publication . Other literature type . Article . Review . 2018

Brand strategies in social media in hospitality and tourism

Name: Brand strategies in social media in hospitality and tourism
Keywords: Tourism, Leisure and Hospitality Management, Brand building, Text mining, Tourism and hospitality, Literature analysis, Brand strategy, Brand strategies

Sérgio Moro; Sérgio Moro; Paulo Rita;

Open Access

Published: 08 Jan 2018

Publisher: Emerald

Country: Portugal

Summary

Abstract

Purpose This paper aims to present 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...

doi: 10.1108/ijchm-07-2016-0340

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

Related Organizations

Funded by

FCT| UID/PSI/03125/2013