Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth commu...

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Main Author:	Deszczyński Bartosz
Format:	Article
Language:	English
Published:	Sciendo 2017-12-01
Series:	International Journal of Management and Economics
Subjects:	electronic word-of-mouth (eWOM) hotel online marketing relationship approach social media tour operator tourism word-of-mouth (WOM)
Online Access:	http://www.degruyter.com/view/j/ijme.2017.53.issue-4/ijme-2017-0028/ijme-2017-0028.xml?format=INT

id	doaj-art-1012971635fe443eaa0147df7dc5a091
recordtype	oai_dc
spelling	doaj-art-1012971635fe443eaa0147df7dc5a0912018-09-02T09:50:41ZengSciendoInternational Journal of Management and Economics2299-97012017-12-015349311410.1515/ijme-2017-0028ijme-2017-0028Word-Of-Mouth in Social Media. The Case of Polish Tourist IndustryDeszczyński Bartosz0Department of International Marketing, Poznań University of Economics and Business, Poznań, PolandThe core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.http://www.degruyter.com/view/j/ijme.2017.53.issue-4/ijme-2017-0028/ijme-2017-0028.xml?format=INTelectronic word-of-mouth (eWOM)hotelonline marketingrelationship approachsocial mediatour operatortourismword-of-mouth (WOM)
institution	Open Data Bank
collection	Open Access Journals
building	Directory of Open Access Journals
language	English
format	Article
author	Deszczyński Bartosz
spellingShingle	Deszczyński Bartosz Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry International Journal of Management and Economics electronic word-of-mouth (eWOM) hotel online marketing relationship approach social media tour operator tourism word-of-mouth (WOM)
author_facet	Deszczyński Bartosz
author_sort	Deszczyński Bartosz
title	Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry
title_short	Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry
title_full	Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry
title_fullStr	Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry
title_full_unstemmed	Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry
title_sort	word-of-mouth in social media. the case of polish tourist industry
publisher	Sciendo
series	International Journal of Management and Economics
issn	2299-9701
publishDate	2017-12-01
description	The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.
topic	electronic word-of-mouth (eWOM) hotel online marketing relationship approach social media tour operator tourism word-of-mouth (WOM)
url	http://www.degruyter.com/view/j/ijme.2017.53.issue-4/ijme-2017-0028/ijme-2017-0028.xml?format=INT
_version_	1612649756651159552

Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry

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