Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/309651 
Autor:innen: 
Erscheinungsjahr: 
2017
Quellenangabe: 
[Journal:] International Journal of Management and Economics [ISSN:] 2543-5361 [Volume:] 53 [Issue:] 4 [Year:] 2017 [Pages:] 93-114
Verlag: 
De Gruyter Open, Warsaw
Zusammenfassung: 
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.
Schlagwörter: 
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 der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by-nc-nd Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
191.35 kB





Publikationen in EconStor sind urheberrechtlich geschützt.