Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 3rd International Conference on Business and Policy Studies
Series Vol. 74 , 17 April 2024
Open
Access | Article
Explore How to Refine Social Media Marketing Strategies and Shape Consumer Travel Preferences: An In-depth Study on Airbnb
* Author to whom correspondence should be addressed.
Abstract
In a post-COVID-19 era of digital transformation and a gradually recovering tourism economy, the travel industry must continually seek innovative ways to enhance social media marketing strategies and better understand consumer behaviour. This paper provides insights into how social media marketing strategy optimisation can shape consumer travel preferences. Using Airbnb as a case study, this paper analyses the social media comments of Airbnb users to reveal consumers' overall positive attitudes towards Airbnb's services through sentiment analysis and explore how methods such as predictive analytics can be used to tailor social media marketing campaigns to provide a more personalised and effective service to potential travellers. The results show that consumers are very concerned about whether the service experience differs from what is advertised on social media, such as quality of accommodation, customer service and pricing strategies. Therefore, Airbnb should prioritise consumer feedback, improve social media content quality, and use predictive analytics to identify its target audience. Future research should incorporate diverse data sources and advanced analytics techniques to understand consumer needs better, establish stronger customer connections, and influence travel choices.
Keywords
Social Media Marketing, Sentiment Analysis, Tourism Economy Recovery, Consumer Travel Preferences, Digital Transformation
References
1. Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2020). Impact of COVID-19 on the Travel and Tourism Industry. Technological Forecasting and Social Change, 163(1), 120469.
2. Marko Mihić, Jednak, S., & Gordana Savić. (2022). Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-COVID Era. Springer Nature.
3. Tilly, R., Fischbach, K., & Schoder, D. (2015). Mineable or messy? Assessing the quality of macro-level tourism information derived from social media. Electronic Markets, 25(3), 227–241. https://doi.org/10.1007/s12525-015-0181-2
4. Xiang, Z., & Gretzel, U. (2020). Role of Social Media in Online Travel Information Search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
5. Usui, R., Wei, X., & Funck, C. (2017). The power of social media in regional tourism development: a case study from Ōkunoshima Island in Hiroshima, Japan. Current Issues in Tourism, 21(18), 2060–2064. https://doi.org/10.1080/13683500.2017.1372393
6. Țuclea, C.-E., Vrânceanu, D.-M., & Năstase, C.-E. (2020). The Role of Social Media in Health Safety Evaluation of a Tourism Destination throughout the Travel Planning Process. Sustainability, 12(16), 6661. https://doi.org/10.3390/su12166661
7. Song, B. L., Liew, C. Y., Sia, J. Y., & Gopal, K. (2021). Electronic word-of-mouth in travel social networking sites and young consumers’ purchase intentions: an extended information adoption model. Young Consumers, ahead-of-print(ahead-of-print). https://doi.org/10.1108/yc-03-2021-1288
8. Kathuria, S., Tandon, U., Ertz, M., & Bansal, H. (2020). Social vacation: Proposition of a model to understand tourists’ usage of social media for travel planning. Technology in Society, 63, 101438. https://doi.org/10.1016/j.techsoc.2020.101438
9. Mirzaalian, F., & Halpenny, E. (2019). Social media analytics in hospitality and tourism. Journal of Hospitality and Tourism Technology, 10(4), 764–790. https://doi.org/10.1108/jhtt-08-2018-0078
10. Li, X., & Law, R. (2020). Network analysis of big data research in tourism. Tourism Management Perspectives, 33, 100608. https://doi.org/10.1016/j.tmp.2019.100608
11. Martínez-Navalón, J. G., Gelashvili, V., & Saura, J. R. (2020). The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses. International Journal of Environmental Research and Public Health, 17(15), 5417. https://doi.org/10.3390/ijerph17155417
12. Fatmasari, Kunang, Y. N., & Purnamasari, S. D. (2018, October 1). Web Scraping Techniques to Collect Weather Data in South Sumatera. IEEE Xplore. https://doi.org/10.1109/ICECOS.2018.8605202
13. Stringham, O. C., Toomes, A., Kanishka, A. M., Mitchell, L., Heinrich, S., Ross, J. V., & Cassey, P. (2021). A guide to using the internet to monitor and quantify the wildlife trade. Conservation Biology. https://doi.org/10.1111/cobi.13675
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-371-5
- ISBN (Online)
- 978-1-83558-372-2
- Published Date
- 17 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/74/20241499
- Copyright
- 17 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited