sustainability-logo

Journal Browser

Journal Browser

Special Issue "Sustainable Brand Strategies in Social Media in Hospitality and Tourism"

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Management".

Deadline for manuscript submissions: closed (31 January 2022) | Viewed by 3531

Special Issue Editors

Prof. Dr. Cláudia Ribeiro De Almeida
E-Mail Website
Guest Editor
School of Management, University of Algarve, Hospitality and Tourism & Centre for Tourism, Sustainability, and Well-Being (CinTurs), Campus da Penha, 8005-139 Faro, Portugal
Interests: air transport; airports; low cost carriers; residential tourism; tourism operations; travel agencies
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Célia M.Q. Ramos
E-Mail Website
Guest Editor
Hospitality and Tourism & Centre for Tourism, Sustainability, and Well-Being (CinTurs), School of Management, University of Algarve, Campus da Penha, 8005-139 Faro, Portugal
Interests: ICT applied to tourism and hospitality; social media; business intelligence; internet marketing; data analytics
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues

The world is changing, so the strategies used by hospitality and tourism enterprises that use social media as one of the platforms to promote services, collect opinions and above all to interact with their actual and potential customers.

The new Special Issue of Sustainability “Sustainable Brand Strategies in Social Media in Hospitality and Tourism” pretends to collect articles that discuss some perspectives used by the hospitality and tourism enterprises in different countries helping to understand innovative and creative brand strategies.

We welcome new perspectives and ideas about this theme, including, but not limited to:

  • Brand strategies in Social Media
  • Co-creating value using Social Media marketing
  • Customer engagement strategies using social media
  • Digital Communication
  • Impacts of social media on business value and performance
  • Impacts of social media on customer behavior
  • Information acquisition and dissemination in social media
  • Innovation
  • Mobile Marketing
  • Mobile social media strategies
  • Social Media Adoption, Use and Potentialities
  • Social Media analytics
  • Social media and human resources management practices
  • Social Media Influencers
  • Social Media Marketing
  • The role of social media in sales and marketing
  • The role of social media in travel planning and decision making
  • Travel experience

Hospitality and Tourism enterprises look for new ways to promote their services, concepts and experiences in different platforms. The brand strategies are today more creative and innovative and in somehow more complex and digital than ever.

The emergence of the Internet caused changes in the way of communicating between individuals and between them and organizations, becoming a means par excellence to disseminate brands and products to their potential interested / consumers. In addition, combined with social media platforms, it has become a powerful tool for marketing travel brands once: (i) allows on-to-one marketing; (ii) two-way interaction between stakeholders and tourists; (iii) accessible in any place during 24 hours a day and 365 days in a year; (iv) in last minute it is possible to change tourism products or brands; (v) provides several real testimonies that help in tourist decision making; (vi) while reducing costs in marketing campaigns and in handling reservations.

Today it is frequent to find brand strategies for hospitality and tourism enterprises associated to social media platforms, allowing a more closer contact with their own clients and other potential clients. Being present in different social media platforms allow to spread the word and above all to connect more deeply with the ones that feel the need to use, reserve and experience a service of that tourism brand.

Tourists look for social media as one place more to find information about a tourism product or destination, a decision support tool to contribute to make adequate decisions in the process of planning a trip, and in somehow a new place to interact with an enterprise. These platforms are important during all phases of a trip, as well as being present in this consumers journey.

In this digital environment, tourists share their travel experiences, impressions, emotions, special moments, and opinions about the tourist services, for example hotels, restaurants, airlines, car rental services, events or auxiliary services, all of which contributes to define online reputation of a tourist destination, while contributes to add value to the destination management organization to define new strategies that meet the needs of their customers, through campaigns that will be disclosed to the right potential tourist at the right time, anywhere and anytime.

This special issue pretends to gather some new perspectives of this kind of interactions and brand strategies in hospitality and tourism in order to create a new discussion of their importance and understand the new challenges and trends, while contributing to the definition of new research paths, as well as to present new challenges for researchers who deal with these themes.

Prof. Dr. Cláudia Ribeiro De Almeida
Prof. Dr. Célia M.Q. Ramos
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Social Media
  • Brand Strategies
  • Hospitality
  • Tourism
  • Internet Marketing

Published Papers (2 papers)

Order results
Result details
Select all
Export citation of selected articles as:

Research

Article
The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention
Sustainability 2021, 13(16), 9471; https://doi.org/10.3390/su13169471 - 23 Aug 2021
Viewed by 1071
Abstract
This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel [...] Read more.
This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs). Full article
Show Figures

Figure 1

Article
A Methodology for the Identification and Assessment of the Conditions for the Practice of Outdoor and Sport Tourism-Related Activities: The Case of Northern Portugal
Sustainability 2021, 13(13), 7343; https://doi.org/10.3390/su13137343 - 30 Jun 2021
Cited by 3 | Viewed by 1281
Abstract
Tourists’ demand for outdoor sport-related activities has been growing in the last decade, leading to the recognition of the outdoor tourism potential of the development of rural and urban areas where the activities could take place. While the literature has recognized this potential, [...] Read more.
Tourists’ demand for outdoor sport-related activities has been growing in the last decade, leading to the recognition of the outdoor tourism potential of the development of rural and urban areas where the activities could take place. While the literature has recognized this potential, its features and the existing conditions for its practice are often not fully comprehended, mainly due to the lack of measurement systems and performance indicators. This study addresses this gap by proposing a wide-ranging assessment matrix of nine outdoor-related activities, employing northern Portugal as a study area. Based on an exploratory qualitative analysis employing semi-structured interviews with key stakeholders (public, private and third sector), the main contribution of this study lies in the development of the outdoor tourism assessment matrix (OTAM) to collect data. The OTAM matrix aims to identify and assess the conditions, namely the infrastructure and resources, for the practice of outdoor and sport tourism-related activities within the sustainable development pillars. The nine matrices comprising the OTAM allow the identification of the places where the outdoor activities can be practiced, and the conditions under which they can contribute to the definition of the development strategies of outdoor tourism. Full article
Show Figures

Figure 1

Back to TopTop