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dc.contributor.author
Karampini, Fani
en
dc.date.accessioned
2018-12-10T10:08:35Z
dc.date.available
2018-12-21T01:00:15Z
dc.date.issued
2018-12-10
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29222
dc.rights
Default License
dc.title
The role of Social Media Marketing in Hotel Marketing: how the hotels in Oia Santorini use the Facebook as part of their Marketing Strategy.
en
heal.type
masterThesis
en_US
heal.secondaryTitle
how the hotels in Oia Santorini use the Facebook as part of their Marketing Strategy.
en
heal.creatorID.email
f.karampini@ihu.edu.gr
heal.keywordURI.LCSH
Tourism--Marketing
heal.keywordURI.LCSH
Tourism--Computer network resources
heal.keywordURI.LCSH
Tourism--Social aspects
heal.keywordURI.LCSH
Hospitality industry--Social aspects
heal.keywordURI.LCSH
Hospitality industry--Marketing
heal.keywordURI.LCSH
Hospitality industry--Computer network resources
heal.keywordURI.LCSH
Social media
heal.keywordURI.LCSH
Facebook (Electronic resource)
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Hospitality and Tourism Management
en_US
heal.publicationDate
2018-12-03
heal.abstract
This dissertation was written as part of the MSc in Hospitality and Tourism Management at the International Hellenic University. Oia Santorini hotels need to focus on social media marketing and to include it in their marketing strategy. Facebook offers a great variety of opportunities in order hotels to enrich their marketing strategy. The research of the current use of Facebook as a marketing tool by eight five-star hotels in Oia showed presence in Facebook and use of basic features. Nevertheless, the use of different features of Facebook varied. This had the result some hotels to use Facebook more effectively than the others. Fani Karampini May, 2018
en
heal.tableOfContents
Contents Abstract5 Introduction6 Literature Review7 A.Introduction7 B.Social media7 1.Definition7 2.The media which are social media8 3.Web 2.08 4.Travel 2.09 5.Electronic Word-of-Mouth (eWOM)9 6.Why people use social media?11 C.Social Media Marketing13 1.Definition13 2.The effects of social media marketing14 3.The necessity of applying social media marketing by hotels16 4.The role of marketing strategists in social media marketing16 D.Facebook17 1.Historical background17 2.The leader of social media19 3.The Facebook as part of marketing strategy of hotels20 Methodology21 Results26 A.Background of the hotels26 B.Pattern of Facebook used by the hotels26 C.Data analysis26 1.Facebook presence26 2.Features and volume of content27 3.Aesthetic and visual quality33 4.Network scope35 5.Interaction quality35 6.Language use36 Conclusions and Recommendations37 A.Conclusions37 B.Recommendations for future research38 References39 ​Appendix49
en
heal.advisorName
Katsaliaki, Korina
en
heal.committeeMemberName
Laspita, Stavroula
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
49
en_US
heal.spatialCoverage
Santorini
en
heal.spatialCoverage
Oia
en


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