Artigo em revista científica Q1
Brand strategies in social media in hospitality and tourism
Sérgio Moro (Moro, S.); Paulo Rita (Rita, P.);
Título Revista
International Journal of Contemporary Hospitality Management
Ano (publicação definitiva)
2018
Língua
Inglês
País
Reino Unido
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Abstract/Resumo
Purpose This study presents an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach To gather relevant literature, Google Scholar was queried with “brand”/“branding” AND “social media” for articles in ten top ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.
Agradecimentos/Acknowledgements
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Palavras-chave
Social media,Brand building,Text mining,Tourism and hospitality,Literature analysis,Brand strategies
  • Economia e Gestão - Ciências Sociais
  • Outras Ciências Sociais - Ciências Sociais
Registos de financiamentos
Referência de financiamento Entidade Financiadora
UID/PSI/03125/2013 Fundação para a Ciência e a Tecnologia
UID/MULTI/0446/2013 Fundação para a Ciência e a Tecnologia