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Tourism marketing and distribution through social media: Assessing business economic performance

Author

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  • Gartner, Simone
  • Nicholson, Alexander
  • Christou, Eleftherios

Abstract

The research presented in this manuscript investigates consumers’ experiences with technology-related service encounters, through examining the validity of Mick and Fournier’s paradoxes of technology adoption to the social media as a marketing channel in tourism and its impact on business economic performance. Qualitative research was performed to examine consumers’ attitudes when using social media as marketing and purchasing channels and the results were compared to those of Mick and Fournier. Findings appear comparable, indicating that when consumers adopt online distribution channels, they also develop positive and negative attitudes. Findings of this survey also indicate that the type of some of the paradoxes experienced by consumers may depend on the particular industry and the medium being investigated. Last, conclusions are presented in relation to the economic performance of the tourism businesses using social media as marketing and distribution channels.

Suggested Citation

  • Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:99194
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    References listed on IDEAS

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    More about this item

    Keywords

    adoption of innovations; economic performance; social media; distribution; tourism marketing;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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