Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards
DOI:
https://doi.org/10.12727/ajts.20.4Keywords:
social emdia, tourism marketing, Odisha tourism, Kerala Tourism, marketing strategy, comparative study, FacebookAbstract
Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.
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Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: implications for tourism marketing. Tourism Management, 23(4), 407-417.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
Bobins, A. (2018). Facebook ranks Kerala tourism page as best in the country in 2017. Retrieved from https:// www.indiatimes.com/ news/ india/
facebook-ranks-kerala-tourism-page-as-best-in-the-country-in-2017_-345665.html
Brake, D., & Safko, L. (2009). The social media Bible. Hoboken: John Wiley and Sons, Inc.
Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(8), 105-114.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-623.
Chaturvedi, A., & Aulakh, G. (2018). Indian social media users more prone to data breach. Delhi, New Delhi, India.
Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: a case of higher education institutes in India. Journal of Product & Brand Management, 1(22), 40-51.
Chung, J., & Buhalis, D. (2008). Information needs in online social networks. Information Technology & Tourism, (10), 267-281.
Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, (32), 2015-229.
Daria, M. (2017, September 17). How frequently should I publish on social media? A hubspot experiment. Retrieved from https://blog.hubspot.com/marketing/how-frequently-should-i-publish-on-social-media
Fatimah, S.-A. S., & Murphy, J. (2010). Social networking as a marketing tool: the case of a small Australian company. Journal of Hospitality Marketing & Management, 19(7), 700-716.
Google Trends. (2018). Compare. Retrieved from https://trends.google.com/trends/explore?cat=67&geo=IN&q=Odisha%20tourism,Kerala%20tourism,Tamil%20Nadu%20Tourism,Gujarat%20Tourism
Hays, S., Page, S. J., & Buhalis, D. (2012). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211-239.
Internet World Stats. (2018). Retrieved from https:// www.internetworldstats.com/asia.htm#in
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Mallory, W. (2012). 9 tips for integrating social media on your website. Retrieved from https://www.socialmediaexaminer.com/9-tips-for-integrating-social-media-on-your-website/
Mangold, W. G., & Fauld, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Munar, A. M. (2012). Social media strategies and destination management. Scandinavian Journal of Hospitality and Tourism, 12(2), 101-120.
Nathan, E. (2017). How often to post on social media? Retrieved from https://coschedule.com/blog/how-often-to-post-on-social-media/
OECD. (2007). Participative Web and User-Created Content: Web 2.0 Wikis and Social Networking. OECD Publishing, Paris, https://doi.org/10.1787/9789264037472-en
Pillai, S. (2017). Indians spend 70% of mobile internet time on social media, entertainment. The Times of India. Retrieved from https://timesofindia.indiatimes.com/business/india-business/indians-spend-70-of-mobile-internet-time-on-social-entertainment/articleshow/62125840.cms
Prateek, K. (2017). Best times and frequency to post on Facebook, Twitter, and Instagram. Retrieved from https://blog.markgrowth.com/best-times-and-frequency-to-post-on-facebook-twitter-and-instagram-33d5e7210a25
Roque, V., & Raposo, R. (2016). Social media as a communication and marketing tool in tourism: An analysis of online activities from international key player DMO. Anatolia, 27(1), 58-70.
Rosemary, M., Martinette, K., & Melville, S. (2016). The usage of social media as a marketing tool in two Southern African countries. Development Southern Africa, 33(5), 740-755.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Stankov, U., Lazic, L., & Dragicevic, V. (2010). The extent of use of basic Facebook user-generated content by the national tourism organizations in Europe. European Journal of Tourism Research, 3(2), 105-113.
Statcounter GlobalStats. (n.d.). Retrieved from http://gs.statcounter.com/social-media-stats/all/india
Surevin BPO service Ltd. (n.d.). 11 Impressive Social Media Marketing Insights in India Retrieved from http://www.surevin.com/11-impressive-social-media-marketing-insights-in-india/
Tham, A. (2013). Social media in destination choice: distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1-2), 144-155.
Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the virtual tourist community: implications for tourism marketing. Tourism Management, 23(4), 407-417.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
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Published
2018-07-01
How to Cite
Choudhury, R., & Mohanty, P. (2018). Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards. Atna Journal of Tourism Studies, 13(2), 41-56. https://doi.org/10.12727/ajts.20.4
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