Wide enhance travelers’ confidence during the decision making

Wide spread of the
Internet and rapid technological evolution have revolutionized all industries
in the World especially tourism. Tourism Sector nowadays increasingly get to
the Internet which important because tourism is an information-based and
information-intensive industry. In order to reduce the high risk of travelling
which derives from the experimental characteristics of holiday travel related
purchases, travelers have to collect a lot of information (Sirakaya and
Woodside 2005). At the same time proper information about selected destination
can enhance travelers’ confidence during the decision making process, assist
them to make their best decision, therefore increase the quality of the trip.
Thanks to development of Internet and the variety of Information and
Communication Tools (ICTs) – such as web technology, mobile technology etc. –
tourists have the chance to access such information and purchasing
opportunities which were only available with the help of intermediaries earlier.
Providing wide range of possibilities make tourist comfortable and easy for
decision making.

On the one hand, changes lead to travelers have become more independent,
experienced, flexible and sophisticated in arranging their trips and on the
other hand tourists have accessed countless reliable and appropriate
information provided by more and more other users/travellers. During
information search processes, consumers increasingly rely on other travellers’
experiences which decrease uncertainty, therefore information search is moving
to online social media where people interact freely and easily exchange
information.

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1.1      ROLE OF SOCIAL MEDIA IN TOURISM:

In order to better
understand the focus of the role of social media In tourism , an overview of
the concept of social media is given in the following section. There are
various books, articles and online sources that try to define social media, but
each has a different perspective on it. Social Media is the collection of
online channels for communication , its one of the best platform for Hotel ,
Resturent and Airline. Social media plays an important role in our society as
well as many aspects in tourism industry, especially in information search and
tourism promotion focusing on best practices for interacting with consumers via
social media channels (social sharing of holiday experiences).

A.M. Kaplan, M. Haenlein
(2010) offer a more technology savvy definition, stating that “Social Media is
a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange
of User
Generated Content”. “Web 2.0 refers to the principles and practice of
facilitating information sharing and social interaction by users generating,
altering and uploading web-based content” (Liburd, 2012). Mashable.com (2010)
states, “social media is real life.” Levinson and Gibson (2010) define social
media from a marketer point of view as “a set of tools that are free or nearly
free and allow marketers and the community to create content and meaningful
conversation online”. Some examples of social media are “blogs, photo-sharing sites, video-sharing sites, social networks,
audio podcasts, Internet radio,mobile social sharing and communication tools”

 

2.         LITERATURE REVIEW :

2.1      ONLINE COMMUNICATION GOALS:

Like any other goals,
online communication goals should be S.M.A.R.T.:
(i) Specific goals reflect the objectives of a marketer, when deciding what
social media tools to use; (ii) Measurable goals are essential in order to be
able to see if the objectives set have been achieved in the end. Goals that
sound impossible to reach will not be taken seriously by anyone; hence (iii)
Achievable goals should be chosen. Similarly, (iv) Realistic goals refer to
taking into consideration all the external factors that could influence the
final result. Finally, goals should be (v) Time-based which means a specific
target should be attained within a specific time period. Goals are a way to
make people more persistent in what they are doing by putting more effort into
their actions. As managers do not always have the ability to motivate their
employees, setting goals is an alternative to this issue. They provide a vision
of what has to be achieved in order to succeed. As Sterne (2010) mentions that
goals keep you focused and help answering questions like “Are we there yet? Are
we still going in the right direction?”

Sterne (2010) believes
that there are 3 major goals in business, which are relevant in the long run:
(1) increased revenue, (2) lowered costs and (3) improved customer
satisfaction. Lim (2010), in agreement with Sterne, mentions the following
concepts that could be considered online communication goals: “increase brand
awareness, increase sales, educate and inform customers, improve customer
service, monitor brand recognition”. Having a great product that you market
online is not as efficient as having a brand that your customers are talking
about.

Social media is indeed a
cost effective way of enlarging your customer range, monitoring your brand and
improving the customer’s satisfaction. Therefore, making revenue should not be
the only concern addressed, but should also include lowering marketing costs.
Additionally, the shift from a product concentrated business to a customer
concentrated business has been more visible in the past years. It is crucial to
have satisfied customers, and then to increase revenue and lower costs through
this approach. The more a company informs and educates its customers, the more
the customer service will improve and the better the business will run.