• Management & Information Systems Review
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• v.34 no.1
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• pp.191-209
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• 2015

Electronic word-of-mouth (eWOM) in social media has been recognized as one of the most influential marketing tools across various businesses. Understanding eWOM in social media is critical to reach potential global consumers easily and quickly in the hospitality industry. However, few empirical studies in hospitality attempted to evaluate the effectiveness of eWOM in social media from a global perspective. Given the competitive climate of the hospitality market, it is meaningful for hospitality marketers to evaluate the effectiveness of eWOM in social media and the influence of cultural factors to promote customers and increase profitability globally. The main purpose of this study was to examine the influence of cultural values on social media eWOM in the hospitality industry in China, Korea, and the USA. The result of this study indicates Chinese and American people engage more than Korean people when they try to purchase hospitality product and service This study particularly provided a cross-cultural study of comparison among these countries and the findings of this study are expected to provide important practical assistance for global marketing strategies in social media.

• International journal of advanced smart convergence
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• v.13 no.2
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• pp.166-171
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• 2024

Recently, there has been an increasing trend in the role of social media in tourism marketing. We analyze changes in tourism marketing trends using tourism marketing keywords through social media networks. The aim is to understand marketing trends based on the analyzed data and effectively create, maintain, and manage customers, as well as efficiently supply tourism products. Data was collected using web data from platforms such as Naver, Google, and Daum through TexTom. The data collection period was set for one year, from December 1, 2022, to December 1, 2023. The collected data, after undergoing refinement, was analyzed as keyword networks based on frequency analysis results. Network visualization and CONCOR analysis were conducted using the Ucinet program. The top words in frequency were 'tourists,' 'promotion,' 'travel,' and 'research.' Clusters were categorized into four: tourism field, tourism products, marketing, and motivation for visits. Through this, it was confirmed that tourism marketing is being conducted in various tourism sectors such as MICE, medical tourism, and conventions. Utilizing digital marketing via online platforms, tourism products are promoted to tourists, and unique tourism products are developed to increase city branding and tourism demand through integrated tourism content. We identify trends in tourism marketing, providing tourists with a positive image and contributing to the activation of local tourism.

• Journal of Information Technology and Architecture
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• v.11 no.4
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• pp.471-483
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• 2014

The purpose of this study was to look over the sharing and flow of information on tourism tourist destination made through social media by utilizing social network analysis. In this research for compared the exchange and diffusion relationships and made information sharing among users of the network group for the Seoul / Busan Tourism Twitter. The first part of analysis dealt with the network centralization and information dissemination patterns from a global perspective. The second part was an analysis of nodes with the highest degree centrality in order to identify the most influential user within the Twitter network and determine the information flow and user characteristics with respect to the information dissemination pattern in Seoul/Busan tourism Twitter. The results scientific evidence was presented that social media users' information search behavior information to understand the sharing and spreading patterns, social media as a marketing tool, simple products and services that will ultimately provide the desired information detainee information is not a means of promoting utilization was presented.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.161-174
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• 2021

Purpose - The purpose of this study was to examine the recent popular consumption trend, the hocance phenomenon, using social media big data. The study intended to present practical directions and marketing measures for the recovery and growth of the hotel industry after COVID-19 pandemic. Design/methodology/approach - Big data analysis has been used in various fields, and in this study, it was used to understand the hocance phenomenon. For three years from January 1, 2018 to December 31, 2020, we collected text data including the keyword 'hocance' from the blog and cafe of NAVER and Daum. TEXTOM and UCINET 6 were used to collect and analyze the data. Findings - According to the results of analysis, the words such as 'hocance', 'hotel', 'Seoul', 'travel', 'swimming pool', 'Incheon', 'breakfast', 'child' and 'friend' were identified with high frequency. The results of CONCOR analysis showed similar results in all three years. It has been confirmed that 'swimming pool', 'breakfast', 'child' and 'friend' are important when deciding on the hocance package. Research implications or Originality - The study was differentiated in that it used social media big data instead of traditional research methods. Furthermore, it reflected social phenomena as a consumption trend so there was practical value in establishing marketing strategies for the tourism and hotel industry.

• Korea Science and Art Forum
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• v.22
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• pp.393-402
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• 2015

This study investigated Seoul's image as a tourism destination that Chinese tourists perceived, taking advantage of Chinese Social Media "Renren". The study used visual method (V-method) to collect images and analyzed them in terms of convergent disciplinary approach. It searched Chinese word, "首爾", in Renren social network. 526 Seoul's photos were collected from 129 users' mini-homepage. Destination planners and marketers should understand how the Chinese tourists perceive the Seoul's image and recognize the contribution factors to representations of the city. It is recommended that more cultural experience should be offered to Chinese tourists.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.2
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• pp.112-118
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• 2024

We Design The problem of underdeveloped areas is emerging as a social problem. Industrialization drove the population to the cities, creating underdeveloped areas. Underdeveloped areas are causing social problems such as population decline and aging. It is necessary to study the continuous tourism development of underdeveloped areas through development and improvement projects. Using social media big data to investigate keywords in underdeveloped areas and see the connection between keywords. The purpose of this study was to conduct core research divided by type and to investigate the keywords of tourism in underdeveloped areas through concor analysis of underdeveloped areas. As a result of the study, keywords were connected for each type of redevelopment, regional development, regional economy, and underdeveloped areas. Through this, the keywords for sustainable tourism in underdeveloped areas were identified. It is hoped that this study will develop sustainable tourism for the keywords of underdeveloped areas.

• Journal of Intelligence and Information Systems
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• v.24 no.1
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• pp.53-74
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• 2018

Since South Korea has an economic structure that has a characteristic which market-dependent on overseas, the tourism industry is considered as a very important industry for the national economy, such as improving the country's balance of payments or providing income and employment increases. Accordingly, the necessity of more accurate forecasting on the demand in the tourism industry has been raised to promote its industry. In the related research, economic variables such as exchange rate and income have been used as variables influencing tourism demand. As information technology has been widely used, some researchers have also analyzed the effect of media on tourism demand. It has shown that the media has a considerable influence on traveler's decision making, such as choosing an outbound destination. Furthermore, with the recent availability of online information searches to obtain the latest information and two-way communication in social media, it is possible to obtain up-to-date information on travel more quickly than before. The information in online media such as blogs can naturally create the Word-of-Mouth effect by sharing useful information, which is called eWOM. Like all other service industries, the tourism industry is characterized by difficulty in evaluating its values before it is experienced directly. And furthermore, most of the travelers tend to search for more information in advance from various sources to reduce the perceived risk to the destination, so they can also be influenced by online media such as online news. In this study, we suggested that the number of online media posting, which causes the effects of Word-of-Mouth, may have an effect on the number of outbound travelers. We divided online media into public media and private media according to their characteristics and selected online news as public media and blog as private media, one of the most popular social media in tourist information. Based on the previous studies about the eWOM effects on online news and blog, we analyzed a relationship between the volume of eWOM and the outbound tourism demand through the panel model. To this end, we collected data on the number of national outbound travelers from 2007 to 2015 provided by the Korea Tourism Organization. According to statistics, the highest number of outbound tourism demand in Korea are China, Japan, Thailand, Hong Kong and the Philippines, which are selected as a dependent variable in this study. In order to measure the volume of eWOM, we collected online news and blog postings for the same period as the number of outbound travelers in Naver, which is the largest portal site in South Korea. In this study, a panel model was established to analyze the effect of online media on the demand of Korean outbound travelers and to identify that there was a significant difference in the influence of online media by each time and countries. The results of this study can be summarized as follows. First, the impact of the online news and blog eWOM on the number of outbound travelers was significant. We found that the number of online news and blog posting have an influence on the number of outbound travelers, especially the experimental result suggests that both the month that includes the departure date and the three months before the departure were found to have an effect. It is shown that online news and blog are online media that have a significant influence on outbound tourism demand. Next, we found that the increased volume of eWOM in online news has a negative effect on departure, while the increase in a blog has a positive effect. The result with the country-specific models would be the same. This paper shows that online media can be used as a new variable in tourism demand by examining the influence of the eWOM effect of the online media. Also, we found that both social media and news media have an important role in predicting and managing the Korean tourism demand and that the influence of those two media appears different depending on the country.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.381-391
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• 2020

This research article investigates the way eWOM in social media influences the formation of destination image through development of trust and satisfaction for the potential tourist. The research involved administering an 18-point questionnaire taking online reviews, tourist involvement, and eWOM, destination image components of trust and satisfaction as variables. Data was collected from 554 individuals forming a cross-section of social media users and analyzed using multi-variate techniques (Reliability, CFA, and SEM). Results indicate a positive and significant relationship between all except online review and destination trust and satisfaction. Indirect and direct effects indicate that eWOM fully mediates the relationship between destination satisfaction and involvement and partially mediates the relationship between destination trust and involvement. In the case of online reviews, eWOM acts as a full mediator between destination trust and destination satisfaction for the future traveler using social media. The study proposes that components of image vary depending upon the degree of involvement, volume online reviews and eWOM generated also termed as 'virality' and these in turn influence the intention to revisit or recommend a destination. The study highlights its utility for National Tourist Organizations (NTOs) and online travel intermediaries to enhance destination marketing efforts.

• Journal of Korean Society for Quality Management
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• v.51 no.2
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• pp.203-221
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• 2023

Purpose: The purpose of the research is to explore the role of social media in attracting international patients for cosmetic services in South Korea during the COVID-19 pandemic. The study aims to conceptualize social media as an effective marketing tool for minimizing perceived risks associated with cosmetic services and increasing patient satisfaction. Methods: The study validated proposed hypotheses using the PROCESS macro for SPSS with overseas patients who received cosmetic treatment in private Korean plastic surgery clinics in Busan. Results: This study found that information delivery capability reduced perceived risk and contributed to patient satisfaction, while communication capability did not show any significant relationship with perceived risk and satisfaction. In addition, information delivery capability had a significant direct effect on patient satisfaction, but communication capability did not. Conclusion: It is expected that the outcomes of this study will broaden our understanding of the use of social media in reducing perceived risk and increasing satisfaction.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.30-39
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• 2022

This study investigates the influence of consumer needs pertaining to brand social media pages on the consumer brand attachment formation process. We collected 278 valid responses from females who have experienced the food brands' social media pages. Following the data analysis, we developed the results as follows. First, we examined the significant influence of attachment to brand social media page needs and socialization needs on consumer content consumption engagement and content contribution engagement on brand social media pages. Then we determined that consumer engagement significantly influenced consumer brand attachment. Finally, we found consumer consumption engagement exerted a significant mediation effect on the relationship between consumer needs and brand attachment. Based on the results, we outlined the potential theoretical and marketing strategy implications of this research.