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Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences

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  • Chatzigeorgiou, Chryssoula
  • Christou, Evangelos

Abstract

The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.

Suggested Citation

  • Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    • Handle: RePEc:zbw:espost:215483
    DOI: 10.5281/zenodo.3603355
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    Cited by:

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    2. 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.
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    7. Nikolaos Misirlis & Marjon Elshof & Maro Vlachopoulou, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," Post-Print hal-03381355, HAL.
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    11. Adamantia Pateli & Naoum Mylonas & Aggeliki Spyrou, 2020. "Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
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    15. Giannopoulos, Antonios & Skourtis, George & Kalliga, Alexandra & Dontas-Chrysis, Dimitrios-Michail & Paschalidis, Dimitrios, 2020. "Co-creating high-value hospitality services in the tourism ecosystem: Towards a paradigm shift?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 3-11.
    16. José-Manuel Sánchez-Martín & José-Luis Gurría-Gascón & Juan-Ignacio Rengifo-Gallego, 2020. "The Distribution of Rural Accommodation in Extremadura, Spain-between the Randomness and the Suitability Achieved by Means of Regression Models (OLS vs. GWR)," Sustainability, MDPI, vol. 12(11), pages 1-29, June.
    17. Broeder, Peter & Gkogka, Anna, 2020. "The cultural impact of navigation design in global e-commerce," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(3), pages 46-53.
    18. Alves, Helena Margarida & Sousa, Bruno & Carvalho, Aida & Santos, Vasco & Lopes Dias, Álvaro & Valeri, Marco, 2022. "Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 16-24.
    19. Pakhalov, Alexander & Rozhkova, Natalia, 2020. "Escape rooms as tourist attractions: Enhancing visitors’ experience through new technologies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 45-50.
    20. De Ridder, Kaat & Vanneste, Dominique, 2020. "Tourism development through landscape theming: Exploring Art Nouveau experiences in Brussels," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 45-54.

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    More about this item

    Keywords

    adoption of technological innovations; social media; distribution channels; tourism marketing;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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