| Autor: |
Cooper, Malcolm, Le Quang Thai, Claster, William, Vafadari, Kazem, Pardo, Phillip |
| Předmět: |
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| Zdroj: |
Journal of Hospitality & Tourism; 2015, Vol. 13 Issue 1, p1-15, 15p |
| Abstrakt: |
Attracting tourists to a destination through favorable imagery is an essential part of the transfer of knowledge in the tourism and hospitality industry. Destination image is defined as the expression of objective knowledge, imagination and the subjective emotional thoughts of an individual or group. In turn, social media is profoundly changing not only the way we communicate, but also the way human beings interact with this imagery and their travel environment. Therefore, in order to become more competitive, many firms are seeking to leverage the power of social media to gain insights into customer cognition and behavior. Social media is beginning to be used for in predicting customer behavior in a wide range of industries, including restaurants, retailing, and the hotel industry. By analyzing a collection of search engine queries, and historical Twitter data, this paper investigates the competitive intelligence of two different groups of hotels in Philadelphia, USA. Further the paper provides an analysis of the correlation between social media and hotel occupancy rates, and proposes a methodology to predict future lodging demand from empirical data in line with the objectives of the t-Forum. Our previous research has shown that mining of social media can be used to explain and forecast social and business trends in tourism. In this paper, we extend this research to evaluate the transfer of knowledge in the industry. It is hoped that our comments will enable t-forum to come up with advice on the transfer of knowledge about destinations. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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