The report will discuss in detail about the advantages as well as disadvantages of social media in tourism. Social media can be treated as a modern tools or technique for the marketing managers who are specifically looking for ways to get their message out to the audience. This medium has some benefits and drawbacks and tourism-based companies, and other companies as well are struggling to understand the right method to utilize it. It is imperative to completely understand the risks since the field is still very new and it is further very difficult to test all kind of qualifications that any expert can offer for the services (Luo and Zhong, 2015).
The literature review will discuss in detail about the social media and its role in tourism industry. It will discuss various advantages and disadvantages of the social network while using it in tourism. The study will highlight all the advantages of the social network which help companies to discover more about getting in touch and communicating the message to the target audience (Zeng and Gerritsen, 2014). On the other side, there are some disadvantages as well, and it is important to conduct different kinds of studies that will help in gaining complete knowledge on how to use social media in the tourism industry.
Advantages of social networks in tourism
Following are the advantages of social network in tourism based industry: -
Disadvantages of social network
Usage and application of social network are time taking process, and it also invites a lot of hard work from the companies. A senior level manager with proper experience and knowledge for the company as well as services many hands handles the presence in the social network. Also, the overall cost in time also refers to the media which is not free altogether. It is a continuous process to understand various new kinds of angle about the product and also post data related to activities of companies. The information can be seen on different platforms (Turban et al., 2015). Also, publishing obviously is based on advertising and is unacceptable on social network platforms. This is why managers must present the data in the form of interaction, or there are chances to lose the customers.
Working on social media to promote the company comes with a lot of risks and one has to keep constantly updated with disgruntled consumers can write anything which will negatively impact the reputation of the company. For instance, each post on Twitter is in public to see, and one has no control over people reaction to the services. Therefore, bad news can go viral in anytime and that too very easily and create a lot of harm for the business. A number of the tourism based company also work from website format to reach customers directly, and there is also a risk of viruses and malware or problems like lack of control over different content or hijacking of the brand. In the end, some unrealistic expectations come from the customers as some of the main risks of social network (Stewart and Shamdasani, 2014).
The concept social networking means combining the traditional kind of marketing with social media techniques which are a strong addition but not a complete replacement of traditional marketing methods. The concept of a social network is also is a move towards communication shown in some possibilities like blogs or social networks. It is not only helping in facilitate the overall exchange and information sharing in real time. Also, the feedback is immediate which is in a unpolished manner and helps companies in understanding the customers' expectation (Leung et al., 2013).
Luo, Q. and Zhong, D., 2015. Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, pp.274-282.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, pp.27-36.
Munar, A.M. and Jacobsen, J.K.S., 2014. Motivations for sharing tourism experiences through social media. Tourism management, 43, pp.46-54.
Bosun, P. and Modrak, V., 2014. Using the Delphi method in forecasting tourism activity. International Letters of Social and Humanistic Sciences, (25), pp.66-72.
Oeldorf-Hirsch, A., Hecht, B., Morris, M.R., Teevan, J. and Gergle, D., 2014, February. To search or to ask: the routing of information needs between traditional search engines and social networks. In Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing (pp. 16-27). ACM.
Sigala, M., 2014. Customer involvement in sustainable supply chain management: A research framework and implications in tourism. Cornell Hospitality Quarterly, 55(1), pp.76-88.
Sigala, M. and Chalkiti, K., 2014. Investigating the exploitation of web 2.0 for knowledge management in the Greek tourism industry: An utilisation–importance analysis. Computers in Human Behavior, 30, pp.800-812.
Turban, E., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2015. Electronic commerce: A managerial and social networks perspective. Springer.
Stewart, D.W. and Shamdasani, P.N., 2014. Focus groups: Theory and practice (Vol. 20). Sage publications.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-22.
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