The return on tourism organizations' social media investments : preliminary evidence from Belgium, France and Switzerland

Wozniak, Thomas (Institute of Tourism, Lucerne School of Business, Switzerland) ; Stangl, Brigitte (Faculty of Arts and Social Sciences, School of Hospitality and Tourism Management, University of Surrey, UK) ; Schegg, Roland (University of Applied Sciences and Arts Western Switzerland (HES-SO Valais-Wallis)) ; Liebrich, Andreas (Institute of Tourism, Lucerne School of Business, Switzerland)

Literature suggests dozens of ways of how to quantify the success of social media. However, there is no consent about the measurement of the return of investment (ROI). Only very limited empirical work is looking at the topic especially in tourism. This study is one of the first attempts to look at the ROI of tourism organizations. In doing so, various input (i.e. budget, manpower, amount of platforms used) and outcome (i.e. posts, website success and social media KPIs such as number of posts, interaction, and page performance index) variables are analysed. Responses of 150 tourism organizations to an online questionnaire and social media data collected via the monitoring tool Fanpage Karma provide insights for Facebook, Twitter, Google+, YouTube, Instagram, and Pinterest. Our data indicates that despite an ever increasing importance of online services for the customer journey, the monetary and manpower resources allocated to online marketing and social media is modest for most tourism organizations of the three surveyed countries. The achieved outcomes of the tourism organizations are weak especially when it comes to engagement figures. Revealed relationships such as between marketing budget and success measures for YouTube videos are presented and a discussion is provided.


Mots-clés:
Type d'article:
scientifique
Faculté:
Economie et Services
Ecole:
HEG-VS
Institut:
ITO-Institut de Tourisme
Classification:
Economie/gestion
Date:
2017
Pagination:
26 p.
Publié dans
Information technology & tourism
Numérotation (vol. no.):
2017, Vol. 17, no. 1, pp. 75-100
DOI:
ISSN:
1098-3058
Le document apparaît dans:

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 Notice créée le 2017-10-22, modifiée le 2018-12-11

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