Social Media Approaches and Communication Strategies in Tourism

Social media and mobile devices have changed how tourists’ experiences are created and the ways travelers and companies interact. Increasingly, multichannel and multimedia systems characterize the relationship between customers and companies. Travel companies face a more competitive environment, now influenced by new online actors, and they must improve their communication strategies to satisfy an increasingly demanding traveler who is more oriented to conversations than to simple interactions. Social media has contributed to a paradigm shift: from one-way communication to three-way communication. Companies employ different methods when attempting to optimize social media use and communicate with current and potential consumers. Various approaches could be identified: from simple methods that are disconnected from the corporate strategy to fully integrated approaches. By referring to mainstream literature, the chapter discusses and examines the approaches that travel and tourism companies may adopt with particular emphasis on utilizing fully integrated social media strategies which aim to learn from consumers and create customer engagement.