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Moro, S. & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management. 30 (1), 343-364

S. M. Moro and P. M. Rita,  "Brand strategies in social media in hospitality and tourism", in Int. Journal of Contemporary Hospitality Management, vol. 30, no. 1, pp. 343-364, 2018

@article{moro2018_1775918168366,
	author = "Moro, S. and Rita, P.",
	title = "Brand strategies in social media in hospitality and tourism",
	journal = "International Journal of Contemporary Hospitality Management",
	year = "2018",
	volume = "30",
	number = "1",
	doi = "10.1108/IJCHM-07-2016-0340",
	pages = "343-364",
	url = "http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJCHM-07-2016-0340"
}

TY  - JOUR
TI  - Brand strategies in social media in hospitality and tourism
T2  - International Journal of Contemporary Hospitality Management
VL  - 30
IS  - 1
AU  - Moro, S.
AU  - Rita, P.
PY  - 2018
SP  - 343-364
SN  - 0959-6119
DO  - 10.1108/IJCHM-07-2016-0340
UR  - http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJCHM-07-2016-0340
AB  - 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.
ER  -