The Integration of Social Media Into Event Tourism

Unurlu, Çiğdem

doi:10.4018/978-1-6684-6287-4.ch096

Cited by 2 publications

(1 citation statement)

References 7 publications

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“…First, previous social media studies have focused on user-generated online reviews (Harb et al , 2019; Filieri et al , 2021), but hashtags as one type of user-generated content have received less attention among scholars. The importance of hashtags has been recognized from the organizations’ perspectives in the tourism and event industry (Unurlu, 2022), but users’ hashtag usage is scantly understood, especially regarding how hashtag usage drives social media engagement and affects marketing outcomes. Some studies have explored the users’ motivations for hashtag usage in general contexts (Erz et al , 2018; Rauschnabel et al , 2019), but few have investigated them in the context of local and community-based events.…”

Section: Introductionmentioning

confidence: 99%

Social media engagement of hashtag users in the context of local events: mixed method approach

Lin,

Lee,

Choe

2023

JHTT

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Purpose Local events play a significant role in rebuilding relationships and increasing engagement with local communities in the postpandemic. This study aims to investigate how potential attendees’ usage of local event hashtags facilitates social media engagement, further enhancing their intentions to attend local events. Design/methodology/approach This study adopted an exploratory sequential mixed approach. The qualitative phase used 12 semistructured in-depth interviews to explore motivations for hashtag usage and developed instruments to measure hashtag usage and social media engagement. The quantitative phase examined the relationship among motivations and behaviors of hashtag usage, social media engagement and behavioral intention through 522 online surveys. Findings Qualitatively, four themes manifest in hashtag users’ motivations in the context of local events: self-promoting, searching, summarizing and conforming. The quantitative findings show that these motivations influence active and passive hashtag usage differently, leading to different types of social media engagement (i.e. persistent, customized and triggered engagement). All social media engagements can significantly enhance the intention to attend local events. Originality/value This study divides active and passive hashtag users, conceptualizes social media engagement through hashtag usage under the affordance approach and develops instruments for these concepts. It emphasizes the importance of hashtag usage that drives social media engagement and provides insights for local event planners.

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Section: Introductionmentioning

confidence: 99%

Social media engagement of hashtag users in the context of local events: mixed method approach

Lin,

Lee,

Choe

2023

JHTT

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Identifying the Development Trends of Tourism Marketing Based on Media Technology in Karbala tourism Offices

Hussein,

Hosseini,

Shirkhodai

et al. 2024

RGSA

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Objectives: The main objective of this study is to determine the modern trends of media and their impact on tourism marketing in the city of Karbala, specifically focusing on the role of tourism offices and companies. The study aims to assess the extent to which these media trends influence the operations and performance of tourism offices and companies, identifying both present and absent aspects. Methods: The study conducted interviews with 15 tourist offices, including managers, experts, and employees, and distributed questionnaires to gather data. The analysis relied on the Statistical Package for the Social Sciences (SPSS) system to identify the most important modern means of tourism marketing. Additionally, a field study was conducted to examine how tourism offices and companies utilize media in their interactions with customers. Results: The study found several key results: 1.Modern media trends have become integral to the operations and performance of tourism offices and companies in Karbala. 2.Social media emerged as the most prominent modern media trend in tourism marketing, surpassing other trends such as analyzing customized messages, creating content, implementing tourism marketing strategies, improving websites, collaborating with influencers, and virtual tourism. This highlights the significant role of modern media, particularly social media, in developing and marketing tourism content for Karbala. Conclusion: In conclusion, the study demonstrates the vital role of modern media, especially social media, in tourism marketing for the city of Karbala. The findings underscore the importance of leveraging these media trends to enhance the visibility and attractiveness of tourism offerings. By embracing modern media strategies, tourism offices and companies can effectively engage with customers and promote Karbala as a desirable tourist destination.

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The Integration of Social Media Into Event Tourism

Cited by 2 publications

References 7 publications

Social media engagement of hashtag users in the context of local events: mixed method approach

Social media engagement of hashtag users in the context of local events: mixed method approach

Identifying the Development Trends of Tourism Marketing Based on Media Technology in Karbala tourism Offices

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