersonal communication are sender, receiver, message, channel, feedback, noise (Wrench et al., 2022) and context (DeVito, 2022). Historically, channels we used were face-to-face communication and written communication, but in an increasingly interconnected world, interpersonal communication is also digitalised, and people receive and give messages differently than ever before. This can lead to impersonal communication and simply sending messages and treating others respective of their roles and not treating them personally. Therefore, interpersonal communication can be defined as a distinctive form of human communication, which then involves elements such as influence used for managing relationships and these relationships can be managed face-to-face as well as online, the latter form of interpersonal communication often initially being seen as impersonal but judged more positively when experienced in more depth (DeVito, 2022). Digital communication has enabled people to communicate instantly online. Some studies have shown that people who communicate well face-to-face will become richer when having access to online communication because their relationships will become richer as online communication will not substitute face-to-face communication but extend it (DeVito, 2022). However, what happens when there is no intertwined relationship between face-to-face and online interpersonal communication?The literature has mentioned issues with remote working such as causing the absence of informal conversations, which positively affects employee well-being (Fay and Kline, 2012) and increased stress when employees are isolated (Viererbl et al., 2022). In the context of the pandemic COVID-19, women employees have expressed negative effects of working from home, which slowed down their careers and women also faced financial, personal and professional issues (Deloitte

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Digital Communication Tools: E-Wom in the Tourism & Hospitality Industry

Cited by 2 publications

References 16 publications

Corporate communication on social media: a case study before and during pandemic COVID-19

Corporate communication on social media: a case study before and during pandemic COVID-19

Editorial 28.4: Interpersonal communication and social listening

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