The impact of social networking mediums on the decision making process of tourists: A case study of Stray Ltd and Spaceships New Zealand Ltd

This thesis examines tourist decision making in relation to the use of blogs and social networking sites. Specifically, the research examines the tourist behaviour involving these mediums in the pre-experience decision making phase of the travel experience through case studies of two New Zealand tourism businesses which involve backpacker and fully independent tourists as their customers (Stray Ltd and Spaceships New Zealand Ltd). The thesis research used both quantitative and qualitative research methods in order to examine the influence of blogs and social networking sites on tourists‘ decision making. The quantitative data comprised of 206 semi-structured surveys completed by customers of the two companies. Qualitative data consisted of the collection of 330 photographs posted on the companies‘ websites which had been taken by customers, 19 customer videos, customer comments from both companies‘ websites, the content of the companies‘ Facebook and Twitter social networking sites, and a semi-structured interview with a representative from both companies. Analysis of the data revealed that Facebook is the most commonly used social networking site, with the usage of social networking sites being higher than that of blogs. However, neither Facebook nor blogs featured strongly when used by customers to make decisions, with travel ratings websites and official destination websites being more commonly used. Analysis of the qualitative data showed a difference in language, structure and time between the social networking site content and customer comment data. Customer comment data features more descriptions of a customers‘ trips and why they would recommend the company, rather than when the customers are going on the trip and what they are looking forward to, which was a characteristic of social networking site content. Analysis of the photographic and video data revealed differences between the two customer types, suggesting there is a clear difference between backpackers and fully independent travellers and their motivations for travel. This thesis contributes to the previous attention given to the role of technology in tourist decision making and trip bookings through focusing on the use of social networking sites and blogs and how this applies to tourism businesses

Social Media and Hotel E-Marketing in Iran: The Case of Parsian International Hotels

With a quantitative study, this research has aimed to investigate the role of social media in Iranian hotels’ electronic marketing. A questionnaire technique was used on a sample of 140 marketers who work in the Parsian International Hotels’ marketing department. For data evaluation an SPSS program was used. Kolmogorov-Smirnov, Cochran, Regression, Non-standardized coefficients and Standard coefficient tests were carried out. Based on the findings, we can state that social media are still not an important marketing tool for Iranian hotels. Facebook and YouTube are the media which are most used for marketing purposes as videos and photos can be used on these sites more than others. The results show that the marketing abilities of Parsian Hotels improve with the increasing use of social media, but the hotel marketing sector has failed to fully utilize internet opportunity as a marketing tool

eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

Perfect weddings abroad

Approximately 16% of UK couples are currently married abroad. However, academic or practitioner focused research that explores the complex nature of a couple’s buying preferences or the development of innovative marketing strategies by businesses operating within the weddings abroad niche sector, is almost non-existent. This exploratory paper examines the role and relevance of marketing within the weddings abroad sector. The complex nature of customer needs in this high emotional and involvement experience, are identified and explored. A case study of Perfect Weddings Abroad Ltd highlights distinctive features and characteristics. Social networking and the use of home-workers, with a focus on reassurance and handholding are important tools used to develop relationships with customers. These tools and techniques help increase the tangibility of a weddings abroad package. Clusters of complementary services that are synergistic and provide sources of competitive advantage are identified and an agenda for future research is developed

Asian Government Usage of Web 2.0 Social Media

The rise of Web 2.0 social sites, such as Facebook, Twitter and YouTube has brought significant changes and opportunities for both online consumers and governments. These tools have changed the ways Internet users communicate with each other and their governments, and allow for greater social participation. The number of worldwide users is growing significantly and their expectations for more services are rising. However, this has not translated into Asian governments totally encompassing the implementation functions and services using these tools. This research investigates the level of government participation of 50 Asian governments of three social media sites. The results show that a minority of Asian governments (approximately 30 percent) are using Web 2.0 tools for communication and information dissemination. The study found that if social sites were utilised, most governments used them for a) information dissemination on official government channels, b) education and c) tourism. The implications are that governments are missing opportunities to better server their citizens and reach the growing number of Internet users. Instead of avoiding these new technologies, governments should develop an overall strategic plan for all agency levels to participate in social networks, and develop a coordinated effort to develop and implement the tools

Generations 2010

Examines trends in the prevalence of various online activities such as blogging and social networking among each generation compared with previous survey findings, with a focus on changes in the gaps between Millennials ages 18-33 and older generations

Animating and sustaining niche social networks

Within the communicative space online Social Network Sites (SNS) afford, Niche Social Networks Sites (NSNS) have emerged around particular geographic, demographic or topic-based communities to provide what broader SNS do not: specified and targeted content for an engaged and interested community. Drawing on a research project developed at the Queensland University of Technology in conjunction with the Australian Smart Services Cooperative Research Centre that produced an NSNS based around Adventure Travel, this paper outlines the main drivers for community creation and sustainability within NSNS. The paper asks what factors motivate users to join and stay with these sites and what, if any, common patterns can be noted in their formation. It also outlines the main barriers to online participation and content creation in NSNS, and the similarities and differences in SNS and NSNS business models. Having built a community of 100 registered members, the staywild.com.au project was a living laboratory, enabling us to document the steps taken in producing a NSNS and cultivating and retaining active contributors. The paper incorporates observational analysis of user-generated content (UGC) and user profile submissions, statistical analysis of site usage, and findings from a survey of our membership pool in noting areas of success and of failure. In drawing on our project in this way we provide a template for future iterations of NSNS initiation and development across various other social settings: not only niche communities, but also the media and advertising with which they engage and interact. Positioned within the context of online user participation and UGC research, our paper concludes with a discussion of the ways in which the tools afforded by NSNS extend earlier understandings of online ‘communities of interest’. It also outlines the relevance of our research to larger questions about the diversity of the social media ecology

Semantic modelling of user interests based on cross-folksonomy analysis

The continued increase in Web usage, in particular participation in folksonomies, reveals a trend towards a more dynamic and interactive Web where individuals can organise and share resources. Tagging has emerged as the de-facto standard for the organisation of such resources, providing a versatile and reactive knowledge management mechanism that users find easy to use and understand. It is common nowadays for users to have multiple profiles in various folksonomies, thus distributing their tagging activities. In this paper, we present a method for the automatic consolidation of user profiles across two popular social networking sites, and subsequent semantic modelling of their interests utilising Wikipedia as a multi-domain model. We evaluate how much can be learned from such sites, and in which domains the knowledge acquired is focussed. Results show that far richer interest profiles can be generated for users when multiple tag-clouds are combine

Social media: a guide for researchers

This guide has been produced by the International Centre for Guidance Studies, and aims to provide the information needed to make an informed decision about using social media and select from the vast range of tools that are available. One of the most important things that researchers do is to find, use and disseminate information, and social media offers a range of tools which can facilitate this. The guide discusses the use of social media for research and academic purposes and will not be examining the many other uses that social media is put to across society. Social media can change the way in which you undertake research, and can also open up new forms of communication and dissemination. It has the power to enable researchers to engage in a wide range of dissemination in a highly efficient way.Research Information Networ