Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/309651 
Year of Publication: 
2017
Citation: 
[Journal:] International Journal of Management and Economics [ISSN:] 2543-5361 [Volume:] 53 [Issue:] 4 [Year:] 2017 [Pages:] 93-114
Publisher: 
De Gruyter Open, Warsaw
Abstract: 
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.
Subjects: 
electronic word-of-mouth (eWOM)
hotel
online marketing
relationship approach
social media
tour operator
tourism
word-of-mouth (WOM)
JEL: 
M31
L22
L83
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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