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市場調查報告書

觀光旅遊業社群媒體 - 各主題分析

Social Media in Travel & Tourism - Thematic Research

出版商 GlobalData 商品編碼 915772
出版日期 內容資訊 英文 28 Pages
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觀光旅遊業社群媒體 - 各主題分析 Social Media in Travel & Tourism - Thematic Research
出版日期: 2019年10月30日內容資訊: 英文 28 Pages
簡介

在旅遊業中,定期使用社群媒體的主要3個組織,是政府、商業、NPO。這些組織活用社群媒體,實施促銷宣傳活動。

本報告提供觀光旅遊業社群媒體調查分析,趨勢,案例研究,分析,影響,主要企業等相關的系統性資訊。

參與者

趨勢

  • 旅遊公司的社群媒體趨勢
  • 觀光客的社群媒體趨勢

案例研究

  • The Travel Corporation (TTC)
  • Tourism Ireland
  • Airbnb
  • Visit Rhode Island
  • Virgin Trains
  • Eurail
  • Hawaii Tourism Department
  • Singapore Tourism Board

社群媒體分析

  • 時間軸

社群媒體對觀光旅遊業的影響

  • 對觀光旅遊公司的建議

企業SECTION

  • 以社群媒體成功的企業/組織
  • 於社群媒體落後的企業/組織
  • 社群媒體部門的計分卡

詞彙表

附錄

目錄
Product Code: GDTT-TR-S020

The three main types of organization in the tourism industry that use social media regularly are government, commercial and non-profit organizations. A common denominator is that all three of these types of organization utilize social media to run promotional campaigns. This report looks at how various travel & tourism stakeholders use social media and assesses the success of several campaigns.

Key Highlights

  • An evolving secondary use for commercial organizations is to utilize social media as a channel focused on customer service, where complaints can be dealt with in real time
  • Admiration of particular travelers who posted regular, appealing content online started the influencer trend. These industry specific influencers are now highly sought after by travel organizations as they have realized these public figures can provide authentic promotional material to a targeted mass audience, which is something many unestablished organizations in the industry cannot do.
  • Social media provides tourism companies with a cheap, direct source of marketing. However, these platforms can also create a saturated marketplace, gives higher levels of autonomy to the consumer through more accessible information, and it reduces the need for intermediaries as direct bookings can now be made through social media platforms.
  • Tourism organizations which regularly incorporate user-generated content in to social media campaigns and encourage consumers to produce it are likely to receive higher levels of success.

Scope

  • This report provides an overview of social media and its use in the travel & tourism sector
  • This report provides a detailed assessment of how destination marketing organizations, hotels, and airlines use social media in their marketing campaigns
  • It assesses the success and/or failure of numerous high-profile social media advertising campaigns
  • It clearly outlines who the main players are, both from a social media and travel & tourism perspective

Reasons to buy

  • Understand who the key players in social media are and travel & tourism's use of it
  • Learn about the different ways in which the the travel & tourism industry looks to leverage the power of social media
  • Analyze how different types of travel & tourism stakeholders use these platforms differently
  • Assess the success of various high-profile social media marketing campaigns

Table of Contents

  • PLAYERS
  • TRENDS
    • Trends in social media from tourism companies
    • Trends in social media from tourists
  • CASE STUDIES
    • The Travel Corporation (TTC)
    • Tourism Ireland
    • Airbnb
    • Visit Rhode Island
    • Virgin Trains
    • Eurail
    • Hawaii Tourism Department
    • Singapore Tourism Board
  • ANALYSIS OF SOCIAL MEDIA
    • Timeline
  • IMPACT OF SOCIAL MEDIA ON THE TRAVEL AND TOURISM INDUSTRY
    • Recommendations for travel and tourism companies
    • Companies section
    • Companies/Organizations succeeding with social media
    • Companies/Organizations lagging with social media
    • Social media sector scorecard
  • GLOSSARY
  • APPENDIX: OUR "THEMATIC" RESEARCH METHODOLOGY
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