Purpose Research in tourism and hospitality industry marketing has identified many highly
effective applications of social media. However, studies in the existing literature do not …

Purpose The purpose of this review paper is to identify the themes of hospitality and tourism
innovation research published in academic and trade journals between 2010 and 2020, to …

Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …

Social media and its applications are a part of daily life in Turkey and the rest of the world. In
2022, about 80.7% of Turkey's population (69.9 million people) spent an average of 8 h daily …

The COVID-19 pandemic enhanced social media communications at a time individuals were
unable to leave their homes due to the lockdown measures. A lack of research has been …

The tourism market is fiercely competitive. No other market place has as many brands
competing for attention, and yet only a handful of countries account for 75% of the world's …

Business dynamics are also found in the digital economy, forcing the development of new
business models to achieve strategic marketing excellence. It was verified that half of the …

The present study assessed the social media use behavior of luxury hospitality facilities and
offers suggestions to improve organic post effectiveness. All five-star tourism facilities …

The intense competition in the tourism sector increasingly pushes tourism destination
marketers to seek more effective promotional practices, so that they remain competitive and …

This study aims to establish actionable guidelines and provide strategic insights as a means
of increasing the social media effectiveness of consumer brands. Post-related factors in …