publication . Other literature type . Article . Review . 2018

Brand strategies in social media in hospitality and tourism

Sérgio Moro; Sérgio Moro; Paulo Rita;
Open Access
  • Published: 08 Jan 2018
  • Publisher: Emerald
  • Country: Portugal
Abstract
<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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...
Subjects
free text keywords: Tourism, Leisure and Hospitality Management, Brand building, Text mining, Tourism and hospitality, Literature analysis, Brand strategy, Brand strategies, Business, Social media, Advertising, Public relations, business.industry, Hospitality management studies, Hospitality, Tourism
Funded by
FCT| UID/PSI/03125/2013
Project
UID/PSI/03125/2013
Center for Research and Social Intervention
  • Funder: Fundação para a Ciência e a Tecnologia, I.P. (FCT)
  • Project Code: 147229
  • Funding stream: 5876
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