Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/15137
Author(s): | Moro, S. Rita, P. |
Date: | 2018 |
Title: | Brand strategies in social media in hospitality and tourism |
Volume: | 30 |
Number: | 1 |
Pages: | 343 - 364 |
ISSN: | 0959-6119 |
DOI (Digital Object Identifier): | 10.1108/IJCHM-07-2016-0340 |
Keywords: | Social media Brand building Text mining Tourism and hospitality Literature analysis Brand strategies |
Abstract: | Purpose This study presents 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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | CIS-RI - Artigos em revistas científicas internacionais com arbitragem científica ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Description | Size | Format | |
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2017_IJCHM-MoroRita-PosPrint.pdf | Pós-print | 859,8 kB | Adobe PDF | View/Open |
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