Social media and hospitality marketing

Authored by: María Pilar Martínez-Ruiz , Isabel Llodrà-Riera , Ana Isabel Jiménez-Zarco

The Routledge Handbook of Hospitality Marketing

Print publication date:  October  2017
Online publication date:  October  2017

Print ISBN: 9781138214668
eBook ISBN: 9781315445526
Adobe ISBN:


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Social media is quickly gaining importance in the tourism and hospitality industry. In response, various academic fields are contributing to a growing literature about social media and its relation to a wide array of topics. In this context, this chapter aims to identify the main lines of research in this domain, as well as delineate future research prospects. The chapter begins by reviewing the concept of social media and its defining characteristics, which is key to understanding and outlining the potential benefits of this new technology.

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