Role of social media in online travel information search

Xiang, Zheng and Gretzel, Ulrike (2010) Role of social media in online travel information search. Tourism Management, 31 2: 179-188. doi:10.1016/j.tourman.2009.02.016

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Author Xiang, Zheng
Gretzel, Ulrike
Title Role of social media in online travel information search
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
1879-3193
Publication date 2010-01-01
Year available 2010
Sub-type Article (original research)
DOI 10.1016/j.tourman.2009.02.016
Volume 31
Issue 2
Start page 179
End page 188
Total pages 10
Place of publication Kidlington, Oxford, United Kingdom
Publisher Pergamon
Collection year 2011
Language eng
Subject 1408 Strategy and Management
1409 Tourism, Leisure and Hospitality Management
3303 Development
3313 Transportation
Abstract Social media are playing an increasingly important role as information sources for travelers. The goal of this study is to investigate the extent to which social media appear in search engine results in the context of travel-related searches. The study employed a research design that simulates a traveler's use of a search engine for travel planning by using a set of pre-defined keywords in combination with nine U.S. tourist destination names. The analysis of the search results showed that social media constitute a substantial part of the search results, indicating that search engines likely direct travelers to social media sites. This study confirms the growing importance of social media in the online tourism domain. It also provides evidence for challenges faced by traditional providers of travel-related information. Implications for tourism marketers in terms of online marketing strategies are discussed.
Keyword Internet marketing
Online tourism domain
Search engine
Social media
Travel information search
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 27 Mar 2014, 20:09:40 EST by Karen Morgan on behalf of UQ Business School