Title: Social media marketing in hospitality and tourism organisations

Authors: Constantinos A. Iacovou

Addresses: Hospitality and Tourism Department, American College, 2 & 3 Omirou Avenue, Eleftheria Square, 1097 Nicosia, Cyprus

Abstract: The main problem examined in this study was that many hospitality and tourism organisations have yet to fully integrate social media into their daily marketing activities in order to promote their products and services and enhance customer relationships. This qualitative research case study sought to identify and comprehend the factors contributing to this, as well as what marketing professionals believe can be done to drive hospitality and tourism organisations to consider social media in their marketing strategies. Data was collected through semi-structured interviews with seven social media marketing professionals in Cyprus. Key results highlight several factors that prevent hospitality and tourism organisations from integrating social media in their marketing activities, but also what marketing professionals believe can be done to overcome them. The findings helped to inform recommendations for future research as well as best practices that can be implemented by marketing professionals in hospitality and tourism organisations.

Keywords: hospitality and tourism organisations; social media marketing; marketing professionals; social media strategies.

DOI: 10.1504/IJTCS.2021.116133

International Journal of Teaching and Case Studies, 2021 Vol.12 No.2, pp.105 - 118

Received: 31 Jul 2020
Accepted: 30 Dec 2020

Published online: 12 Jul 2021 *

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