The use of Facebook and Twitter by DMOs in Europe

Social media promote destination image as they allow users to create and share travel-related information. This study based on Social Network Analytics and influence indicators, investigates the levels of adoption and information diffusion by Destination Management Organizations of European Countries in Facebook, and Twitter. It records the exact number of web 2.0 applications used by European countries DMO, and uses indicators of activity and influence on Facebook and Twitter. The study measures the level of information diffusion in relation to the electronic world of mouth dimension. A ranking of the countries on the basis of influence and activity is attempted

The use of Facebook and Twitter by DMOs in Europe

Social media promote destination image as they allow users to create and share travel-related information. This study based on Social Network Analytics and influence indicators, investigates the levels of adoption and information diffusion by Destination Management Organizations of European Countries in Facebook, and Twitter. It records the exact number of web 2.0 applications used by European countries DMO, and uses indicators of activity and influence on Facebook and Twitter. The study measures the level of information diffusion in relation to the electronic world of mouth dimension. A ranking of the countries on the basis of influence and activity is attempted

Factors affecting hotel selection: Greek customers' perception

Selection of hotel is of high priority and significance for tourists and entails a complicated decision-making process. The paper aims at identifying the most significant hotel selection factors taken into account by Greek customers. An empirical research study was conducted using an online survey. Ten factors identified by literature review included in the investigation. The findings indicate that Cleanliness is the most important factor in the selection of accommodation, followed by Price and Staff. Considering the priorities of tourists, hotel managers may design more effectively their segmentation, targeting and positioning strategy to ensure that their offerings match the needs and wants of their guests

Factors affecting hotel selection: Greek customers' perception

Selection of hotel is of high priority and significance for tourists and entails a complicated decision-making process. The paper aims at identifying the most significant hotel selection factors taken into account by Greek customers. An empirical research study was conducted using an online survey. Ten factors identified by literature review included in the investigation. The findings indicate that Cleanliness is the most important factor in the selection of accommodation, followed by Price and Staff. Considering the priorities of tourists, hotel managers may design more effectively their segmentation, targeting and positioning strategy to ensure that their offerings match the needs and wants of their guests

An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media

Today, social media have become a major trend, and consumers are engaging more and more in the social media platforms used by hotels. This does not mean that they book a hotel room via social media, as the booking process is a complex one. The paper investigates the factors that affect users’ intention to book a hotel room using social media applications. The recent enforcement of General Data Protection Regulation (GDPR) in the European Union and California Consumer Privacy Act (CCPA) in California may have an impact on consumers’ behavior. To investigate this further, the study integrates into a model the following constructs: Perceived ease of use, perceived usefulness, trust in online hoteliers, social media use, and permission-based-acceptance. The survey was conducted on Greek users of social media. An online questionnaire was used for data collection. The conceptual model was tested using Structural Equation Modeling (SEM) analysis. The study identified four factors that directly or indirectly influence consumers’ intention to book hotel rooms through social media. Usefulness directly affects intention to book online. Permission-based acceptance plays a core role in the model. Both constructs trust in online hoteliers and social media use, and have a direct positive effect on permission-based acceptance, whereas permission-based acceptance has a direct positive influence on intention to book through social media. The validated model stretches the need for hoteliers to obtain permission from consumers in carrying out their marketing activities. It is important for hotel owners, managers, and social media specialists to keep consumers in mind, offer them useful information and services, and have a trustworthy behavior in order to boost bookings through social media