Brand strategies in social media in hospitality and tourism

Bibliographic Details
Main Author: Moro, Sérgio
Publication Date: 2018
Other Authors: Rita, Paulo
Format: Other
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: https://doi.org/10.1108/IJCHM-07-2016-0340
Summary: Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. DOI: 10.1108/IJCHM-07-2016-0340 --- %ABS3%
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spelling Brand strategies in social media in hospitality and tourismBrand buildingBrand strategiesLiterature analysisSocial mediaText miningTourism and hospitalityTourism, Leisure and Hospitality ManagementMoro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. DOI: 10.1108/IJCHM-07-2016-0340 --- %ABS3%Purpose: This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach: To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings: Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications: The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value: The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNMoro, SérgioRita, Paulo2018-02-23T23:15:34Z20182018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/other22application/pdfhttps://doi.org/10.1108/IJCHM-07-2016-0340eng0959-6119PURE: 3620539http://www.scopus.com/inward/record.url?scp=85041715546&partnerID=8YFLogxKhttps://doi.org/10.1108/IJCHM-07-2016-0340info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-12-23T01:35:11Zoai:run.unl.pt:10362/31184Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:02:04.798489Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Brand strategies in social media in hospitality and tourism
title Brand strategies in social media in hospitality and tourism
spellingShingle Brand strategies in social media in hospitality and tourism
Moro, Sérgio
Brand building
Brand strategies
Literature analysis
Social media
Text mining
Tourism and hospitality
Tourism, Leisure and Hospitality Management
title_short Brand strategies in social media in hospitality and tourism
title_full Brand strategies in social media in hospitality and tourism
title_fullStr Brand strategies in social media in hospitality and tourism
title_full_unstemmed Brand strategies in social media in hospitality and tourism
title_sort Brand strategies in social media in hospitality and tourism
author Moro, Sérgio
author_facet Moro, Sérgio
Rita, Paulo
author_role author
author2 Rita, Paulo
author2_role author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Moro, Sérgio
Rita, Paulo
dc.subject.por.fl_str_mv Brand building
Brand strategies
Literature analysis
Social media
Text mining
Tourism and hospitality
Tourism, Leisure and Hospitality Management
topic Brand building
Brand strategies
Literature analysis
Social media
Text mining
Tourism and hospitality
Tourism, Leisure and Hospitality Management
description Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. DOI: 10.1108/IJCHM-07-2016-0340 --- %ABS3%
publishDate 2018
dc.date.none.fl_str_mv 2018-02-23T23:15:34Z
2018
2018-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/other
format other
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.1108/IJCHM-07-2016-0340
url https://doi.org/10.1108/IJCHM-07-2016-0340
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0959-6119
PURE: 3620539
http://www.scopus.com/inward/record.url?scp=85041715546&partnerID=8YFLogxK
https://doi.org/10.1108/IJCHM-07-2016-0340
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 22
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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repository.mail.fl_str_mv info@rcaap.pt
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