2010. Bae. Marketing Through Social Networking Based on Web 2.0. a Case Study of Facebook

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Marketing through social networking based on Web 2.0 – A case study of facebook

Presented by

Jongchun, Bae

MSc Tourism Management and Marketing

Bournemouth University

2009

Abstract

The research has shown that the development of ICTs by escalating the usability of software and hardware in tourism areas as changing of phases of the tourism industry. The development has undergone through many changes starting with the evolution of Internet effecting a change of infrastructure of tourism management systems following using web-enhanced marketing which results in the efficient of time saving and low-cost travel purchases and reservation for consumers as well as enabling to manage the massive tourism demanding for the suppliers. As entering on the phase of web 2.0, virtual travel communities emerged operating by computer mediated dialogue in two ways resulting in making suppliers and consumers as co-producer and co-creator.

Many businesses are now using online communities to interact with their customers and to realise the many benefits such communities offer. However, there remains little understanding of how such communities should be developed and maintained in terms of distribution channel for the hospitality industry.

Through the case study of 24 Hilton hotel branches operating on facebook by the author, it examines the way in which the hospitality industry has managed their online community with 39,770 members. Analysis shows that the company has integrated the elements of a socially constructed community with those of a business one.

By the research it has been found that the Hilton branches have tried to increase the value proposition for their customers, mainly enabling to enhance their brand awareness while nurturing a sense of social belonging as well as using the place to interact with customers to identify how they think about their products through computer mediated dialogue and encouraged them to spread positive... [continues]

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