Automated Online Communication: How to Interact in the 21st Century

Dissertation

by

Zaenal Akbar

submitted to the Faculty of Mathematics, Computer Science and Physics of the University of

in partial fulfillment of the requirements for the degree of Doctor of Philosophy (PhD)

Supervisor: Ass.-Prof. Dr. Anna Fensel

Innsbruck, June 2018 © Copyright Zaenal Akbar The material in this publication is protected by copyright law.

Year: 2018 Title: Automated Online Communication: How to Interact in the 21st Century Author: Zaenal Akbar Acknowledgements

I would like to thank my supervisor Ass.-Prof. Dr. Anna Fensel for giving me the opportunity to work under her supervision. Anna provided me with valuable advice and guidance such that I can complete my research works and finish this dissertation. Further, I am also deeply grateful to the Chair of STI Innsbruck, Univ.-Prof. Dr. Dieter Fensel, who has provided me with a stimulating working environment at STI Innsbruck. Dieter has supported my works from the beginning, and this dissertation would never be finished without his valuable inputs and leadership. I am always looking forward to collaborating with both of them in the future. Many thanks go to my colleagues from STI Innsbruck, which whom I had great work- ing experiences and had co-authored papers. They had outstanding contributions to the im- provement of my works with their valuable ideas and feedback. I have carried out the re- search reported in this dissertation at the Online Communication Working Group1, Seman- tic Technology Institute (STI) Innsbruck2, Department of Computer Science3, University of Innsbruck4, Innsbruck, . During the research, I have received support from various re- search projects funded by the European Union and the government of Austria. These projects included PlanetData5, TourPack6, and EuTravel7. Last but not least, I would like to thank my family for their never-ending support and encouragements. Especially to my wife Andi Ririn Noviarti, I am very grateful for her patient and loving support, for her commitment to raising a small family in Innsbruck during my research and the work on my dissertation.

1http://oc.sti2.at 2http://sti2.at 3http://informatik.uibk.ac.at/ 4http://uibk.ac.at 5https://www.planet-data.eu/ 6http://tourpack.sti2.at/ 7http://www.eutravelproject.eu/ iv Acknowledgements Abstract

The Internet has introduced multiple online communication channels, widening the capa- bility of organizations to communicate and engage with the broadest audience possible, ex- panding their marketing outreach. For organizations in the industry, the Internet is the primary source for travel planning where travel inspirations are mainly originating from social networking, videos/photos sharing sites, as well as search engines. Being present on- line is a must, but being present and active on multiple online communication channels is even more crucial. We identified three main challenges of a multi-channel online communication system, namely: (i) scalable communication, where the number of information sources and commu- nication channels is exponentially growing, (ii) bilateral communication, where communi- cation has been developed into multiple directions, (iii) personalized communication, where communication becomes more specific. To overcome these challenges, we proposed a so- lution, so-called Multi-Channel Online Communication framework. The framework utilizes semantic web technologies for: (i) information management, which represents scattered in- formation into a common information model, (ii) channel management, which represents a variety of communication activities as a common communication model, (iii) matchmaking mechanism, which aligns both information and communication models through rules, a form of knowledge representation. We applied the framework to organizations in the tourism industry, where we evaluated its impacts on the organizations in two aspects, namely: the increment of online visibility and the reduction of manually performed tasks. For online visibility, we assessed two sources of online visibility, namely search engines and social media. We expected richer search results on search engines that could drive more visitors. More traffic from multiple social media channels was expected as well. For the reduction of manually performed tasks, we assessed three activities that are still mainly performed by humans, namely content integration, content distribution, and user engagements integration. The results of the evaluation are encouraging, a combination of semantic annotation and multi-channel communication solutions is capable of doubling the online visibility of organizations while reducing the manually performed tasks by half.

Supervisor: Ass.-Prof. Dr. Anna Fensel – University of Innsbruck, Austria Co-supervisor: assoz. Prof. Dr. Radu Prodan – University of Innsbruck, Austria vi Abstract List of Relevant Publications

Peer-reviewed Papers

Paper 1. Akbar, Z., García, J. M., Toma, I., and Fensel, D. (2014). On using semantically- aware rules for efficient online communication. In Proceedings of the 8th Inter- national Web Rule Symposium (RuleML 2014), Prague, , August 18-20, 2014, pages 37-51. Springer International Publishing. https://doi.org/10.1007/978-3-319-09870-8_3 Abstract: The ever growing number of communication channels not only enables a broader outreach for organizations, but also makes it more difficult for them to manage a very large number of channels and adapted content efficiently. Thus, finding the right channels to disseminate some content and adapting this content to specific channel requirements are real challenges for sharing information both efficiently and effectively. In this work, we present a rule-based system that ad- dresses these challenges by decoupling the information to be shared from the ac- tual channels where it is published. We propose semantic models to characterize and integrate various information sources and channels. A set of independent rules then interrelates these models, specifying the concrete publication workflow and content adaptation required. Furthermore, we evaluate our rule-based system using two different use cases, discussing the added value that the defined rules provide to this scenario and how they contribute to overcoming the identified challenges effectively.

Paper 2. Akbar, Z., García, J. M., Toma, I., and Fensel, D. (2014). A semantic-based plat- form for efficient online communication. In Proceedings of the 13th International Semantic Web Conference - Posters & Demonstrations Track (ISWC-PD ’14), Riva del Garda, , October 19-23, 2014, pages 337-340. CEUR-WS.org. http://ceur-ws.org/Vol-1272/paper_84.pdf Abstract: To achieve an effective and efficient way of disseminating information to ever growing communication channels, we propose an approach that separates the information and communication channels and interlinks them with an interme- diary component. The separation enables various dimensions to reuse the infor- mation and communication channels in transactional communication. In this paper we introduce our online communication platform, which is comprised of several components. The important roles of semantic web technologies to the platform are explained in detail, including a use case to show the contributions of semantic web in supporting the effectiveness and efficiency of information dissemination. viii List of Relevant Publications

Paper 3. Akbar, Z., García, J. M., Toma, I., and Fensel, D. (2015). Measuring the impact of content adaptation on social media engagement. In Proceedings of the 2nd Euro- pean Conference on Social Media (ECSM 2015), Porto, , July 9-10, 2015, pages 1-10. ACPI. Abstract: The ultimate goal of social media marketing is to reach and engage with the widest audience possible. Usually, the content published on social media chan- nels must be adapted in order to meet the requirements of the target channels. This process, known as content adaptation, requires human knowledge to determine how the content should be prepared to meet the channel requirements, and to spread it across the channel as fast as possible. Extracting this knowledge for content adap- tation is a challenging task due to the constant evolution of the variety of human experiences and social media channels. In this paper, we show how we acquire and learn this knowledge as our first step towards content adaptation automation. We determine the social media posts properties that could be affected by the content adaptation. Those properties are: (i) presentation property where a post can be seen as a collection of terms, (ii) hypermedia property where a post can be seen as a col- lection of media connected by hyperlinks, and (iii) named-entity property where a post can be seen as a collection of real world entities. Based on these properties, the most engaged posts are selected and their similarity degrees to their original sources are computed and compared. From the similarity degree comparison, we can devise recommendations on how to obtain the highest engagement on a particular social channel by fine-tuning the content adaptation on each property.

Paper 4. Akbar, Z., Toma, I., and Fensel, D. (2016). Optimizing the publication flow of touristic service providers on multiple social media channels. In Proceedings of the 2016 International Conference on Information and Communication Technolo- gies in Tourism (ENTER 2016), Bilbao, , February 2-5, 2016, pages 211-224. Springer International Publishing. https://doi.org/10.1007/978-3-319-28231-2_16 Abstract: In a multi-channel online communication environment, dissemination of high quality content to multiple channels is a necessity. With the intention of actively communicating and engaging with the audiences on each channel, content should be disseminated to as many channels as possible. Due to the heterogeneity of channels’ specifications, the challenge is to find the best possible combination of which content should be disseminated to which channel. In this paper we introduce an approach so called publication flow as a structured way of disseminating content to multiple channels. The proposed approach enables multiple channels content dissemination and at the same time maximizes the dissemination main objective of reaching the widest audiences possible. By defining the challenge as a minimum cost flow problem, an optimal publication flow can be achieved by minimizing the costs (technical, effectiveness and social) of disseminating a particular type of content to a particular channel. We employ our approach to analyse and evaluate how content is disseminated to various social media channels within the tourism industry.

Paper 5. Fensel, A., Akbar, Z., Toma, I., and Fensel, D. (2016). Bringing online visibility to ix

hotels with schema.org and multi-channel communication. In Proceedings of the 2016 International Conference on Information and Communication Technologies in Tourism (ENTER 2016), Bilbao, Spain, February 2-5, 2016, pages 3-16. Springer International Publishing. https://doi.org/10.1007/978-3-319-28231-2_1 Abstract: Now more than ever, it is becoming critical for businesses in the tourism industry to have a strong online presence. In order to achieve this goal, the proper use of multiple communication technologies and channels is crucial. This includes semantic annotations that can be understood by search engines, scalable multi- channel publishing, and feedback collection. We present our approach to improve touristic service providers’ online visibility with techniques comprising modelling by means of ontologies, particularly, schema.org, as well as multi-channel commu- nication. Having implemented the approach for Tourismusverband (TVB) Inns- bruck und seine Feriendörfer as well as hotel pilots, we describe how the above mentioned technologies are being used to achieve the set goal. Our findings and results show that already in the first few weeks of deployment, with eventual de- crease of human social media work power in times, the use of schema.org and multi- channel communication solutions by a typical hotel increased its website visibility by 20%, and the leads generated by social media platforms by up to 40%.

Paper 6. Akbar, Z., Kärle, E., Panasiuk, O., Şimşek, U., Toma, I., and Fensel, D. (2017). Complete semantics to empower touristic service providers. In Proceedings of the 16th International Conference on Ontologies, DataBases, and Applications of Se- mantics (ODBASE 2017), Rhodes, , October 23-27, 2017, pages 353–370. Springer International Publishing. https://doi.org/10.1007/978-3-319-69459-7_24 Abstract: The tourism industry has a significant impact on the world’s economy, contributes 10.2% of the world’s gross domestic product in 2016. It becomes a very competitive industry, where having a strong online presence is an essential aspect for business success. To achieve this goal, the proper usage of latest Web technolo- gies, particularly schema.org annotations is crucial. In this paper, we present our effort to improve the online visibility of touristic service providers in the region of , Austria, by creating and deploying a substantial amount of semantic anno- tations according to schema.org, a widely used vocabulary for structured data on the Web. We started our work from Tourismusverband (TVB) Mayrhofen-Hippach and all touristic service providers in the Mayrhofen-Hippach region and applied the same approach to other TVBs and regions, as well as other use cases. The rationale for doing this is straightforward. Having schema.org annotations enables search engines to understand the content better, and provide better results for end users, as well as enables various intelligent applications to utilize them. As a direct conse- quence, the region of Tyrol and its touristic service increase their online visibility and decrease the dependency on intermediaries, i.e. Online Travel Agency (OTA).

Paper 7. Akbar, Z., Fensel, A., and Fensel, D. (2017). Enabling analysis of user engagements across multiple online communication channels. In Proceedings of the 11th Inter- national Conference on Metadata and Semantic Research (MTSR ’17), Tallinn, x List of Relevant Publications

Estonia, November 28-December 1, 2017, pages 147-159. Springer International Publishing. https://doi.org/10.1007/978-3-319-70863-8_14 Abstract: The role of online communication channels, especially social media, has been developed from a platform for sharing information to a platform for in- fluencing audiences. With the intention to reach the widest audience possible, or- ganizations tend to distribute their marketing information to as many communica- tion channels as possible. After that, they measure the performance of their mar- keting activities on every channel, where the typical measurement on how users perceived information is through engagement indicators. Measuring engagements across channels is challenging because the heterogeneity of engagement mecha- nism that can be performed by users on every channel. In this paper, we introduce a method to enable an analysis of those heterogeneous engagements which are dis- tributed on multiple online communication channels. The solution consists of a conceptual model to uniformly representing user engagements on every channel. The model enables user engagements integration across channels, such that a more advanced user engagements analysis can be performed. We show how to apply our solution to analyze wide variety user engagements on popular social media channels from the tourism industry. This work brings us a step closer to realize an integrated multi-channel online communication solution.

Paper 8. Akbar, Z., Fensel, A., and Fensel, D. (2018). An ontology-based coordination and integration of multi-channel online communication. International Journal of Meta- data, Semantics and Ontologies. (to appear) Abstract: While multiple online communication channels have been available on the Internet, coordination and integration of those channels have been challenging due to the inter-operability limitation. Every channel has unique characteristics, and there is no standard format to interchange knowledge among them. In this pa- per, we propose an ontology-based model to represent communication activities on multiple channels uniformly, in a way that content publication to multiple channels can be coordinated and the received engagements from multiple channels can be integrated. We show how to apply the model to analyze multi-channel publications on popular social media channels from the tourism industry.

Technical Reports

Report 1. Akbar, Z., Lasierra, N., and Tymaniuk, S. (2014). Tourismusverband ontology. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/257 Abstract: This document presents a description of the Tourismusverband Inns- bruck (TVb) ontology. This ontology models related information for the dissemi- nation activities conducted by TVb through different online communication chan- nels such as Facebook, Twitter, Youtube, and its website. It includes hotel’s de- scriptions, restaurants, news, and in general information of interest for tourists in xi

Innsbruck. This ontology will be used as an integration framework and will unify the disseminated content.

Report 2. Akbar, Z., Tymaniuk, S., Toma, I., and Fensel, A. (2014). Tourismusverband con- tent ontology mappings. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/264 Abstract: This document presents a description of the Tourismusverband Inns- bruck (TVB) alignments between the content published in TVB’s social channels and TVB’s ontology.

Report 3. Akbar, Z., Fuchs, C., Tymaniuk, S., and Toma, I. (2014). Tourismusverband con- tent ontology mappings implementation. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/270 Abstract: This document presents the implementation of the content and ontology mapping for Tourismusverband (TVb) Innsbruck. This implementation is based on the activity previously conducted to mapping the content to ontology

Report 4. Akbar, Z. and García, J.M. (2014). Tourismusverband publication rules. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/271 Abstract: This document presents the publication rules for Tourismusverband Innsbruck (TVb). The main functions of publication rules are (i) to define which contents will be disseminated to which channels and (ii) to define how the dissemi- nations should be performed, for example to define the order of the disseminations to several channels.

Report 5. Toma, I. and Akbar, Z. (2014). Conceptual mapping of Feratel content to Schema.org. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/324 Abstract: This document presents the conceptual mapping of Feratel Deskline 3.0 Standard Interface (DSI), version 1.0.58 to Schema.org. The document should serve as a reference for the Feratel Schema.org Plugin Implementation.

Report 6. Akbar, Z. and Toma, I. (2014). Feratel content annotation with schema.org. Tech- nical report, Semantic Technology Institute (STI) Innsbruck, University of Inns- bruck. https://oc.sti2.at/node/316 Abstract: This document presents our solution on annotating Feratel contents with Schema.org. The main objective is to marking the content up with structured vo- cabularies provided by Schema.org in ways the Feratel customers can utilize and incorporate the annotated contents into their sites directly such that will be recog- nized by major search engines. xii List of Relevant Publications

Report 7. Akbar, Z., Toma, I., Fuchs, C., Stanciu, C. V., and Norbert, L. (2014). Feratel schema.org plugin implementation. Technical report, Semantic Technology In- stitute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/322 Abstract: This document presents the implementation of Feratel-Schema.org plu- gin. Based on the implementation plan, the plugin is designed to consume an XML response output from Feratel API, parsing the XML elements and properties then mapping each element/property to related class/property from Schema.org, and fi- nally insert the class/property into the XML output using an XSL Transformation.

Report 8. Akbar, Z. and Toma, I. (2014). Feratel mapping technical notes. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/314 Abstract: This document presents a few technical notes of Feratel Schema.org mapping. It contains the latest updates of implementation for conceptual mapping Feratel content to Schema.org, including the latest updates of the Feratel Plugin, a web service-based system to markup the XML responses were obtained from Feratel API endpoints by using an XSL Transformation.

Report 9. Akbar, Z. and Toma, I. (2015). Analysis of kaysers.at website. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/353 Abstract: This document presents our analysis on website of the Kaysers 4-Star Hotel.

Report 10. Akbar, Z. and Toma, I. (2015). Annotation of kaysers.at website with schema.org. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/354 Abstract: This document presents our implementation of annotating the website of the Kaysers 4-Star Hotel with Schema.org.

Report 11. Akbar, Z. and Toma, I. (2015). LTS-Schema.org Plugin Prototype. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/365 Abstract: This document presents our first prototype for LTS-Schema.org plugin. The plugin is designed to consume an XML response obtained from LTS API, parsing the XML elements then mapping each element (and attribute) to related class (and property) in Schema.org. Finally, for each mapped element, the related class is inserted into the XML response by using an XSL Transformation.

Report 12. Akbar, Z. and Kärle, E. (2015). Analysis of HRS.com Website. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/366 xiii

Abstract: This document presents our analysis on a hotel page which is available on the website of the HRS.com. The analysis was performed to identify the avail- able content types on the hotel page and map them to the relevant classes from Schema.org.

Report 13. Akbar, Z. and Toma, I. (2016). Mapping AlpineBits to Schema.org. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/383 Abstract: This document presents our mapping between the type SimplePackages of AlpineBits’s XML message from a client request to Schema.org. The mapping was performed by identifying the most suitable Class and Properties available in Schema.org for each XML Element and Attribute of the message.

Report 14. Akbar, Z. and Toma, I. (2016). Implementation of AlpineBits Annotation with Schema.org. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/384 Abstract: This document presents our implementation on annotating AlpineBits’s XML message with Schema.org. The implementation relies on the obtained map- ping between the XML elements and attributes of AlpineBits (i.e. SimplePack- ages) to classes and properties of Schema.org.

Report 15. Ackstaller, D., Akbar, Z., Eppacher, D., Christian, E., Holzknecht, O., Kärle, E., Kratzer, P., Şimşek, U., Stock, J., Strickner, J., Targa, S., Ucar, S., Vieider, H., and Winder, J. (2016). Semantic annotation for mayrhofen.at. Technical report, Semantic Technology Institute (STI) Innsbruck, University of Innsbruck. https://oc.sti2.at/node/402 Abstract: This document describes our work on annotating the tourist board Mayrhofen- Hippach website with Schema.org. Our main goal is to help the website to be highly visible on search engines in order to increase online visibility of the region. Schema.org was chosen because it is widely supported by major search engines, namely Bing, Google, Yahoo!, and Yandex. xiv List of Relevant Publications Contents

Acknowledgements iii

Abstract v

List of Relevant Publications vii

Contents xv

List of Figures xix

List of Tables xxi

1 Introduction 1 1.1 Online Communication ...... 2 1.1.1 Online Marketing Communication ...... 3 1.1.2 Online Communication in Tourism Industry ...... 4 1.2 Challenges ...... 5 1.3 Semantic Web Technologies ...... 6 1.3.1 Technologies ...... 6 1.3.2 Applications ...... 9 1.4 This Thesis ...... 9 1.4.1 Research ...... 10 1.4.2 Methodology ...... 10

2 Related Work 13 2.1 Information Modeling ...... 13 2.1.1 Social Semantic Web Modeling ...... 13 2.1.2 User and User’s Interaction Modeling ...... 14 2.1.3 Tourism Information Modeling ...... 15 2.2 Rule-based System ...... 15 2.3 Online Communication ...... 16 2.3.1 Communication Personalization ...... 17 2.3.2 Communication Performance Measurement ...... 19 2.4 Marketing Communication ...... 20 2.4.1 Platform for Influencing Audience ...... 20 2.4.2 Platform for Commerce – Social Commerce ...... 21 2.4.3 Tourism Marketing ...... 22 xvi CONTENTS

2.5 Contributions ...... 23

3 Multi-Channel Online Communication System 25 3.1 Introduction ...... 25 3.1.1 Challenges Formalization ...... 25 3.1.2 Proposed Solution ...... 27 3.2 Multi-Channel Online Communication Framework ...... 28 3.2.1 Information Management ...... 29 3.2.2 Channel Management ...... 31 3.2.3 Matchmaking Mechanism ...... 39 3.3 Summary ...... 47

4 Pilots and Use Cases 51 4.1 Introduction ...... 51 4.1.1 Service Provider ...... 51 4.1.2 Destination Management Organization ...... 51 4.2 Information Management ...... 53 4.2.1 Service Provider ...... 53 4.2.2 Destination Management Organization ...... 58 4.3 Matchmaking Management ...... 73 4.3.1 Analysis of Publication Existence ...... 74 4.3.2 Analysis of Publication Workflows ...... 75 4.3.3 Analysis of Content Transformations ...... 75 4.3.4 Summary ...... 79

5 Evaluation 81 5.1 Introduction ...... 81 5.1.1 Assessment for the Reduction of Manual Tasks ...... 81 5.1.2 Assessment for the Increment of Online Visibility ...... 82 5.2 Evaluation of Manual Tasks Reduction ...... 83 5.2.1 Content Integration ...... 83 5.2.2 Content Distribution ...... 85 5.2.3 Monitoring of Distributed Content ...... 96 5.3 Evaluation of Online Visibility Increment ...... 99 5.3.1 Improvement of Visibility on Search Engine ...... 99 5.3.2 Improvement of Website’s Traffic ...... 100 5.4 Summary ...... 102

6 Conclusion and Outlook 105

Bibliography 106

A Drools Rules Engine 121 CONTENTS xvii

B Social Media Accounts 123 B.1 Facebook Accounts of Hotels ...... 123 B.2 Facebook Accounts of Restaurants ...... 142 B.3 Twitter Accounts of Hotels ...... 182 xviii CONTENTS List of Figures

1.1 Diagram of Shannon and Weaver (1949)’s communication system ...... 3 1.2 Usage of multiple online communication channels by DMOs in the region of Tyrol, Austria ...... 5 1.3 Semantic web stack ...... 6 1.4 Example of RDF graphs ...... 7 1.5 Example of SPARQL Query ...... 8

3.1 Our formalization of challenges introduced by a multi-channel online com- munication system ...... 26 3.2 System architecture ...... 27 3.3 An example of content adaptation (Akbar et al., 2015) ...... 33 3.4 Vectors representation of content adaptation (Akbar et al., 2015) ...... 34 3.5 Multi-channel online communication model (Akbar et al., 2017a) ...... 36 3.6 An example to represent act polarity ...... 37 3.7 An example to represent act referred-ability ...... 38 3.8 An example of fact and rules construction (Akbar et al., 2014b) ...... 42 3.9 A rule to define an implicit content transformation ...... 42 3.10 A rule to use a different transformation implicitly ...... 43 3.11 A fact and two rules to overwrite the mapping ...... 43 3.12 Illustration of content dissemination to multiple channels (Akbar et al., 2016) 44 3.13 Various ways of publication flow (Akbar et al., 2016) ...... 45 3.14 An example of publication rules ...... 48

4.1 A rule implementation, constructed from the existence analysis ...... 74 4.2 A rule implementation with a workflow ...... 75 4.3 An implementation of publication rules for DMO Innsbruck ...... 80

5.1 The initial version of our mapping-based annotation tool, offered as a web service (Akbar and Toma, 2014b) ...... 83 5.2 The current version of our mapping-based annotation tool (Akbar et al., 2017b) 84 5.3 The cumulative number of produced triples from our mapping-based anno- tation tool (Akbar et al., 2017b) ...... 85 5.4 Hotels’ input channels for video (Akbar et al., 2016) ...... 87 5.5 Restaurant’ input channels for video (Akbar et al., 2016) ...... 87 5.6 Hotels’ input channels for link (Akbar et al., 2016) ...... 87 5.7 Restaurant’ input channels for link (Akbar et al., 2016) ...... 88 5.8 Publication cost estimation of input channels for link (Akbar et al., 2016) .. 89 xx LIST OF FIGURES

5.9 Comparison of Facebook’s posts in three representations to the number of likes (Akbar et al., 2015) ...... 91 5.10 Comparison of Facebook’s posts in three representations to the number of comments (Akbar et al., 2015) ...... 92 5.11 Comparison of Twitter’s tweets in three representations to the number of re-tweets (Akbar et al., 2015) ...... 92 5.12 Comparison of Twitter’s tweets in three representations to the number of favorites (Akbar et al., 2015) ...... 93 5.13 Similarity degree distribution (Akbar et al., 2015) ...... 93 5.14 Comparison of Facebook’s posts from ten hotels to the number of likes (Ak- bar et al., 2015) ...... 94 5.15 Comparison of Facebook’s posts from ten hotels to the number of com- ments (Akbar et al., 2015) ...... 95 5.16 Similarity degree distribution of the most engaged Facebook’s posts from hotel dataset (Akbar et al., 2015) ...... 95 5.17 Integrated user engagements (based on act polarity and referred-ability) of DMOs Kitzbühel, Ötztal, Innsbruck (Akbar et al., 2017a) ...... 98 5.18 Integrated user engagements (based on post-oriented Categorization) of DMOs Kitzbühel, Ötztal, Innsbruck (Akbar et al., 2017a) ...... 98 5.19 Google Search rich-snippet for an event (Akbar et al., 2017b) ...... 99 5.20 Google rich-card preview for a hotel (Akbar et al., 2017b) ...... 100 5.21 Google search console for structured data of MusicEvent (Akbar et al., 2017b)100 5.22 Overall traffic to Kaysers website before and after deployment (Fensel et al., 2016) ...... 101 5.23 Comparison of traffic to Kaysers website originating from Facebook (Fensel et al., 2016) ...... 102

A.1 High level view of a production rules system ...... 121 A.2 Drools rule format ...... 121 List of Tables

3.1 Example of a domain specification ...... 30

4.1 The mapping of Kayseys.at website content to Schema.org ...... 54 4.2 Information specification for a hotel, based on information available on Kay- sers hotel’s website ...... 57 4.3 The result of analysis on the DMO Innsbruck’s website ...... 61 4.4 The mapping of Event elements to Schema.org ...... 64 4.5 The mapping of Infrastructure elements to Schema.org ...... 66 4.6 The mapping of Accommodation elements to Schema.org ...... 67 4.7 Information specification of Feratel DMS ...... 69 4.8 The existence mapping of DMO Innsbruck ...... 74 4.9 The result of analysis on published items to Facebook ...... 76 4.10 The result of analysis on published items to Twitter ...... 77 4.11 The result of analysis on published items to YouTube ...... 78 4.12 The result of analysis on published items to Blog ...... 78

5.1 Rules extracted from the posts and tweets with most engagements (Akbar et al., 2015) ...... 93 5.2 Rules extracted from Facebook’s posts with most engagements of hotel dataset (Ak- bar et al., 2015) ...... 94 5.3 Alignment of user engagements types and multi-channel communication model 97 xxii LIST OF TABLES Chapter 1

Introduction

With the development of the Internet, a multitude of online communication channels has be- come available, enabling individuals as well as organizations, to connect, communicate, and engage with a wide range of audiences in various ways. Social media, in particular, creates an excellent medium for advancing relationships with customers (de Vries et al., 2012). The media also has shaped consumers’ discussions in a promotional mix, enables organizations to talk to their customers on various channels as well as allows customers to talk directly to one another (Mangold and Faulds, 2009). More than just as a means of communication, social media has a rich variety of information sources, that can be used to help organizations make better business decisions by analyzing them. The content itself does not solely determine the quality of information in this media, but also the links between them and the explicit quality ratings from members of the community (such as likes, comments) (Agichtein et al., 2008). For organizations, being present online is a must, but being present and active on multi- tude online communication channels is even more critical. By deploying a traditional web- site, organizations could initiate their online presence and bring more customers to the web- site through valuable content and well-designed website including backlinks and infomedi- aries (Lahuerta Otero et al., 2014). However, social media must be leveraged to improve organizations popularity. An integrated communication strategy by combining traditional media and social media allows organizations to reach consumers on a multitude platforms, enabling a broad sphere of influence (Hanna et al., 2011). While brand of organizations is profoundly affected by recognition in the dynamic networks of audiences in social me- dia (Gensler et al., 2013), consumers’ exposure to organization social media activities pos- itively affects the perception of organization reputation (Dijkmans et al., 2015). Moreover, different social media platforms should be utilized for various purposes including for rela- tionship management, news gathering, creativity, and entertainment (Killian and McManus, 2015). To maximize the benefit of using multi-channel communication platforms for reaching and influencing the highest number of audiences requires a proper multi-channel content dissemination solution. The simple and straightforward solution by distributing every content to all available channels is not always possible due to multiple factors. On the one hand, technical factors might restrict content to be accepted by a particular channel. For example, uploading a video to Twitter is only possible if the video is not larger than 512 MB with length up to 2 minutes and 20 seconds1. On the other hand, non-technical factors might affect how

1Video formats specification of Twitter https://help.twitter.com/en/using-twitter/ 2 1. Introduction content will be disseminated to several channels. For example in spreading a story to a Blog and Twitter, the story could be distributed to the Blog first and then a brief and short version will be distributed to Twitter including a link to the Blog, such that the audiences of Twitter could have access to the whole story which is available in the Blog. In the following section, we introduce online communication and its significant con- tribution to the online marketing strategy of every organization, especially in the tourism industry. After that, we outline online communication challenges introduced by the recent development of the Internet. Then, we explain semantic web technologies as the basis of our solution to overcome the challenges. Finally, at the end of this chapter, we summarize the starting points of this thesis through a research question and hypotheses.

1.1 Online Communication

Still, communication has no value unless the message can be delivered accurately, the mean- ing of the message can be conveyed precisely, and the received meaning could affecting the receiver effectively. These challenges were outlined by Shannon and Weaver (1949) as technical, semantic, and effectiveness challenges of communication respectively. They intro- duced a generic communication model that describes communication as a process of trans- mitting a message from source to destination through a noisy channel. Their model splits communication process into several important components as shown at Figure 1.1:

1. An information source which composes a message to be communicated to the infor- mation destination,

2. A transmitter which processes the message in some way into a signal fit it for trans- mission through the channel,

3. The channel which delivers the signal from transmitter to receiver,

4. The receiver which receives the signal and reconstruct it into its original message,

5. The destination is the target (person, thing) of the message.

This model captures a wide variety of communication activities. In sending a sound through a telephone network, the channel is the wire and or air (for wireless), the transmitter and receiver are the telephone devices. A similar case when sending an email, the channel will be the computer networks, the transmitter and receiver are the email clients, the message is the content of the email. Followed Shannon and Weaver (1949)’s work, more research about communication has emerged. Schramm (1954) examined the basic elements in the process of communication, introduced an interactive dimension where a response message sent back to the sender as feedback. Schramm also stated that it was common to use several channels to send out mes- sages. Berlo (1960) introduced Sender-Message-Channel-Receiver (SMCR) model of com- munication, including various factors that need to be considered in each component to make communication more efficient. twitter-videos (accessed on December 24, 2017) 1.1 Online Communication 3

Figure 1.1: Diagram of Shannon and Weaver (1949)’s communication system

Further, more works have also carried out to solve the semantic problem of communica- tion where communication should be able to convey the intention/meaning of the message to the receiver. Flensburg (2009) modeled the communication as a knowledge transfer, Fensel et al. (2012b) formalized the message in a common representation and shared vocabular- ies to achieve a common understanding. Goldreich et al. (2012) employed a goal-oriented communication model to adjust the communication misunderstanding. Those multiple channels bring significant impact to communication strategy of every organization. Especially for a marketing purpose, those channels would be an advantage as well as a challenge. In the following sections, we discuss how those channels are affecting marketing communication strategy of organizations in general and especially in the tourism industry.

1.1.1 Online Marketing Communication Multiple online communication channels have widened the marketing communications capa- bility of organizations. They also offer rich information to be exploited for monitoring and measuring the effectiveness of performed communication. The received user engagement typically indicates the effectiveness of online marketing communication (Calder et al., 2009). User engagement can be seen as the quality reflection of the user experiences (Lehmann et al., 2012), where a total engagement with a marketing channel could lead to an e-commerce prac- tice success (Bilgihan et al., 2014). Capability to measure, analyze and visualize these social data could help organizations to realize the value in all phase of their products or services life cycle, including to monitor changes in customer interests or to respond to crises quickly (Fan and Gordon, 2014). In online marketing, the roles of these multiple communication channels have been de- veloped over time. The initial role was for sharing information where channels will be filled with various information originating from various sources. Channels can be seen as places to store and retrieve information. The channels then developed into platforms for influenc- ing audiences (Hanna et al., 2011), where content will be distributed in multiple channels to provide audiences a better understanding towards products or services. Providing audiences with information they need is a key to influence them. The latest development, social me- dia has been developed into social commerce, where commerce transactions happen within 4 1. Introduction social media (Huang and Benyoucef, 2013; Zhou et al., 2013). In this form of social com- merce (also known as collaborative commerce/shopping), social media facilitates users to collaborate, exchanging information with their peers such that more accurate and trusted in- formation could be gathered to make a decision. In this case, the influence comes mostly from the community.

1.1.2 Online Communication in Tourism Industry According to the United Nation World Tourism Organization (UNWTO), tourism contributes about 10% (direct, indirect, and induced) to the World’s Gross Domestic Products in 2016 (World Tourism Organization, 2017). The industry represents 7% of the World’s exports of goods and services, ranked as third ahead of automotive products and food, and only super- seded by chemicals and fuels. In many developing countries, the industry is the top export category. The tourism and leisure industry plays significant contributions to the economic devel- opment of the region of Tyrol, Austria. With around 60,000 employees (25% of the full-time workplaces in the region were created in this industry), it generates sales of approximately 8.4 billion Euros. In the tourism year 2015/2016, 11.5 million guests were arrived, generated 47.6 million overnight stays. The direct value added of the industry to the region is 17.5%, higher than other regions such as (3.1%), (1.6%), or even Austrian national level (5.3%) (Tirol Werbung GmbH, 2016). With more than half of visitors were coming from (51.6% share of total nights) followed by (10.4%), Aus- tria (8.6%), (6.0%), (3.6%), the capability to communicate with audiences from those countries is important as never before. This industry is highly dependent on online communication. The Internet has become the top source for travel planning, 74% and 77% for leisure and business travelers respec- tively. And 83% travelers were using social networking, video and photo sharing sites as their top online sources for travel inspiration, followed by search engines (61%), travel re- view sites/apps (42%), while only 31% were inspired by specific sites (Think with Google, 2014). Almost all the regional tourism boards in the Alps have continued to enhance the qual- ity performance of their websites for the last 10 years (Mich, 2013). However, when ana- lyzed more than 2000 touristic service providers, namely hotels and hotel chains in Austria, Stavrakantonakis et al. (2013) found that most of them are failing when it comes to using Web technologies (including Linked Data and semantic annotations), either by not using them at all or by using them only minimally and mostly inappropriately. In contrast, intermediaries such as booking engines (e.g., Booking.com, Hrs.de) have been using these technologies nearly perfectly. In social media, hotels in the European region are still in the first stages of developing strategies that present a moderate level of integration among different media (Mi- nazzi and Lagrosen, 2013), and the use of multiple social media channels is still experimental and not fully utilized within the destination marketing organization of the top 10 most visited countries by international tourists (Hays et al., 2013). To indicate the current status, we evaluated how Destination Management Organizations (DMOs) in Tyrol, Austria use multiple social media channels. We evaluated 38 websites maintained by 34 DMOs in the region2, and calculated how many social media channels are

2https://www.tirol.gv.at/tourismus/tourismusverbaende/ (accessed on November 21, 2017) 1.2 Challenges 5

(a) Distribution of number of channels (b) Usage of channels

Figure 1.2: Usage of multiple online communication channels by DMOs in the region of Tyrol, Austria linked to their websites. The evaluation was performed on November 21st, 2017. The results are shown in Figure 1.2a and 1.2b for the distribution of the number of channels and usage of the individual channel among DMOs respectively. 74% of them use 5 or more channels, 42% use 5 channels, one DMO tries to maximize multi-channel by maintaining 10 channels. For channel popularity, Facebook used by 92%, followed by Instagram (84%), YouTube (82%), Twitter (68%), and Google+ (63%).

1.2 Challenges

The rise of multi-channel communication systems especially social media has dramatically changed the way organizations managing their communication strategy. Some challenges have emerged which can be summarized as follows (Fensel et al., 2012b,a, 2014): 1. Scalable communication – information is available in different sources, presented in different formats. On the other hand, the number of channels is growing exponentially, every one of them supports heterogeneous data formats, provides different communica- tion activities, as well as different characteristics of audiences. For example, managing an organization’s brand in social media is challenged by the high level of interactivity manifested in social networks of consumers and brands, where a multitude of channels and brand stories cannot be easily coordinated (Gensler et al., 2013). 2. Bilateral communication – the scheme of today’s communication has been turned into ‘two-way’ where senders receive feedback in various formats from receivers. This feedback can be used as indicators of how the receivers perceived the conveyed in- formation or intention. For example, the social media presence of an organization can be measured from the activities undertaken by the organization and the received re- sponses from the customers (Pletikosa Cvijikj et al., 2013). 3. Personalized communication – in contrast with mass communication, today’s commu- nication is getting personal, and therefore it should consider circumstances that sur- 6 1. Introduction

Figure 1.3: Semantic web stack

round the communication, including the profiles of sender and receiver, as well as the message characteristics. For example, Generation Y users are highly affected by how information is presented (Taylor et al., 2015).

In alignment with the layered tourism ecosystem (Werthner et al., 2015), these challenges are spread across the following layers: (i) individual, such as understanding user needs, adaptation, and personalization, (ii) group/social, such as reputation and social influence, (iii) corporate/enterprise, such as cross-platform issues (e.g., interoperability, control), multi- channel communication and advertisement on social web platforms (iv) network/industry, such as influence analysis, cross-platform approaches (e.g., seamless interoperability and common service layers).

1.3 Semantic Web Technologies

The Semantic Web is an extension of the current Web, in which information is given well- defined meaning, better-enabling computers and people to work in cooperation (Berners-Lee et al., 2001). It provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries3. First, we introduce and identify relevant semantic web technologies. After that, we discuss how we are going to use these technologies to solve the challenges in multi-channel online communication mentioned above.

1.3.1 Technologies Figure 1.3 illustrates the architecture of the Semantic Web, where each stack refers to the required technologies which are mainly specified as World Wide Web Consortium (W3C) standards. We identified four technologies that are intensively used in our research, namely

3https://www.w3.org/2001/sw/ 1.3 Semantic Web Technologies 7

World Wide Web Consortium

Figure 1.4: Example of RDF graphs

Resource Description Format, Query Language, Ontologies, and Rules. Each technology will be explained in the following sub-sections.

1.3.1.1 Resource Description Format Resource Description Format (RDF) is a standard model for data interchange on the Web4. RDF enables us to make statements about resources in a straightforward format. A state- ment can be represented in the form: , so-called ‘triple’. The ‘subject’ and the ‘object’ represent two resources, and the ‘predicate” represents the na- ture of their relationship. This relationship is typically represented as a directed graph from node ‘subject’ to node ‘object’. A resource is identified by an International Resource Iden- tifier (IRI) which can be a resource available on the Web (identified by a Uniform Resource Locator (URL)), allows linking across different applications. RDF graphs can be serialized into several standardized data formats5: (i) Turtle family of RDF languages (N-Triples, Tur- tle, TriG and N-Quads), (ii) JSON-LD (JSON-based RDF syntax), (iii) RDFa (for HTML and XML embedding), (iv) RDF/XML (XML syntax for RDF). Figure 1.4 shows example of an RDF graph in RDF/XML format, which states that a resource identified by a URI http://www.w3.org/ (subject) has a property ‘title’ with value ‘World Wide Web Consor- tium’ (object). Besides the standardized syntax explained above, triples have declarative semantics that can be used for logical inferences6, for example: (i) the used to name the subject, pred- icate, and object have “global” scope, (ii) each triple is “true” exactly when the predicate relation exists between the subject and the object. (iii) an RDF graph is “true” exactly when all the triples in it are “true”.

1.3.1.2 RDF Query Language SPARQL Protocol and RDF Query Language (SPARQL) is a query language to retrieve and manipulate data stored in RDF format7. The basic form of SPARQL query is a set of triple patterns so-called a ‘basic graph pattern’ which is similar to RDF triples except the subject, predicate, and object can be a variable. The result of a query is a list of solutions that match

4https://www.w3.org/RDF/ 5https://www.w3.org/TR/rdf11-primer/ 6https://www.w3.org/TR/rdf11-mt 7https://www.w3.org/TR/sparql11-query/ 8 1. Introduction

PREFIX dc: SELECT ?x ?title WHERE { ?x dc:title ?title . }

Figure 1.5: Example of SPARQL Query with the provided patterns where every variable will be bound to an RDF term. Figure 1.5 shows an example of SPARQL query which has a basic graph pattern “?x dc:title ?title” with two variables ‘x’ and ‘title’ that will be matched and bound to the subject and object of a triple respectively.

1.3.1.3 Ontologies Web Ontology Language (OWL) is a Semantic Web language designed to represent rich and complex knowledge about things, groups of things, and relations between things8. OWL (current version is 29 ontologies provide classes, properties, individuals, and data values for Semantic Web documents. It provides three increasingly expressive sublanguages for use by specific communities of implementations and users: (i) OWL Lite, supports the need for a classification hierarchy and simple constraints, (ii) OWL DL, supports the need for the maximum expressiveness while retaining computational completeness and decidability, (iii) OWL Full, supports the need for the maximum expressiveness and the syntactic freedom of RDF with no computational guarantees. OWL 2 specifies three profiles to be approachable subsets of OWL 2 sufficient for a variety of applications10: (i) OWL 2 EL, suitable for ap- plications employing ontologies that define a very large number of classes and/or properties, (ii) OWL 2 QL, suitable for applications that require fast query answering while providing many of the main features necessary to express conceptual models, (iii) OWL 2 RL, suit- able for applications that require scalable reasoning without sacrificing too much expressive power.

1.3.1.4 Rules Currently, there are a few rules related technologies available including the standard Rule In- terchange Format (RIF)11, the Rule Markup Language Initiative (RuleML)12, and a proposed language Semantic Web Rule Language (SWRL)13. RIF was created as a standard for exchanging rules among rule systems. It is not a lan- guage but more like an exchanging format. RIF designed a family of languages, called ‘di- alects’, which are intended to be uniform and extensible: (i) logic-based dialects such as languages that employ some logic, (ii) rules with actions such as production rule systems (condition-action), as well as reactive rules (event-condition-action).

8https://www.w3.org/OWL/ 9https://www.w3.org/TR/owl2-primer/ 10https://www.w3.org/TR/owl2-profiles/ 11https://www.w3.org/TR/rif-overview/ 12http://www.ruleml.org/ 13https://www.w3.org/Submission/SWRL/ 1.4 This Thesis 9

RuleML Inc. is a non-profit organization that connects efforts on advancing research and standards design activities on rules across academia, standards bodies, and industry. It leads the RuleML Initiative, provides Web knowledge representation through Web-rule Specifications of RuleML, consisting of: (i) Deliberation RuleML, provides a foundation for the Consumer and Reaction RuleML specifications, (ii) Consumer RuleML, is designed to be embedded into other languages, (iii) Reaction RuleML, covers a wide variety of re- active rules including includes spatio-temporal Derivation Rules (DR), Knowledge Repre- sentation (KR) calculi/logics for temporal/event/action/state/situation reasoning, as well as Event-Condition-Action (ECA) rules, Production (CA) rules, Trigger (EA) rules, and dis- tributed rule-based Complex Event Processing (CEP). SWRL is a proposed language that combines the OWL DL and OWL Lite sublanguages with the Unary/Binary Datalog RuleML sublanguages. The proposed rules are in the form of implication between an antecedent (body) and consequent (head), imply that whenever the conditions specified in the antecedent hold, then the conditions specified in the consequent must also hold.

1.3.2 Applications Data heterogeneity and isolation are remaining significant problems on the web. Semantic web technologies have been utilized intensively to enrich information, enabling machine processable and interpretable data, in a way the data will be easy to find, connected and inte- grated. In line with multi-channel online communication systems, channels especially social web platforms carry interoperability limitations (Breslin and Decker, 2007). Platforms are isolated from one to another, and there is no common standard for exchanging information or knowledge among them. On the other hand, adoption of multiple-platform is increas- ing causing a high demand for cross-media content aggregation (merging, analysis, visu- alization) (Bontcheva and Rout, 2014). Semantic web technologies are perfectly suitable to overcome this interoperability limitation by allowing the representation and exchange of information in a meaningful way, facilitating the integration of information from different platforms.

1.4 This Thesis

In this thesis, we propose a multi-channel communication framework to overcome online communication challenges, outlined in the Section 1.2. The framework utilizes the semantic web technologies as the enabler to: 1. uniformly represent content that is available in distributed sources, 2. uniformly represent communication activities across platforms, 3. semi-automatic matching the available content to a specific channel. We apply the framework to social media communication in the tourism industry, mainly because the industry is a global industry where their target audiences are coming from around the globe, and social media channels are currently the primary means to reach those audi- ences. Below, we formulate our research that consists of a research question and two research hypotheses, before discussing our research methodology. 10 1. Introduction

1.4.1 Research To achieve the goal, we set down a research question and two initial hypotheses.

Research Question. To what extent an automated online communication solution could increase the online visibility of organizations and reduce the required human efforts in man- aging multiple channels ?.

We want to investigate the impacts of automating online communication, especially in two aspects: online visibility and human effort when dealing with multiple online communication channels.

Hypothesis 1. A combination of two sources of online visibility, i.e., search engines and social media channels, the online visibility of organizations would be increased by approxi- mately 20%.

In a previous study (Toma et al., 2014b), by using semantic web technologies, namely se- mantic annotations which affect search engines results, an organization could increase its online visibility up to 9%. As depicted in our first hypothesis, by combining this impact of semantic annotations to the effects of using communications to multiple channels, namely social media channels, we are expecting to be able to double this number.

Hypothesis 2. By automating repetitive tasks when communicating to multiple channels, the time needed for human tasks will be reduced at least by half.

Our second hypothesis is that a human tends to perform similar tasks when dealing with multiple channels, for example repeating the same task of defining some suitable hashtags on Facebook and Twitter. Therefore, when multiple channels are available than the number of repetitive works will be increased. By automating these repetitive works, the required human efforts can be reduced significantly.

1.4.2 Methodology We organize our research methodology as follows:

1. Literature study by analyzing and comparing existing related works. Chapter 2 con- tains the list and short description of related works as well as an explanation of our contributions.

2. Framework development which consists of three important activities:

(a) information management activity to define a common information model to rep- resent all information which is available in distributed sources uniformly. (b) channel management activity to identify common communication activities across channels such that common content transformations and user engagements mech- anisms can be identified and integrated. (c) matchmaking activity to align information and channel through a rule-based sys- tem where information will be published to a specific channel whenever certain conditions are satisfied. 1.4 This Thesis 11

Every activity will be explained in Chapter 3.

3. Framework implementation by applying the developed framework to some pilots/use cases. There are two different types of organizations from the tourism industry involved as our pilots/use cases, namely individual service provider, and destination manage- ment organization. For destination management organization, we have two use cases: a destination management organization that manages its content through content man- agement system and multiple organizations that manage their content through a des- tination management information system. The results of our implementation in every pilot/use case will be explained in Chapter 4.

In Chapter 5 we show the results of our evaluation of the proposed solution by perform- ing assessments of two research hypotheses described above. And finally, we outline our conclusion and future works in Chapter 6. 12 1. Introduction Chapter 2 Related Work

In this chapter, we outline existing related works. We start with information modeling as the process of capturing and conceptualizing the communication world. After that, we describe a rule-based system as the framework to automate online communication. Then, we describe various aspects affecting online communication in general and in marketing communication. Finally, we list and discuss our contributions at the end of this chapter.

2.1 Information Modeling

An information model is a representation of concepts, relationships, constraints, rules, and operations to specify data semantics for a domain1. The benefit of using models are (Alle- mang and Hendler, 2011): to help people communicate, to explain and make predictions, to mediate among multiple viewpoints. The widely used information model is known as ontol- ogy, which is a formal, explicit specification of a shared conceptualisation (Gruber, 1993, 1995; Studer et al., 1998). Conceptualization refers to an abstract model of some phenomenon in the world, identified through the relevant concepts. The type of concepts including the constraints must be explicitly defined. An ontology should be machine-readable and cap- tures consensual knowledge. Ontologies can be used to: (i) to assist communication between humans, (ii) to achieve interoperability among software systems, including among differ- ent modeling methods, language or software tools, (iii) to improve the quality (re-usability, reliability, knowledge acquisition) of software systems (Jasper and Uschold, 1999). Information modeling techniques have been applied in wide variety of sectors including online communication. Below, we discuss sectors that are related to online communication where information modeling plays an essential role. The discussion will be started with mod- eling social communication with semantic web technologies, followed by modeling of user and user’s interaction. After that, we specifically discuss modeling of information that is related to tourism.

2.1.1 Social Semantic Web Modeling An approach for modeling social semantic web is by representing a “thing” and its actions as the core of the model. This approach is known as “object-centered sociality” (Breslin and Decker, 2007) puts people and their actions as the core. In this case, a model enables

1https://en.wikipedia.org/wiki/Information_model 14 2. Related Work us to determine what content people have created together, which person is commenting on content created by someone else, which content they use in common, or which annotation they have used together, and so on. The Friend-of-a-Friend (FOAF) project2 was started in 2000 to create a web of machine-readable pages describing people, the links between them and the things they create and do. Its vocabulary enables to share and use information about people and their activities, for instance for interlinking people from multiple documents on the web (Finin et al., 2005). The Semantically-Interlinked Online Communities (SIOC) on- tology aims to enable the integration of the online community information in a way a new knowledge can be acquired (Breslin et al., 2005; Bojars et al., 2008), for example, to ac- quire user-generated content from various sites. Simple Knowledge Organization System (SKOS)3 enables people to define controlled vocabularies in a way tags can be linked to- gether. The Online Presence Ontology (OPO) aims to enable the integration and exchange of online presence related data (Stankovic, 2008). The Provenance Ontology4 focused on the entities, activities, and people in producing data, which can be used to form an assessment of data quality, reliability or trustworthiness. A generic library for topic and user modeling was developed to generate user profiles on the social web according to specific needs of a domain and application (Gao et al., 2012). In general, semantic web technologies can be applied to multi-channel online communi- cation system particularly for: (i) semantic text analysis, to enable computers to ‘understand’ the natural language messages in a communication activity, (ii) semantic channel, to reuse predefined vocabularies as means for dissemination and share information, (iii) semantic content modeling, to represent content in the form that understandable and process-able by machines, (iv) semantic matchmaking, to generate semi-automatically alignment between content and channel (Toma et al., 2013a, 2014a). The automatic generation of content and channel alignment can be expanded into the context of hotel booking which also endures multi-channel challenges, i.e., hotel booking possibilities are growing exponentially (Toma et al., 2013b).

2.1.2 User and User’s Interaction Modeling User model represents profile information about users such as their preferences or interests. It is widely used for personalization, such as finding products or information which are suitable with users preferences. Gao et al. (2012) introduced a generic user modeling library which consumes social media content to produce user interest profile. In tourism, a user model could reduce the required efforts for navigating or retrieving information about attractions or points of interest around a city (Cheverst et al., 2002) and web content presentation per- sonalization (Kardaras et al., 2013). User engagement as a reflexion of user experiences (Lehmann et al., 2012) is critical to business as an indicator of marketing impact to the users. There have been many works dedicated to measuring and analyzing it, especially on how to maximize the engagement by fine-tuning the disseminated content. Social interactions can be measured by categoriz- ing them into several associated levels of engagement (Peters et al., 2013), for example, a “comment” has a higher value than a “like” corresponding to a higher score. Specifically

2http://www.foaf-project.org/ 3https://www.w3.org/2004/02/skos/ 4http://www.w3.org/TR/prov-dm/ 2.2 Rule-based System 15 for social media analytics, to measure various social aspects such as user sentiment or like- lihood to purchase a product/service, various metrics need to be considered including user backgrounds, interest, concerns, and the network of relationships (Fan and Gordon, 2014). Other engagement metrics also can be used to measure how much a site was used, how a site was used, and how often users return to a site, known as popularity, activity, and loyalty metrics respectively (Lehmann et al., 2012). Common and comparable features (e.g., post count, post rate, post length) from different platforms can be identified and categorized them into social and content features and use them to analyze and mine engagement dynamics across channels (Rowe and Alani, 2014).

2.1.3 Tourism Information Modeling Ontology-based information modeling has been widely applied in the tourism industry. Har- monise project (Fodor and Werthner, 2005) outlined the needs for interoperability in e- tourism where cross-company business integration is a necessity. The project defined an Interoperable Minimum Harmonization Ontology (IMHO) that covers two tourism subdo- mains: (i) Events and Activities, such as cultural events, sports events, conference, services (e.g. tennis court rentals, spas, amusement parks), (ii) Accommodations, covers services that enable on overnight stays such as campsites, private homes, hotels, pensions. Cardoso (2006) introduced an e-tourism ontology to answer three main questions in developing tourism ap- plications: (i) What – what can a tourist see, visit and do while staying at a tourist destina- tion?, (ii) Where – where are the interesting places to see and visit?, (iii) When – when can a tourist visit a particular place?. Niemann et al. (2008) introduced a hotel matching framework to search and rank hotels in various contexts (location, feature, price, etc.). It uses two main ontologies: person and hotel as well as sub-ontologies point-of-interest, hotel features, pas- senger transportation, etc.. The framework is responsible for matching the available hotels with the user’s context. Damljanovic and Devedžic (2010) developed a prototype system that combines semantic web technologies with traditional e-tourism applications. The prototype enables data exchange between different e-tourism systems to ease the process of maintain- ing the systems for tourist agencies as well as reducing the process of searching for perfect vacation packages for tourists. Barta et al. (2009) developed a modular catering delivery for personalized applications, where a core Domain Ontology for Travel and Tourism (cDott) was introduced as the core domain ontology for the tourism sector. The core ontology can be used to integrate modularized ontologies that center around the tourism sector. Semantic web technologies, in general, could be applied to four application scenarios of tourism information systems: (i) semantic search that allows for querying distributed data, (ii) semantic portal that integrates available information based on topic or location, (iii) semantic-based electronic markets that enable matching between providers and requesters, (iv) transactional web service that enables automatic web service discovery, execution, com- position, and interoperation (Maedche and Staab, 2002).

2.2 Rule-based System

A rule is a form of knowledge representation specifying a certain conclusion whenever a certain premise is satisfied, represented as: IF Premise THEN Conclusion. Knowledge 16 2. Related Work representation is a field of study dedicated to representing information about the world in a form that a computer system can utilize to solve complex tasks5. When designing a com- puter program to solve problems, it is necessary to define how the knowledge will be rep- resented. A representation should be: (i) rich enough to express the required knowledge to solve the problem, (ii) should be compact, natural, and maintainable, (iii) amenable to effi- cient computation, (iv) able to be acquired from people, data, and past experiences (Poole and Mackworth, 2010). Generally, rules can be divided into three categories: (i) deduction (derivation) rules, us- ing logical inference to derive knowledge from other knowledge, (ii) normative (integrity) rules, provide constraints on data or logic of an application, (iii) reactive (active) rules, de- scribe reactive behavior that activated according to changes in the state of the world (Bo- ley et al., 2007). Reactive rules can be formed as: (i) Event-Condition-Action (ECA) rules, where the ‘Action’ should be executed if the ‘Event’ occurs where the ‘Condition’ holds, (ii) Condition-Action (CA) rules, also known as production rules, where the ‘Action’ part will be executed whenever a change to the system makes ‘Condition’ true. Production rules is a two-part structure, an antecedent set of ‘conditions’ and a consequent set of ‘actions’ (Brach- man and Levesque, 2004). A production rule can be written in the form: IF conditions THEN actions. As the web is becoming more dynamic, reactive capability becomes more important in a variety of web applications (Bry and Eckert, 2006; Berstel et al., 2007). For example re- actions to events that bring new information or make existing information outdated in a distributed information portal, or dynamic discount calculation in a shopping cart. This re- activity can be represented through reactive rules which have been standardized to include reaction rules and rule-based event processing in Reaction RuleML (Paschke and Kozlenkov, 2009; Paschke et al., 2012). A rule-based system is also widely used in ubiquitous computing to enhance users expe- riences on web accessibility, anytime and from anywhere. De Virgilio et al. (2007) propose an automatic content adaptation approach for content delivery in web information systems where various levels of the suitable web interface (content, navigation, presentation) will be adapted based on various aspects of the context (such as device capabilities, user preferences, location). Given a user profile which contains the specification for device capabilities (e.g., screen dimension) and user preferences (e.g., image quality), content objects (i.e., table) of HTML page can be adapted by re-formatted the objects into a specific size as well re-defined their attributes values (He et al., 2007). Similar approach in (Yang and Shao, 2007), a dy- namic adaptation approach for enhancing web accessibility can be constructed based on re- questers’ contextual requirements (e.g., user preferences, device, network connectivity). The characteristics of various delivery contexts (e.g., user preferences, device capabilities) can be represented uniformly as ontologies, as well as web service technology to define distributed adaptation servers on the Internet (Forte et al., 2008).

2.3 Online Communication

Online communication refers to communication through a computer network and the Inter- net. Communication can be in the form of broadcasting (static and dynamic), sharing, col-

5https://en.wikipedia.org/wiki/Knowledge_representation_and_reasoning 2.3 Online Communication 17 laboration, social networking, discussion, and semantic-based dissemination (Fensel et al., 2014). It becomes the dominant means for organizations to communicate and engage with their customers. To have a better chance of visibility in the eyes of the customers, organi- zations need to keep their audiences well informed and entertained at the same time. Being visible on multiple online communication channels is not enough. One has to actively com- municate and engage with customers to achieve the communication objectives. Social networking sites have differences and commonalities that can be evaluated based on a few criteria: (i) navigation, refers to how users move from one page to another, includ- ing knowing what content they are currently accessing, (ii) interactivity, refers to how the interaction/communication is maintained between users and website, including modalities, layout customization, feedback, online engine, (iii) source credibility, including networking transparency, profile information, advertisements and pictures, linking, experienced credi- bility, and so on, (iv) intelligence, refers to how the information presented to the users in an intelligent way, including privacy, recommender, notifications, tracking, etc (Chinthakayala et al., 2014). There are at least two topics in online communication that are highly related to our work in this thesis. First, about how to personalize communication to users in a way each user would receive information that is suitable or relevant to him/her. Second, about how to adjust or tune communication to users by continuously monitoring the performance of performed communication. We discuss these two topics in the following sub-sections.

2.3.1 Communication Personalization To be able to personalize a communication, different aspects (i.e., context) need to be consid- ered. A communication context refers to the circumstances or facts that surround the com- munication, can be the message, the actors involved in the communication, as well as the channels where communication take place. In the marketing, communication contexts are including what is the marketing material, when and where to promote. Finding the right time to post on social media to maximize probability for receiving responses from audiences is not an easy task, especially across networks. Spasojevic et al. (2015) identified that a ma- jority of reactions occur within the first 2 hours of posting times on most networks, where audience on Twitter having larger reaction volumes in shorter time windows as compared to Facebook. When employing web log analysis, backtracks and probabilities measures can be used to guide e-commerce business promotions in ‘what’ to promote and ‘when’ to pro- mote, while PageRank, hubs and authorities measures can be used to determine ‘where’ to promote (Adnan et al., 2011). Pletikosa Cvijikj and Michahelles (2011) outlined different post characteristics that affect the interaction level regarding the number of comments and likes on Facebook page: (i) post type: status, photo, video, link, (ii) post category: product announcement, information, questioner, competitions, etc., (iii) posting day: Monday, Tues- day, and so on. In the context of multi-channel communication, there are various ways to personalized communications: (i) annotate messages with specific metadata (e.g. hashtags6, emoticons7), in a way the messages can be identified or grouped within a specific theme or content, (ii) adapt messages to channel or audiences characteristics, in a way messages will fit into

6https://en.wikipedia.org/wiki/Hashtag 7https://en.wikipedia.org/wiki/Emoticon 18 2. Related Work the channel and audiences and at the same time increase probability to be attractive and drive more engagement. A few techniques exist to personalize communication. We limited our work and focused on content, where content would be processed in a way satisfying specific criterion. Below, we discuss two relevant personalization techniques that can be applied to content, namely tagging and adaptation.

2.3.1.1 Content Tagging

Besides the content itself, other factors that influence information propagation on Twitter are topical information of the content, graph structural properties of users, temporal dynamics of retweet chains and meta-information of users (Hong et al., 2011). Besides the social fea- tures (i.e., number of followers and followees), content features URLs and hashtags are also significantly contributing to getting re-tweets (Suh et al., 2010). Similar work by Suh et al. (2010) identified the effects of content and contextual features of tweets to retweetability. They found that content features (URLs and hashtags), and contextual features (the number of followers, followees, the age of the account) have strong relationships with retweetability. Another work from Martín et al. (2016) found that hashtags on Twitter have a positive rela- tionship on the number of followers, where users that tweet with hashtags tend to increase more their number of followers than users that tweet without hashtags. Even though there are varying factors that could attract users to engage across social networks, a few intersecting factors can be drawn and categorized into social features (e.g., in-out degrees, user age) and content features (e.g., post length, readability) (Rowe and Alani, 2014). Embedding geotag information into posts on social media could help a more advanced network analysis, for instance, an analysis on how tourists were moving around a city can be performed based on their geotagged social media photos (Junker et al., 2017).

2.3.1.2 Content Adaptation

Content adaptation is a process of altering the content in a way can be ‘fitted’ into a spe- cific communication channel. A transformation has multiple goals. First, to meet channel’s technical requirements (e.g., text size, the number of images, the length of videos). Second, to make the content more appealing to audiences (e.g., if audiences are more receptive to photos then the transformation should prioritize content with images). Photos with faces will likely receive more engagement on Instagram (Bakhshi et al., 2014). On Digg, the content is quickly outdated (the popularity becomes saturated in about a day) while on YouTube, videos keep attracting engagement long after disseminated (Szabo and Huberman, 2010). For brand-related user-generated content, YouTube is the most influ- ential site, Twitter is more likely used for engagement in discussions and spreading news, while Facebook is in between the two former channels (Smith et al., 2012). On Facebook Pages, entertaining and informative content have a significant positive impact on the level of engagement, similar cases with vividness and interactivity, while photo is the most ap- pealing post media type. Posting time on workdays increases the level of comments while posting in peak activity hours will reduce the level of engagement (Pletikosa Cvijikj and Michahelles, 2013). For weblogs, providing high-chatter topics tend to increase larger spikes which can increase a large reaction (Gruhl et al., 2004). A selective method for social links 2.3 Online Communication 19 injection into a social network could also increase information spreading and information reaching (Antaris et al., 2014). Controlling the information flow by delivering the most ap- propriate information to customers can help customers’ ability to integrate, remember and understand inputs for their judgments (Ariely, 2000). Giving the audiences a better online experience through interaction, participation, co-creation, immersion, engagement and emo- tional hooks is highly important for e-commerce success (Bilgihan et al., 2014). To enhance satisfaction and loyalty, organizations should focus on offering entertainment (e.g., videos, photos, comic strips) and social (e.g., liking content, writing comments, reading messages) benefits to audience (Gummerus et al., 2012). More than just transformation, content adaptation also can be performed for personal- ization access to various information sources. For example to provide users with a better experience and higher level of satisfaction when accessing information space, especially from social media (Arachchi and Dogan, 2013). Adaptation is widely used for the adaptive hypermedia (Brusilovsky, 1996, 2001) which later became the adaptive web (Brusilovsky and Maybury, 2002) which tends to fulfill the particular needs of individual users or a group of users in optimized access to distributed information on a hypermedia system or the web. Adaptive semantic web (Dolog et al., 2003) tries to bring it a step further by employing stan- dardized description formats for metadata to allow us to reason over facts described in the formats. In these cases, the content adaptation is performed to transform content to fit them into user needs.

2.3.2 Communication Performance Measurement Continuously monitoring content and activities on multiple social media channels is another challenging task, especially to measure the communication effectiveness. Social media ana- lytics involves a three-stage process: (i) capture, to identify relevant conversations on social media platforms, (ii) understand, to assess the meaning of collected conversations, typically using different types of analytics, (iii) present, to summarize, evaluated, and shown the ana- lytics results (Fan and Gordon, 2014). Pletikosa Cvijikj et al. (2013) proposed an evaluation framework for social media brand presence which consists of several analysis components: (i) user analysis, to identify users and their characteristics, (ii) user-generated content analy- sis, to understand the popular topics and determine customer’s intentions, opinions or percep- tion towards products or services, (iii) engagement analysis, to identify the actions that cause the greatest level of interaction, (iv) benchmarking, to evaluate the social media presence by comparison with competitors. Peters et al. (2013) introduced a framework for managing so- cial media through social media metrics identification by focusing on actors as the core of a communication system, where communication is driven by specific ‘motives’, producing user-generated ‘content’, within a ‘network structure’, using different types of ‘social inter- actions’ and ‘social roles’. Information overload due to a measurement of variety metrics should be avoided by fo- cusing on a manageable metrics system that is aligned with the top priority marketing objec- tives of organizations (Järvinen and Karjaluoto, 2015). Visual analytics that combines human perception and computer interaction is an alternative method to manage, analyze, and visu- alize large volumes of unstructured data (Cheng and Edwards, 2015). There are a few factors that are influencing tourism website effectiveness that can be used for evaluation, including information quality, ease of use, security/privacy, responsiveness, visual appearance (Gupta 20 2. Related Work and Utkarsh, 2014). Website evaluation can be performed based on the information dimen- sion (e.g. activities, attraction, accommodation information), communication dimension (e.g. search, contact, link to social media, feedback forms), transaction dimension (e.g. online reservation, ticketing), relationship dimension (e.g. deals and discounts, incentive programs, customer loyalty programs), technical merit dimension (e.g. load time, visual appearance, webpage design, sitemap) (Pai et al., 2014). Stavrakantonakis et al. (2013) employed a few criteria related to Web 2.0 dimension that focused on social web technologies such as inte- gration with social media platforms, RSS, or review sites and Web 3.0 that focused on the technologies exist for adding semantic annotations (format and vocabulary) to compare on- line presence quality of hotels in Austria. In practice, many social media tools have provided a capability to perform an analysis on multiple channels simultaneously. Klout (Rao et al., 2015a) for example, provides a method to measure user influences across multiple channels.

2.4 Marketing Communication

Various social media platforms can be utilized differently to understand and address individ- ual customer needs. Social media platforms drive more visitors to organizations’ websites and increase organizations’ popularity on search engine ranking (Lahuerta Otero et al., 2014). Akar and Topçu (2011) found a few factors that affect consumers’ attitudes toward market- ing with social media, including frequent use of multiple social media platforms, such as YouTube and Facebook. Taylor et al. (2015) found that cross channels marketing in tourism domain is working. A method of using Twitter to link to other social media sites that display deals has been successful in reaching the ultimate goal of selling rooms. In online marketing strategy, even though multiple communication channels can be used differently, there are at least two common goals that can be achieved. First, to influence audiences by targeting users with customized content or by exploiting users’ relationships. Second, to do commerce by enabling users to do business directly in a channel or drive users to a commerce channel. We discuss relevant works in these two topics in the following sub- sections, followed by a specific discussion about online marketing in the tourism industry.

2.4.1 Platform for Influencing Audience Social media platforms should be integrated into organizations communication strategies to enable a broad sphere of influence (Hanna et al., 2011). Influence can be seen as the capac- ity to affect the character or behavior of someone or something. In marketing, the influence should be towards products or services offered by business organizations. A method to in- fluence audiences is to deliver high-quality contents which match their need or preferences, and this method has advantages in customers decisions (Ariely, 2000). Another method fo- cuses on people in networks which influence people, in a way the influencer could propagate his/her influence through network easily. Targeting marketing is a marketing technique where businesses are precisely targeting their advertising to right consumer segments within a market, eliminate ‘wasted’ resources (Iyer et al., 2005). It performs better than target pricing technique regarding increasing prof- itability. Users can be segmented on main attributes of a user model extracted from so- cial networks (Qaffas et al., 2013) as well as users’ peers’ characteristics (Bakshy et al., 2.4 Marketing Communication 21

2012a). Advertising material design features also contribute differently to trigger customers behaviors: (i) content features: education/research, public good, entertainment are associated with approach behavior, while adult content is typically associated with avoidance behavior, (ii) form features: banner and color are close to approaching behavior, (iii) action features: animation, audio, pop-up are highly associated with avoidance behavior (Tang et al., 2015). Kelly et al. (2010) found that to be accepted by users, advertising on social network platforms should be perceived relevant, and the platforms as credible. Identification of users, who most likely to view the advertised information and perform potential e-commerce activities can be computed by combining the benefits of the social similarity and content similarity (Rao et al., 2015b). Mochalova and Nanopoulos (2014) proposed a method to identify seeds that have high chances to influence users through the exploitation of prior knowledge about the potential market, such as seed set size, the percentage of the identified users in the market, subjective preference. Influence for purchasing intention can be affected by tie strength, endorser exper- tise and product type. High-expertise endorsers were more effective for utilitarian products, while strong-tie endorsers for hedonic products (Chang et al., 2012). For the sharing behav- ior on social networks, stronger ties are individually more influential, but there are many weaker ties that highly influenced to propagate information through the network (Bakshy et al., 2012b). A few factors that might affect how information spread on social networks, including topic popularity, spreading characteristics, as well as spreader influential capabil- ity (Guille et al., 2013). Trust on platforms as well as members have direct influences on information sharing behavior of users (Liou et al., 2016). From three different types of users on Twitter (Meeyoung Cha et al., 2012): (i) mass media, (ii) grassroots (ordinary users), (iii) evangelists (opinion leaders, politicians, celebrities, and local business), the first and the third types of users are crucial in reaching a large audience, but information can be flow in any direction, not necessarily from high-degree nodes to low-degree nodes. Hartline et al. (2008) introduced a revenue maximization algorithm to find the right set of customers to influence. Cha et al. (2009) found that the dominant factor of information propagation on Flickr is social links where the spreading is limited to individuals in the close proximity to the content’s uploader. In multiple networks, factors that need to be considered for an effec- tive information propagation are the interest-matching users, user negative/positive relations, and message timeliness (Shen et al., 2012). On Facebook, users influence levels also can be determined based on how active they engaged with their friends (Bitter et al., 2014).

2.4.2 Platform for Commerce – Social Commerce Technologically, social commerce is a mix between the social web (Web 2.0) and e-commerce. In could be based on e-commerce platforms which enriched with Web 2.0 features or Web 2.0 platforms that offer e-commerce capabilities. The concept is emerging from the tradi- tional e-commerce concept where customers are exchanging information or collaborating with their peers to make commerce decision. In this case, the power of influence is shifted from companies to customers, where the influences could take place before, during, or after a transaction (Yadav et al., 2013). To succeed in social commerce, it requires integration, alignment, and strategic fit be- tween four essential elements: business, technology, people, and information (Zhou et al., 2013). Information plays the central position, and therefore information strategy needs to be 22 2. Related Work attractive to obtain attention from potential customers as well as encouraging them to share it within their social networks. Huang and Benyoucef (2013) propose a social commerce de- sign model, that can be used to design and develop social commerce platforms, consisting of four layers: (i) individual layer, refers to a personal profile definition feature including self- identification and awareness that can be recognized by others, (ii) conversation layer, refers to interactive features that offer a capability to collaborate and bidirectional communications between participants, (iii) community layer, refers to group building features to enable par- ticipants to support each other’s decision making, including community support offers, con- necting people and friends, as well as maintaining community relationships through social media updates, (iv) commerce layer, refers to participant engagement with online businesses features, including group purchase, social proof, follow the crowd and authority, facilitating business functions. Yadav et al. (2013) identified different roles of computer-mediated so- cial environments (CMSEs) at different stages of consumer decision making, including social network as source of inspiration or referral for customer’s pending purchase (group reference identification), for approval for planned purchase, as source of information where and when to buy (group purchase coordination), as a sounding board for consumption experiences (ex- periences sharing). Gonçalves Curty and Zhang (2013) developed a conceptual framework to examine website technical features transformation from e-commerce into social commerce. The framework emphases three e-commerce strategic: transactional, relational, and social. Transactional features refer to the support of selling and buying activities, relational features refer to the support for maintaining relationships between consumers and/or businesses, and social features promote interaction among customers. As an illustration, a business trans- action gives customers the sources of information that can be shared (e.g., in the form of reviews) to others (relational), such that they also could purchase after reading the reviews. Social commerce also profoundly affected by the quality of the relationships between users and the social platforms and by the received social supports from the platforms (Liang et al., 2011). Relations quality refer to website features that facilitate users connection and com- munication, while social support refers to the supportive interaction between users.

2.4.3 Tourism Marketing Social media has five vital functions: promotion, product distribution, communication, man- agement, and research. In tourism and hospitality management, its role particularly in the pro- motion, business management, and research functions (Leung et al., 2013). In a networked environment such as the web, all organizations in the tourism sector are facing a dynamic and innovative industry. Interoperability and/or integration of multiple platforms have been iden- tified as significant issues, and specifically multi-channel communication and advertisement on social web platforms and integration with Customer Relationship Management (CRM) systems (Werthner et al., 2015). Social media also improves the quality of travel-related searches (Xiang and Gretzel, 2010), where a significant amount of search results is found representing social media in Google, indicating that search engines likely direct travelers to social media sites. Multiple online information sources and channels contribute differently to the travel planning pro- cess (Fotis et al., 2012; Stienmetz and Fesenmaier, 2013). Travel information adoption is highly influenced by both perceived usefulness (how users perceived social media as an in- formation acquisition tool) and social relationships (i.e., truthful, relevant, helpful relation- 2.5 Contributions 23 ships among social media members) (Chung et al., 2015).

2.5 Contributions

In line with those works mentioned earlier, our contributions are mainly in:

1. A methodology to capture and conceptualize information, channel, and communication activities from a multi-channel communication system.

2. An approach for matchmaking mechanism between content and channel, in a way semi-automatic publications of content to the matched channels can be performed. The matching mechanism was materialized through a knowledge representation approach, where potential alignment will be defined explicitly by users through rules.

3. An application of a multi-channel communication solution to multiple pilots/use cases in the tourism industry, namely a service provider, a destination management organi- zation that manages its content through a content management system, and multiple destination management organizations that manage their content through a destination management information system. 24 2. Related Work Chapter 3 Multi-Channel Online Communication System

In this chapter, we describe in detail our solution to solve the multi-channel online commu- nication challenges. First, we introduce our formalization of the challenges and a short in- troduction to the proposed solution. Then, we discuss our solution so-called Multi-Channel Online Communication (MCOC) Framework which comprises three components, namely information management, channel management, and matchmaking mechanism. Finally, we summarize our solution in solving the challenges at the end of this chapter.

3.1 Introduction

There are different methods of communication, and we focus on the method of communica- tion in online space. Definition 3.1 (Online Communication). Online communication is a process of retrieving or spreading content from or to a channel in online space such that every communicated content will be distinguished through a Uniform Resource Identifier (URI). In general, a channel can be seen as a place to exchange content, where content should be distinguishable through their URIs. Two similar contents which reside in two different channels would have two different URIs. Definition 3.2 (Multi-Channel Online Communication System). A multi-channel online com- munication system is a system that facilitates communication from and to multiple channels. In the following section, we use the basic definition of a channel to formalize the chal- lenges and introduce our solution.

3.1.1 Challenges Formalization As mentioned in Section 1.2, there are three main challenges of multi-channel online com- munication systems, namely: scalable communication, bilateral communication, and person- alized communication. In this work, we break down those challenges into numerous commu- nication activities that applied to communication channels as shown in Figure 3.1. There is a collection of channels (in this example named as C1,C2, ··· ) as the core of a multi-channel 26 3. Multi-Channel Online Communication System

Figure 3.1: Our formalization of challenges introduced by a multi-channel online communi- cation system communication system. Data will be flowing out from those channels and go through a se- ries of communication activities and flowing back into those channels. In this case, a channel could serve as an input channel, where content will be retrieved and as an output channel, where content will be spread.

Definition 3.3 (Two Functions of Channels). A channel can be functioned as an input chan- nel where content can be retrieved as well as an output channel where content can be stored. It is possible to have a channel that supports both functions.

Based on this formalization, to overcome the first challenge (scalable communication), contents that are available in input channels need to be integrated first. Then, the content can be matched to the available output channel based on two factors, namely content adaptation and publication flow. And finally, each content can be published/distributed to any matched channel.

Definition 3.4 (Content-Channel Matchmaking). Content-Channel Matchmaking is a pro- cess of matching content to a channel, where a matched content and channel depicts that the content is suitable to be published to the channel.

A Content-Channel Matchmaking process consists of several activities, including iden- tifying and selected what content needs to be matched. Then, to identify which channels are matched based on a few pre-defined conditions. Any match will trigger a publication to the paired channels. To overcome the second challenge (bilateral communication), received engagements in multiple channels need to be integrated to facilitate content distribution monitoring. These integrated engagements then can be used as a deciding factor when matching content to a specific channel. Lastly, to overcome the third challenge (personalized communication), different factors can be incorporated into the matchmaking mechanism, including content adaptation and publication flow.

Definition 3.5 (Content Adaptation). Content Adaptation is a process of transforming con- tent into another form, in a way the content can be published to a specific channel as well as increase its potentiality to attract audiences. 3.1 Introduction 27

Figure 3.2: System architecture

Definition 3.6 (Publication Flow). Publication Flow is a process of ordering publication content to more than one output channels, in a way the content can be published to all chan- nels and at the same time reducing required content transformation.

3.1.2 Proposed Solution In this section, we define generic information about the proposed solution. First, we show the architecture of the framework, and then explain essential three main components of the framework.

3.1.2.1 System Architecture Figure 3.2 depicts the architecture of our conceptual solution for an automated online com- munication system. The system consists of several layers: 1. Data Layer, to retrieve data from distributed, heterogeneous data sources available lo- cally or via the Internet, 2. Schema Layer, to represent a common content model for data integration as well as channel model for common channel representation, 3. Publication Layer, to perform automated publication through content adaptation and publication flow solutions, 4. Interaction Layer, to facilitate interaction with the system. As depicted in the picture, two models will be developed to represent content and chan- nels uniformly in the schema layer. These models would overcome two activities introduced above, content and engagement integrations. Then, in the publication layer, content adap- tation and publication flows processes would consume the developed models for content 28 3. Multi-Channel Online Communication System and channel respectively. A rule-based system would align the schema and communication layers.

3.1.2.2 System Components

We designed and developed a communication framework, so-called Multi-Channel Online Communication (MCOC) Framework as the solution. The framework consists of three essen- tial components: (i) Information Management, (ii) Channel Management, and (iii) a Match- making Mechanism that responsible to align information and channel. Each component can be explained as follows (Akbar et al., 2014c):

1. Information Management, responsible for gathering content (annotated as well as un- annotated) from the selected input channels and representing them into the defined vo- cabulary. For annotated sources where contents have been annotated with specific vo- cabularies, the contents will be extracted automatically and if necessary will be mapped to the defined vocabulary. For un-annotated sources, a manual mapping is required to inter-relate the database items (i.e., table fields) to relevant terms in the desired vocab- ularies.

2. Channel Management, responsible for distributing the selected content to the selected channels according to the defined matching mechanism, as well as to collect and ana- lyze received engagements.

3. Matchmaking Mechanism, responsible for matching the extracted content to appropri- ate channels through a rule-based system. A rule editor enables experts to create and maintain rules through an integrated user interface and access-controlled rules reposi- tory. A rule engine will consume all defined rules and execute them against available facts in the working memory where some actions will take place whenever matched rules were found.

The framework will be explained in detail in the following section, where each component will be detailed explored including a few examples from the tourism industry and social media channels.

3.2 Multi-Channel Online Communication Framework

As mentioned in the previous section, the framework consists of three components, namely information management, channel management and matchmaking mechanism. Information and channel management are both utilizing communication channels as places to retrieve and to spread information. The separation of information and channels would enable various ways of alignment, where content can be aligned to multiple channels as well as various content to a channel. In the following sub-sections, these three components will be explained in detail including how each component or combination of them would solve the challenges mentioned previously. 3.2 Multi-Channel Online Communication Framework 29

3.2.1 Information Management This component deals with information available in input channels. To be able to manage complex information obtained from distributed input channels, all information must be rep- resented uniformly using a specific vocabulary. To achieve this objective, we need the do the following activities:

1. To define a Common Information Model,

2. To represent all information available in input channels with this model, where:

(a) if an input channel uses a different information model, then an alignment between those two models will be performed, (b) if an input channel has not been structured their data, then a content annotation activity will be performed.

To define a common information model, three essential activities are required: (i) analy- sis of data sources and format, (ii) information modeling, and (iii) domain specification def- inition. Every activity will be explained in the following sub-sections where an additional content annotation activity will be required whenever information sources have not been structured their content yet.

3.2.1.1 Analysis of Data Sources and Format The first activity is to analyze every data source, primarily to determine how to access the data and how the produced data will be presented. Typically, information available in a channel can be consumed in two different ways, each with advantages and disadvantages. Those access mechanisms are:

1. Through a Web Application Programming Interface (API)1. Web API provides one or more endpoints that can be contacted by a client using the defined method where information will be provided in the predefined format and structure.

2. Through a digital document which is suitable for the Web, for instance web page2, which is typically generated by a Content Management System (CMS)3.

In this analysis, for information available through a Web API, request structure and for- mat will be identified, as well as the format of responses. For information available through web documents, every document must be identified by a Uniform Resource Locator (URL). Therefore, an analysis is required to collect all those relevant URLs including how to access them.

3.2.1.2 Information Modeling After identifying the data sources and their formats as explained in the previous section, the next task is to determine important concepts from every information source: (i) For data

1https://en.wikipedia.org/wiki/Web_API 2https://en.wikipedia.org/wiki/Web_page 3https://en.wikipedia.org/wiki/Content_management_system 30 3. Multi-Channel Online Communication System originating from a Web API, we consulted the APIs documentation to determine how data is structured, as well as how it presented in the relevant web pages, (ii) For data available on URLs, we visited each URL and performed analysis on it. We started the information modeling by identifying what types of web pages and what kind of information is presented on every webpage. We went through of each webpage and analyzed what kind of data can be modeled. Further, we defined what primary categories and subcategories could be chosen from the menu, submenu and web content. We made the list of categories and subcategories and selected the most important.

3.2.1.3 Domain Specification Definition From the information modeling activities explained above, we obtained a list of identified information concepts (such as Place, News, Article, Event) including their attributes (such as name, location, start date, contact information). The next step will be to create a domain specification for every identified concept. In this step, we selected the right class from the chosen vocabulary (i.e., Schema.org) which most adequately describes a concept. We searched for suitable Schema.org classes for every concept, defined a selection of these properties, selected the range types and recursively repeated this process when structured types appear as ranges.

Table 3.1: Example of a domain specification

No. Type Property Range Type 1 Hotel address PostalAddress aggregateRating AggregateRating currencyAccepted Text description Text geo GeoCoordinates image ImageObject makesOffer Offer name Text paymentAccepted Text url URL 2 PostalAddress addressCountry Text addressRegion Text postalCode Text ...... 3.2 Multi-Channel Online Communication Framework 31

No. Type Property Range Type 3 AggregateRating ratingValue Number reviewCount Integer 4 GeoCoordinates latitude Number longitude Number

3.2.1.4 Content Annotation Content annotation is an additional activity, required whenever content in an information source has not been structured. In this activity, a mapping between data schema to classes and properties from the selected vocabulary will be defined. Next, the mapping will be used to generate annotation automatically or manually, and finally, annotations will be embedded into the target website.

Automatic generation of annotation. To automatically generate annotations for informa- tion obtained from a Web API, the following approach is required:

1. define a mapping between the Web API data types to the specification produced in the domain specification definition explained in the previous section.

2. develop a software wrapper to communicate with the endpoints of Web API and con- sumes the mapping to produce annotations in the desired format, such as JavaScript Object Notation for Linked Data (JSON-LD)format.

Manual generation of annotation Content which is not coming from content sources pro- viding APIs needs to be annotated manually. A conceptual analysis needs to be performed first to identify what kind information on the webpage can be annotated. Then, by using the defined specification, annotations will be generated manually, most likely with the help of an editor to avoid unnecessary errors and to make sure the produced annotations are valid and complete. As explained above, three important activities including one additional one were required to manage information available in input channels. In alignment with our framework, this component is responsible for representing all input content uniformly such that can be con- sumed independently from data sources or formats. As the outcome, every content sources should be annotated with correct and valid annotations.

3.2.2 Channel Management The second component deals with channels as places to distribute content. To be able to dis- tribute content to multiple channels, it is necessary to see how to do that efficiently. Since each channel possesses unique characteristics and requirements, a process of fitting content to multiple channels is an urgent necessity. This process is known as “content adaptation”: a process of adapting content in the way the content can be entered into the relevant channel. More than that, an adaptation could also be affected by the intention of the communication. 32 3. Multi-Channel Online Communication System

The process is mainly determined and performed by human users. Dissemination tools con- tribute only marginally to the process, mostly in the technical aspect of dissemination, for example, ensuring the content types and the length of the content are suitable for a channel. Nevertheless, the main processes of content dissemination are still handled by humans, for example, in the determination of which content should go to which channel and how this should be disseminated. To be able to manage various adaptation that can be applied to those channels, there are a few questions need to be answered:

1. How to transform a content such that fit to be published to a specific channel?

2. How is this transformation affecting the quality of transformed content regarding re- ceived engagement?

3. How to measure different types of engagement available on multiple channels in a way can be integrated and analyzed?

To answer these questions, it is necessary to perform several activities as follows: (i) to represent content in a way that different transformations can be applied, as well as to measure the quality of transformation through the received engagement (Akbar et al., 2015), (ii) to represent user engagements through a model of communication across channels (Akbar et al., 2017a). We explain each activity in the following sub-sections.

3.2.2.1 Content Transformation and its Impact The first activity is to identify content features that would be affected by transformations. A transformation would not alter the features only but also the quality of the content. It is a necessary process to be able to distribute content to multiple channels. In this work, we define a content transformation as a process of adapting an input content according to the given attributes of an individual online communication channel, where the primary objective is to “fit” the content to the channel such that the content can be published on the channel and reach the widest audience possible. The adaptation process is affected by the attributes of a channel (i.e., channel requirements such as the types of content accepted) as well as the publication intention (i.e., as a reminder). Figure 3.3 illustrates an example of content adaptation where a blog post was shared on the channel Facebook. There, two adaptations were applied; first, by the user who shared the blog post by adding additional information, and second from the channel itself (in this case Facebook) that extracts an image, the title and description of the page and includes them in the post. The picture also shows the user engagement measures received for the post. Due to the diversity of knowledge possessed by an individual user in performing the adap- tation, each adaptation might produce different output content. Publishing different adapted output contents might also attract different user engagements. By measuring the correlation between input and adapted output content, we will be able to measure the impact of the adaptation to the obtained user engagement as:

(i) an adaptation transforms an input content and produces one or more output contents,

(ii) each transformation affects the quality of the produced content, 3.2 Multi-Channel Online Communication Framework 33

Figure 3.3: An example of content adaptation (Akbar et al., 2015)

(iii) publishing contents with different quality will attract different engagements, (iv) an adaptation ultimately affects the user engagements. The capability to understand the impact of the adaptation process to user engagements is an important aspect of multi-channel online marketing, mainly to: (i) have a better understanding of how to perform an adaptation such that a high-quality output can be produced for different channels, (ii) be able to automate the adaptation process by understanding how users performed the adaptation such that it can be replicated. This understanding could benefit each organization, namely to increase their content engage- ment on social media by designing their content adaptation processes carefully and automat- ically. As previously described, a different adaptation might produce different output content that could attract different engagement. A way to measure these differences is by repre- senting the input and output content using the same measurable representation, such that their similarities (or differences) can be computed. In this work, we use the vector space model (Salton et al., 1975) to compute the similarities between contents through their corre- sponding terms and term weights. Each content will be represented by a t-dimensional vector

Di = (di1, di2, ··· , dit), where dij represents the weight of j-th term. Using this representa- tion, an angle between corresponding vectors can be computed as similarity measure, where a smaller angle represents a higher similarity. In the case of content adaptation, the measure is used to measure the similarity between the source and adapted content (e.g., a post or tweet) which is published on a social media 34 3. Multi-Channel Online Communication System

(a) First adaptation (b) Second adaptation

Figure 3.4: Vectors representation of content adaptation (Akbar et al., 2015)

channel. As shown in Figure 3.4, two different content adaptations T1 and T2 were applied to a content D and produced an output content DT . Each adaptation might produce different similarities in degrees compared to the source as represented with different angles, as illus- trated in Figure 3.4a and 3.4b respectively. We represent the adaptation impact to an input content based on the similarity degrees produced by this model. Adapting an input content to specific attributes and or requirements will affect the similarity in degrees of the produced output. We identified three different content representations that could be affected by the content adaptation: 1. Textual, which is related to how content is presented textually. As the most commonly used representation, content is seen as a collection of terms (words or compound words) expressing specific meanings. Adaptation can be performed by altering members of the collection which is ultimate will also alter the conveyed meanings. 2. Hypermedia, which is related to what kind of media are included in content. Hyperme- dia (Hardman et al., 1994) is an extension of Hypertext (Halasz and Schwartz, 1994), where information is composed of hierarchy of data containing various “component” (e.g. text, graphics, audio, and video) interconnected by relational “links”. Content can be represented as a collection of these components and adaptation can be performed by altering members of the collection. 3. Named-entity, which is related to what kind of named entities are included in the content. Named entities are phrases (a word or group of words) that contain the name of persons, organizations, locations, times and quantities (Tjong Kim Sang, 2002). The collections of these entities can be used to represent content such that an adaptation can be performed to a collection by altering its members. For example, the text “The first Winter Youth Olympics Games were held in Innsbruck, Austria in 2012” contains two named entities: “Innsbruck, Austria” as a location and “2012” as a date. The impact of content adaptation can be measured by computing the similarity degree between the source and adapted content using previously explained representations. With an assumption that a different adaptation might produce a different similarity degree, and publishing contents with different similarity degrees will acquire different types of user en- gagement, we can compute the correlation between content adaptation and user engagement. 3.2 Multi-Channel Online Communication Framework 35

This relation between content adaptation T and user engagement E on content D can be for- malized as follows:

• An adaptation t ∈ T on a content d ∈ D produces a similarity degree θ,

• Publishing the content d to a social media channel attracts an engagement e ∈ E,

• The most engaged contents {d ∈ D|e(d) ≥ n} are computed by using three content representations explained above, where n is a threshold constant.

• The similarity degree θ is then compared on different engagement metrics, channels and cases.

3.2.2.2 Integration and Analysis of User Engagement The second activity is to represent various user engagements uniformly in a way can be integrated and analyzed. To be able to integrate user engagements across channels, a com- mon multi-channel online communication model is required. The model should be able to represent various communication activities available on every channel. In this section, we introduce our multi-channel communication model derived from a classical communication model. We started from the sender/receiver communication model of Shannon and Weaver (1949), where three essential entities were composed:

1. the sender and receivers (human or software agent) that participate in communication activities, as Agent,

2. the message, exchanging during communication activities, as Content,

3. the channel or medium for exchanging message in communication activities, as Chan- nel.

With the advancement of web technologies, the current communication system cannot be represented perfectly by using these three entities only; the model should be expanded. The Internet has transformed marketing communication in a hypermedia computer-mediated en- vironment (CME) into many-to-many form (Hoffman and Novak, 1996). Social networks, in particular, extends the possibility of multi-modal and simultaneous communication with many members, with a possibility to communicate through different communication chan- nels (Musiał and Kazienko, 2013). More than that, we also need to consider structural dif- ferences between CMEs including their interfaces, functionalities, as well as how members interact (Yadav et al., 2013). By considering all information from the previous section, to reflect a complete multi- channel communication system, we introduced another three entities, namely “Post”, “Plat- form”, and “Act”. The main entities of the model are shown at Figure 3.5.

Post. It can be seen as the representation of a Content on a particular Channel, and it owns two important properties: 36 3. Multi-Channel Online Communication System

Figure 3.5: Multi-channel online communication model (Akbar et al., 2017a)

1. A Post must have a Content and a Channel. We represent this case through “hasCon- tent” and “hasChannel” properties which both have domain “Post” and value ranges “Content” and “Channel” respectively.

2. A Post might be linked to another Post, such that one Post can be visited from another Post. We represent this case through “linkedTo” property which has domain and values ranges as “Post”.

Platform. It is the entity that manages a collection of channels particularly for the access permission to certain channels, and it owns two important properties:

1. A Channel must reside in and only one Platform, but a Platform might contain one or more Channels. We represent this case through “resideIn” property which has domain “Channel” and value ranges “Platform”.

2. To perform specific actions on a Channel, Agent needs to have an account on the Plat- form where the Channel resides. We represent this case through “hasAccountIn” prop- erty which has domain “Agent” and value ranges “Platform”. An Agent might have multiple accounts on a Platform, where each account bears different functions and per- mission.

Act. It can be seen as the (communication) action performed by Agent to specific Post, and it owns two important relationships:

1. An Act might consume a Post and produce one or more Post. We represent this case through “hasConsume” and “hasProduce” properties where both have domain “Act” and value ranges “Post”.

2. An Act might refer to another Act, such as an Act followed by another Act. For example on Facebook, commenting on a wall post can be described by an act “Commenting” that refers to an act “Posting”. Reply to a comment can be described by an act “Comment- ing” that refers to another “Commenting”, and so on. We represent this case through property “referTo” where its domain and values ranges are both “Act”. 3.2 Multi-Channel Online Communication Framework 37

Figure 3.6: An example to represent act polarity

Based on the multi-channel online communication model explained in the previous sec- tion, we derive three forms of engagement categorization across platforms. These catego- rizations are based on three main entities of the model, namely “Agent”, “Act” and “Post”.

Agent-Oriented Engagement Category. The first form of engagement categorization is oriented around users (in our model represented as Agent), where engagement can be seen as the reaction of users to the received information. In this case, the engagement represents the quality of user experience (Lehmann et al., 2012), or reflects user acceptance (Fan and Gordon, 2014). There are various ways for users to show their experiences on a channel. We represent this user experience through different communication acts. And since there are numerous acts available, we specify a property “hasPolarity” to express the level of user experiences. The property has domain “Act” with value ranges “Text”. Figure 3.6 shows an example of how to represent polarities on different acts. In this example, we have a video resource4 located in channel InnsbruckTVB on YouTube. Two acts were applied, Like and Dislike with Positive and Negative polarities respectively, consumed the resource and produced different engagement indicators, namely the number of likes and dislikes. Two or more of those reactions can be represented with one type of polarity. A user might enable/disable certain acts at post level as well as channel level, in a way users could not perform any engagement. For example, on a blog, the author might enable/disable act Comment for a specific post or the whole blog.

Act-Oriented Engagement Category. The second form of engagement categorization is oriented around Act. Two or more acts can be performed independently or consecutively. A Comment might be followed by another Comment, but Like could not be followed by another act anymore. We represent this case as “referred-ability”, meaning that if an act has referred-ability, then one or more acts can be performed after it. If not, then there is no more act can be performed after it. In our model shown in Figure 3.5, this situation is represented by property “referTo”, which has domain and range values of “Act”. This categorization can be used to distinguish which acts can drive other acts, and to what extent. Figure 3.7 shows two different acts (Like and Comment) applied to a video5 which is

4https://www.youtube.com/watch?v=xxrikf0p6os 5https://www.youtube.com/watch?v=hrOKypKG3x4 38 3. Multi-Channel Online Communication System

Figure 3.7: An example to represent act referred-ability available in channel InnsbruckTVB on YouTube. The Like Act increases the number of like to the video, but it can not be followed by another act (“hasReferral” equal to False). On the other hand, the Comment Act produces a new text to the video, where another Comment Act replied to it, adding a new text to the video and at the same time producing a “referTo” relationship. In this case, we say that Comment Act can be referred (“hasReferral” equal to True). This referred-ability property can be customized by users. For example, in a Blog, users might specify the maximum nested level for comment, indicates that this ability can be performed only until certain levels.

Post-oriented Engagement Category. The third form of engagement categorization is oriented around Post, where an act consumes an input post which contains content available on a certain channel. After the act has been performed successfully, a new post will be pro- duced where its content (or its channel) might be not similar anymore to the input post. We use this condition to categorize communication actions as follow:

1. View, represents actions that will not affect the content as well as the channel of the input post. This category can be used to represent how many visitors have been visited a blog post or watched a video, etc.

2. Share, represents actions that will affect the channel but not the content of the input post. Can be used to represent how many blog posts have been shared on Facebook, or how many tweets have been re-tweeted, etc.

3. React, represents actions that will affect the content but not the channel of the input post. Can be used to represent how many comments have been received by a blog post, how many likes have been received by a Facebook post, etc.

4. Quote, represents actions that will affect both content and channel of the input post. Can be used to represent how many posts have been shared on another channel and at the same time modifying its content. 3.2 Multi-Channel Online Communication Framework 39

As mentioned earlier, channel management component deals with output channels. First, as places to put content, every content should be transformed to meet channels’ requirements. Second, as places to interact with audiences, various user engagements in every channel should be represented uniformly, so that they can be integrated and analyzed. It is worthy to mention that our channel model has been updated and evolved, where the complete and latest version of the model is available at http://vocab.sti2.at/mcoc/.

3.2.3 Matchmaking Mechanism The third component of the framework is a mechanism to match and align both components previously explained. The core of this component is reactive rules, with two functionalities: (i) to detect any changes in the information source, (ii) to align any detected information to specific channels. The first functionality will be provided by a set of rules so-called publica- tion rules, while the second through a method, so-called publication flow, to determine the optimum possible way for publication among multiple channels. Both methods, publication rules and flow, will be explained in the following sub-sections.

3.2.3.1 Publication Rules Publication rules depict a collection of rules to detect any changes in the information avail- able in input channels and perform any necessary actions. We use production rules (in the form IF Conditions THEN Actions) as the foundations to define our publication rules, where the ‘Actions’ part will be executed whenever a change in the information sources makes ‘Conditions’ true. First, we introduce a few essential definitions, followed by the rule constructors, and finishing with a few examples of rule usage for complex online communi- cation scenarios.

Definition 3.7 (Information Item). An information item I is the basic element of information in the domain of interest. Each element is identified by a name and the expected type of its value.

The basic elements of information differ from one domain to the next. An example of these basic elements are “name” with the expected type “Text”, “date” with the expected type “Date”, “url” with the expected type “URL”, and so on. An element “name” might be divided further into “firstName” and “lastName”, depending on the modeled domain.

Definition 3.8 (Content). A content C is described as a tuple of information items I =

(i1, ··· , in) where |I| > 0 is the number of items covered by C.

The cardinality of the contents shows the richness of the information items represented, and may vary for each implementation. For example, information items (title, description, location) are used to describe a content Event.

Definition 3.9 (Content Transformator). A content transformator T is an operator which transforms an input content C to produce a transformed content CT .

A content transformator operates on the information items of an input content, for exam- ple selecting a subset of the available items, shortening the value of an item, and so on. 40 3. Multi-Channel Online Communication System

Definition 3.10 (Channel). A channel H is a place to publish contents C where each channel supports at least one content transformator T.

Definition 3.11 (Transformation Specification). A transformation specification S is a tuple of (H,T ) where H is a channel and T is a content transformator that specifies that T is supported by H.

Typically, an expert who is familiar with the channel specificities determines whether a content transformator is supported by a channel.

Definition 3.12 (Mapping). A mapping M is a tuple of (C,H) where C is the content to be published and H is the targeted channel.

The mapping is determined by experts who understand which content will be published to which channel including which content transformation is required. A content could be mapped to one or more channels and a channel could be mapped to one or more contents.

Definition 3.13 (Publication). A publication P is a tuple of (CT ,H) where CT is the trans- formed content of C and H is the selected publication channel.

Based on the previously explained definitions, we define the publication rules as follows:

Definition 3.14 (Publication Rules). A publication rule R for a content C to a channel H is a mapping of C and H and a content transformator T supported by the channel H to produce a publication P. Given a transformation specification S(H,T ), a publication rule can be represented as {M(C,H) ∧ T (C) → P (CT ,H)}

With this definition, a publication rule is interlinking the information model (content) and channel model through a mapping and a content transformation. The interlinking intention is to fit a content to a particular channel or to find the proper channels for a content. Therefore, a publication rule serves as:

1. a mapping between a content and a channel, and

2. a transformation of the content according to the mapped channels’ specificities.

The publication rules are also controllable through a workflow or scheduling specifica- tion. For this case, we introduce the following definitions:

Definition 3.15 (Publication Workflow). A publication workflow is a coordinated publica- tion where a publication P1 will be performed only after a publication P0 has been suc- cessfully executed. Given a transformation specification S(H,T ), a publication rule with a T workflow can be represented as {M(C,H) ∧ T (C) ∧ P0 → P1(C ,H)}. A workflow is used to specify the publication order for certain channels, one after another. For example, when we need a reference to a specific channel, the workflow can be used to ensure that the content will be published in the right order. Based on the definitions previously discussed, we define three different types of actions that could be fired by the rules as follows:

1. Mapping – an action to align a content to a channel, 3.2 Multi-Channel Online Communication Framework 41

2. Transform – an action to transform a content using a content transformation operator associated with a channel,

3. Publish – an action to publish a content to a channel. Each action will assert a new fact and together with predefined facts they form a collection of facts to be used to identify if a specific condition is fulfilled. We define four different types of facts as follows: 1. hasTransformation – a predefined fact to specify if a channel has a content transforma- tion operator,

2. hasMapping – a fact, will be inserted by the action Mapping to specify if a content is mapped to a channel,

3. isTransformedBy – a fact, will be inserted by the action Transform to specify if a con- tent has been transformed using a specific content transformation operator,

4. hasPublished – a fact, will be inserted by the action Publish to specify if a content has been published to a channel. Based on those defined actions and facts, we constitute the publication rules with one basic fact and three basic rules as follows: 1. Mapping(C,H) – This is a fact to mapping a content and a channel.

2. IF hasMapping(C,H) THEN Transform(C) – This rule performs a content transforma- tion operation using a transformation operator associated to a channel.

3. IF hasMapping(C,H) ∧ isTransformedBy(C,T) THEN Publish(C,H) – This rule per- forms a publishing action on a content to a channel whenever a mapping and a trans- formation have applied successfully.

4. IF hasPublished(C,H1) THEN Mapping(C,H2) – This rule is to define a workflow, where a content will be published to the second channel whenever it has been published to the first channel. Figure 3.8 shows an example of the fact and publication rules construction using Grailog representation (Boley, 2013). The octagon shapes represent variables (C for contents, H for channels, T for transformation operators), the rectangle shapes represent instances of content or channel or transformation operator, the single-line arrows represent the relationships, the double-lines arrows imply the rule consequences. The rounded boxes with solid-lines imply conjunctions. Given two transformation operators t1, t2 ∈ T , an information model Event ∈ C contains information items (name, description, location, url, startDate, endDate) ∈ I, two channel models Twitter, Pinterest ∈ H to represent Twitter (https://twitter.com) and Pinterest (https://pinterest.com) respectively. Two predefined content transformation specification are (Twitter, t1), (Pinterest, t2) ∈ S. Fact and rules in Figure 3.8 are constructed to publish information about an event to social media channels Twitter and Pinterest. 1. Fact (1) is mapping an event to Twitter, 42 3. Multi-Channel Online Communication System

Figure 3.8: An example of fact and rules construction (Akbar et al., 2014b)

Figure 3.9: A rule to define an implicit content transformation

2. Rule (2) defines a content transformation action whenever a content is mapping to a channel using a transformation operator associated with the channel,

3. Rule (3) defines a publishing action whenever the content transformation has success- fully applied,

4. Rule (4) defines a mapping between some content to channel Pinterest whenever the content has been already published to channel Twitter successfully.

In this example, each instance of Event will be mapped to Twitter, then transformed by a transformation operator associated with Twitter and finally will be published to Twitter. After being successfully published, a second mapping is triggered to channel Pinterest, con- sequently repeating the content transformation and publish actions with this second mapping. In addition to the typical publication rules (Mapping – Transform – Publish) as shown in previous section, our publication rules are also capable of handling various complex scenar- ios of online communication.

Implicit Content Transformation. A typical publication rule contains a mapping and a content transformation. However, a publication rule can also be constructed by defining the content transformation implicitly. As shown in Figure 3.9, a more flexible rule can be devised by defining a rule to match a transformation operator from previous publication activities. In this example, the rule does not specify the content transformation explicitly. The rule will be matched to a transformation (Transformer) from previously published similar content (Event) to a similar channel (variable H). 3.2 Multi-Channel Online Communication Framework 43

Figure 3.10: A rule to use a different transformation implicitly

Figure 3.11: A fact and two rules to overwrite the mapping

Diverse Content Transformation. A channel may have more than one content transfor- mation operator. Applying a different transformation to the same content will produce a different output. In the rule shown in Figure 3.10, to publish a content C which has been published before (in this case to channel Twitter), the rule will be matched to a different transformation operator from the previously used one. The box with dashed-lines indicates a negation, such that only the Transformer, which is not used by the previous publication, will be satisfied.

Rule Overwriting. A rule can also be used to overwrite another rule permanently or tem- porarily (depending on certain conditions). As shown in Figure 3.11, we can overwrite a mapping fact by using rules. Fact (1) defines a mapping between the content Event to chan- nel Twitter, Rule (2) will be to overwrite the mapping whenever the event is identified as a past event, Rule (3) will overwrite the mapping if the content has been published on Twitter. Each rule will retract the old mapping fact and insert a new one.

3.2.3.2 Publication Flow After defining a method to react to any changes in the information sources as explained in the previous section, then whenever a change is detected then the collection of rules would generate a collection of content, ready to be published to every channel. The typical ap- proach would be to put every content on every channel. Unfortunately, this approach is not always possible due to a few factors, for instance, we need a video object in our content if 44 3. Multi-Channel Online Communication System

Figure 3.12: Illustration of content dissemination to multiple channels (Akbar et al., 2016) we would like to publish it on a YouTube channel. Therefore, it is necessary to consider the objects in our content before publishing it to multiple channels in a way multiple channels can be reached and at the same time reducing unnecessary works. We solve this challenge by considering publication flow of content among multiple channels. For exemplification purposes, let us consider the publications flow in Figure 3.12. In this scenario, a hotel wants to disseminate on multiple channels (Website, Blog, YouTube, Vimeo, Instagram, Facebook, Twitter, and E-Mail) content about its new weekend offer. First, the textual story will be disseminated to Website, Blog and send by E-Mail. The story on the Website then shared to Facebook, while posted story on Blog will be tweeted to Twitter. Picture related to the offer will be disseminated to Instagram and posted to Blog. The picture on Instagram then shared to Facebook and tweeted to Twitter. Video of the new offer will be uploaded to Vimeo and YouTube, where the video on Vimeo will be shared to Facebook then tweeted it to Twitter. The uploaded video on YouTube will be posted to Blog and Website, and finally the video on Website will be tweeted to Twitter. Obviously, there are many other ways of disseminating this content on the multiple of channels. For example, upload the video directly to Facebook and tweet it to Twitter, shared it to Website and Blog, etc. Figure 3.13 illustrates various possible ways of disseminating content D to four channels C1, ··· ,C4. The content can be disseminated directly to all channels, in two steps, or sequen- tially as shown in Figure 3.13a, b, and c respectively. Since not all contents are suitable to all channels, the work so called content adaptation is required to fit content to the target chan- nels as well as to be able to spread it as fast as possible through the network. Unfortunately, the task of content adaptation is still mainly determined and performed by humans. In this context one can see human knowledge as a “publication cost” that is the cost needed to be “paid”, invested by a human agent, in order to fit a content to a channel such that the content can be published to that channel. By using this cost notation, our problem can be categorized as minimum cost flow problem (Edmonds and Karp, 1972; Goldberg and Tarjan, 1987), where we would like to find the best dissemination way out of all possible ways by minimizing the content adaptation cost. In order to formalize the notion of publication flow, we introduce several definitions which are based on graph theory as follows: 3.2 Multi-Channel Online Communication Framework 45

Figure 3.13: Various ways of publication flow (Akbar et al., 2016)

Definition 3.16. A publication network is a network containing communication channels as vertexes and communication flows as edges.

A publication network is represented as a directed graph. Given X and Y, two commu- nication channels, represented as vertexes in a publication network. An edge connecting X to Y, represents a communication flow between X and Y, meaning that a publication or dissemination can be performed between X and Y, with X as its source and Y as its target.

Definition 3.17. Publication capacity is the maximum amount of communication flows from source channel to target channel.

In online communication, flow of a content can be represented by the types of media constituting the content. We compute publication capacity as the maximum amount of media that flows from one channel to another. For example, the publication capacity for Twitter is 140 characters.

Definition 3.18. Publication cost is the amount of work required by human agent to publish a content from input channel to target channel.

A publication cost occurs when work is required to transform a particular type of media in order to be able to publish it to a particular channel. For example, to publish a blog post to Twitter several transformations are required such as shortening the text of the blog to 140 characters, inventing several hashtags that could attract more followers, choosing an image to be included in the tweet, and so on. We use content adaptation notation (Akbar et al., 2015) to measure the work by computing the similarity between an adapted content and its original based on three properties: presentation, hypermedia, and named-entity. There are many factors affecting content adaptation, for example, let’s assume we would like to share a video on YouTube to Twitter. There are a few options to determine the required cost of the required content adaptation such as:

1. Share the “title, url” of the video to Twitter. The cost for adaptation is relatively low since those fields can be obtained easily from the video on YouTube. 46 3. Multi-Channel Online Communication System

2. Share the “title, url” plus a few hashtags which are obtained from the description of the video. In this case, the cost for adaptation is relatively expensive because we need to determine which words of the descriptions can be representing the video and can be used for hashtags.

From those two possible adaptation solutions, intuitively, the former solution has a smaller cost than the latter. Nowadays, content adaptation is mainly performed by human, and each user might have various experiences that can drive how she/he performs the adaptation (Ak- bar et al., 2015). Considering this aspect, in our work, the cost is determined by human experts. To formalize the problem and our solution, let’s consider a publication network as a directed graph G = (V,E) with V = {1, ··· , n} as the set of vertexes and E ⊆ V × V as the set of edges with w : E(G) → R+ and c : E(G) → R as functions for edge capacities and edge costs respectively. With s ∈ V as source and t ∈ V as sink, the problem is to find the optimal way of sending an amount of flow d from s to t. The cost of sending a flow f from a vertex to another vertex through an edge e ∈ E can be computed as f(e) · c(e) and therefore our solution can be represented in a linear programming notation as follow: ∑ minimize f(e) · c(e) e∈E subject to f(e) ≤ w(e) ∑ (3.1) f(e ∈ δ+(v)) ≤ f(e), ∀v ∈ V, v ≠ s, t e∈δ− f(e), c(e), w(e) ≥ 0, ∀e ∈ E(G) where δ+(.) is collection of incoming edges and δ−(.) as collection for outgoing edges. As shown in Equation 3.1, the objective is to minimize the total cost of flows on all edges, where:

1. the amount of flow on every edge must be smaller or equal to the edge capacity,

2. the total flow of incoming edges must be smaller or equal to total of outgoing edges for every edge except source s and sink t,

3. the amount of flow, edge capacity, and cost are bigger or equal to zero.

For illustration, let’s consider a publication flow between Blog to Twitter. In our publica- tion network, there is a directed edge e connecting vertex Blog to Twitter. The edge capacity w of e is 140 characters. There are many possible flows: f1 = 120 characters with cost c1, f2 = 140 characters with cost c2, and so on. The objective is to find the minimal/optimal flow from these possible combination of flows and costs. As mentioned above, the cost for publishing a particular media type with a particular size to a particular channel is determined and specified by the experts. The cost could be affected by various aspects:

1. Technical Cost. Technical cost refers to the cost of transforming the content from the source channel into a form that is acceptable (i.e. acceptable by the API) by the target channel. Various techniques for content adaptation such as trimming of the text to a specific size, reducing the size of an image or shortening an URL, could be applied. 3.3 Summary 47

2. Effectiveness Cost. Effectiveness cost refers to the effectivity of a content adaptation according to engagement probability. For example, adapting a text by only trimming it to a particular size might be less effective than summarizing the text, even though the former solution has less technical cost than the latter.

3. Social Cost. Social cost refers to effectiveness of adapted content according to the social relationships. For example, we have a textual content and based on our experi- ences, audiences in one of our channel is more receptive pictures. In this case it will be more effective to include a picture into the original text when disseminating the content to that channel.

Let x, y ∈ V where x and y are the source and target channels respectively, c1(.) as function for technical cost, c2(.) as function for effectiveness cost, c3(.) as function for social cost, the cost c of disseminating content from x to y can be computed as:

∑3 c(x, y) = wi · ci(x, y) (3.2) i=1 In Equation 3.2, the cost is defined as weighted average of technical, effectiveness, and social costs, where w1, w2, w3 are weighting factors for each cost. The value of cost is nor- malized between 0, ··· , 1 where 0 means high quality (e.g. no adaptation is required) and 1 means low quality (e.g. a highest adaptation is required). This is a very intuitive way, where we would like to determine if the technical cost can be reduced by the effectiveness and social costs. For illustration, let’s go back to our example in Figure 3.12. Disseminating a video to Twitter is possible technically with a very high cost as the video has to be not longer than 2 minutes and 20 seconds and not larger than 512 MB (e.g. technical cost = 0.9). But socially, we have so many followers on Twitter who would love to learn more about the new offer of the hotel (e.g. social cost = 0). Then, the effectiveness cost can be determined if we should publish to YouTube then to Twitter (e.g. effectiveness cost = 0.25), or publish it to YouTube, embed it to a blog then share it to Twitter (e.g. effectiveness cost = 0.5). In either way, the total cost as the average of those three costs will be reduced.

3.3 Summary

Through this section, we have introduced a framework to overcome multi-channel online communication challenges, namely scalable communication, bilateral communication, and personalized communication. First, we break down those challenges into several communi- cation activities that can be applied to communication channels, where content will be re- trieved or spread from or to multiple channels. After that, we construct the framework based on three components:

1. Information management, which deals with content which is presented in various for- mats and available in distributed sources. This component would represent content uniformly in a way can be integrated. 48 3. Multi-Channel Online Communication System rule "Publish Events to Twitter" when i : Event(startDate == Today()) f : ItemPublished(i, channelFacebook) then insert(ItemToBePublished(i, channelTwitter, f.url)); end

Figure 3.14: An example of publication rules

2. Channel management, which deals with multiple channels especially in how to fit con- tent to a channel through transformations as well as to integrate received engagements across channels. 3. Matchmaking mechanism, which is the core of the framework, responsible for reacting to any changes in the information sources and align content to the desired channels and at the same time maximizing possible publication flow among channels. Semantic web technologies have been used intensively in the framework. In information management, we used RDF and RDF repository to represent and store annotations, where Schema.org was used as the main vocabulary for the annotations. OWL was used in the channel management, especially to represent content transformation and user engagements integration. And finally, Rules were used in the matchmaking mechanism. A kind of reac- tion rules so-called publication rules were utilized to govern how content will be published to channels whenever a set of conditions detected. Figure 3.14 shows a publication rule, im- plemented in Drools Rule Language6 (see Appendix A), with two conditions and one action, can be explained as follows: 1. The first condition determines if there is a fact about content with type ‘Event’ and its value for property ‘startDate’ is equal to the value obtained from a function ‘Today()’. This rule is responsible for detecting if there are events which happening today. 2. The second rule determines if the item detected by the first condition has been pub- lished to channel Facebook. 3. The action will be executed whenever both conditions are satisfied, where the item detected by the first condition will be prepared to be published to the channel Twitter by taking a reference to the previous publication to Facebook. As illustrated above, publication rules have two reactivity capabilities. First, a capability to react to information changes which are detected through the information management component. Second, a capability to react to publication activities (e.g., publication flow) which are detected by the channel management component. These capabilities cover the most crucial activities in a multi-channel online communication system. The separation of information and channel independent to each other is crucial in our so- lution. Changes in one side would not affect the other side and vice versa. Multiple possible alignments between these components are possible through a semi-automatic matchmaking

6https://www.drools.org/ 3.3 Summary 49 mechanism which employs rules. First, changes in the information sources would not af- fect the publication rules. Since publication rules utilize a common information model, any changes to the source of information will not affect the rules directly. For example, the rule in Figure 3.14 uses an information concept ‘Event’ regardless of the sources. It could be a blog post, a tweet, a Facebook post, etc. When a new website is added to the information sources, then there is no need to change the rule, a modification is required only in the information section component to include the new source. Second, publication rules provide flexibility to determine required transformation based on previously applied content adaptation. Content transformation can be implicitly derived (e.g., use the last employed transformation to the same type of content) or diversified (e.g., use the transformation that has not been used yet). Further, a common communication act model facilitates the integration of various user en- gagements across channels. For example, a communication act concept ‘React’ can be used to represent all actions that will affect the content but not the channel of the input content, regardless in which channel the action took place. 50 3. Multi-Channel Online Communication System Chapter 4 Pilots and Use Cases

In this chapter, we describe our pilots/use cases from the tourism industry. We use two differ- ent types of pilots/use cases: (i) an individual service provider, namely hotel, (ii) Destination Management Organization (DMO), that will be divided further into two categories, namely a DMO that manage its content through a Content Management System (CMS) and multiple DMOs that manage their content through a Destination Management System (DMS). First, we provide a brief introduction to every pilot/use case. After that, we describe our approach to describe available content in every pilot/use case by using specific vocabulary, mainly Schema.org. Then, we describe our solution to align content to channel, including identify- ing what content should be published to which channel and how to distribute the content.

4.1 Introduction

Organizations which are involved in our pilots/use cases are from the tourism industry, lo- cated in the region of Tyrol, Austria. We classified them based on their main organizational functions, namely service provider and destination management organization.

4.1.1 Service Provider Our first pilot project was with the Kaysers 4-Star Hotel1, located in the area of Mieming, Tyrol, Austria. This is a 4-star property, with 48 rooms, and it offers and promotes a large variety of activities in the hotel itself, as well as in the province of Tyrol including golf, skiing, tennis, hiking, city trips (Fensel et al., 2016).

4.1.2 Destination Management Organization A Destination Management Organization (DMO) is a public or public-private entity whose aim to foster, plan and coordinate the tourism development of a destination as a whole2. It has a significant role in promoting the development and marketing of a destination to increase visits from tourists which generates overnight stays, visits to restaurants, and shopping rev- enues which could develop the region economic at the end.

1http://kaysers.at/ 2https://www.igi-global.com/dictionary/destination-management-organization-dmo/34186 (checked on December 24, 2017) 52 4. Pilots and Use Cases

There have been a few pilots with this type of organization, where a pilot can be catego- rized based on how it manages its content. We identified two types of system for managing content. First, through a CMS where content will be entered, stored, managed, and presented by the same CMS. Second, content will be entered, stored, and managed in a DMS then pre- sented by multiple CMS. The latter solution has better scalability because same data that are stored in a DMS can be reused and presented in multiple CMS. Below, we introduce these two types of pilots.

4.1.2.1 DMO with Content Management System Our second pilot project was with the DMO Innsbruck (in German, known as Tourismusver- band (TVB) Innsbruck und seine Feriendörfer3). The DMO Innsbruck is one of the biggest tourism boards in Austria. It combines 41 holiday destinations under its umbrella and has more than 12,000 members (Fensel et al., 2016). In tourism year 2017, the region received about 3.2 million overnight stays, an increase 4.6% compared to the previous year4.

4.1.2.2 DMOs with Destination Management System A Destination Management System (DMS) provides complete and up-to-date information on a particular destination. It is used for the collection, storage, manipulation, and distribution of tourism information, as well as for the transaction of reservations and other commercial activities5. During our pilot project with the DMO Innsbruck (Section 4.1.2.1), we realized that some parts of the information available on its website were provided by the Feratel Media Technologies AG6 (Toma et al., 2014c). Feratel offers a DMS7 that covers variety informa- tion related to accommodation, packages, events, etc., including a real-time service to check room availability as well as to perform booking action. The system is widely used by service providers to manage their booking, as well as by DMOs to market their regions. We accessed all data in the system through Feratel Deskline 3.0 Standard Interface (DSI), a web service interface to retrieve content out of the system, exchanging in the format of XML (Ebner, 2016). We also realized that the number of annotated webpages available on the Web has been growing extensively. According to the Web Data Commons8, there are 44.2 Trillion triples obtained from 34 Million domains available on the Web in October 2016. The number has increased almost in double, where in November 2015, there were only about 24.4 Trillion triples extracted from 14.4 Million domains. The number of detected entities had an increase of about 60%. Anyway, when comparing the number of domains with and without anno- tations, in 2015 about 19% have been annotated, but in 2016 the number has decreased to

3https://www.innsbruck.info/ 4Tourismusverband Innsbruck und seine Feriendörfer, “Annual report 2017”, https://www.innsbruck. info/epaper/deutsch/geschaeftsbericht2017/ (accessed at December 24, 2017) 5https://www.igi-global.com/dictionary/dms-destination-management-system/36181 (checked on December 24, 2017) 6http://www.feratel.at/ 7http://www.feratel.at/en/solutions/feratel-destination/ 8Web Data Commons, “RDFa, Microdata, and Microformat Data Sets”, http://webdatacommons.org/ structureddata/index.html (accessed at December 25, 2017) 4.2 Information Management 53 about 17%. For the used vocabulary in those annotated webpages, most of them were tar- geted to be consumed by major search engines such as Google, Facebook, Yahoo!, and Bing which supports Schema.org (Bizer et al., 2013). Two main factors that made a wide adop- tion of Schema.org vocabulary are: it is supported by global players such as Google that provide Rich Snippets for its search results, and also because of a widely deployed in Con- tent Management Systems (Meusel et al., 2015). More than that, the Schema.org’s extension mechanism also increase attention from the community, for example, an extension for having a better, more expressive annotations of accommodation data (Kärle et al., 2017). Our third pilot project was with the DMOs Mayrhofen, Seefeld, and Fügen, which con- sume data from the Feratel DMS. In this case, instead of individually managing information available on every DMO’s website, we directly manage information from its source, in this case, the Feratel DMS. And in this pilot, we have intensively used the Schema.org vocabulary as our common information model.

4.2 Information Management

In this section, we explain how we analyzed the information available on a list of websites provided in every pilot project. From every project, we produced an information specification that contains a list of types, properties, and value range for every property. For the pilot in the category of a service provider, we analyzed a hotel’s website. And for the category DMO, we analyzed a DMO’s website and an API from a DMS. Each performed analysis and its results will be explained in the following sub-sections.

4.2.1 Service Provider An analysis was performed to identify what types of information are available on the hotel’s website. The website has categorized its content into a few categories and sub-categories, which we use as the starting point to identify all content types. We identified six main cate- gories (including several sub-categories) as follows (Akbar and Toma, 2015a,b):

1. The Kaysers – Philosophy, Impressions, Newsletter, Gutschein, Hotel Assessment, Press, Partner, Weather, Jobs, Current Events,

2. Rooms And Prices – Rooms And Prices, Gourmet- & Vital Board, Enquire & Book, Zusatzleistungen, Winter Offers, Summer Offers,

3. Wellness – Kaysers Spa, Wellness Packages, Beauty Treatments, Massages, Time For Two,

4. Nature & Indulgence – Natural Hideaway, Culinary Specialities, Kaysers In Winter, Kaysers In Summer,

5. Movement – Tennis, Golf, Hike & Bike, Yoga & Co, Skiing In Tyrol, Cross-Country Skiing, Winter Walking, Culture, Cultural City Of Innsbruck,

6. Contact – Contact, How To Get To Us, Imprint. 54 4. Pilots and Use Cases

Next, we identify the most relevant class from Schema.org to represent every category and sub-category. Furthermore, relevant properties for each class were identified by ana- lyzing content available in the categories or sub-categories. As a result, a mapping between content available on the website to classes and properties of Schema.org was produced as shown in Table 4.1.

Table 4.1: The mapping of Kayseys.at website content to Schema.org

Schema.org No. Content Type Class Property 1 The Kaysers Article name articleBody image 2 Rooms and Prices 2.1 Rooms and Prices Offer name description image PriceSpecification priceSpecification validFrom validThrough priceCurrency price 2.2 Gourmet & Vital Board Article name articleBody image 2.3 Additional Services Offer name description image PriceSpecification priceSpecification priceCurrency price QuantitativeValue eligibleQuantity 4.2 Information Management 55

Schema.org No. Content Type Class Property value 2.4 Winter Offers Offer name description image PriceSpecification priceSpecification validFrom validThrough priceCurrency price 3 Wellness 3.1 Kaysers Spa Article name articleBody image 3.2 Wellness Packages Offer name description image PriceSpecification priceSpecification priceCurrency price QuantitativeValue eligibleQuantity value 3.3 Beauty Treatments Offer name description image PriceSpecification priceSpecification priceCurrency price QuantitativeValue eligibleQuantity value 3.4 Massages Offer name description 56 4. Pilots and Use Cases

Schema.org No. Content Type Class Property image PriceSpecification priceSpecification priceCurrency price QuantitativeValue eligibleQuantity value 3.5 Time for Two Offer name description image PriceSpecification priceSpecification priceCurrency price QuantitativeValue eligibleQuantity value 4 Nature & Indulgence Article name articleBody image 5 Movement 5.1 Tennis Offer name image PriceSpecification priceSpecification name description priceCurrency price QuantitativeValue eligibleQuantity value Article name articleBody image 5.2 Golf, ··· , Culture Article name 4.2 Information Management 57

Schema.org No. Content Type Class Property articleBody image 6 Contact 6.1 Contact Hotel name telephone email PostalAddress address streetAddress addressLocality addressRegion postalCode addressCountry AggregateRating aggregateRating ratingValue ratingCount 6.2 Imprint Hotel name telephone faxNumber email PostalAddress address streetAddress addressLocality addressRegion postalCode addressCountry

Based on the mapping, we extracted all distinctive types and properties and construct an information specification for a hotel.

Table 4.2: Information specification for a hotel, based on information available on Kaysers hotel’s website

No. Type Property Value Range 1 Article name Text articleBody Text image URL 58 4. Pilots and Use Cases

No. Type Property Value Range 2 Offer name Text description Text image URL priceSpecification PriceSpecification 3 PriceSpecification name Text description Text validFrom DateTime validThrough DateTime priceCurrency Text price Number eligibleQuantity QuantitativeValue 4 QuantitativeValue value Text 5 Hotel name Text telephone Text faxNumber Text email Text address PostalAddress aggregateRating AggregateRating 6 PostalAddress streetAddress Text addressLocality Text addressRegion Text postalCode Text addressCountry Text 7 AggregateRating ratingValue Number ratingCount Integer

At the end, we obtained 7 main classes (such as Hotel, Offer, Article) and more than 20 properties (such as name, description, image) in our information specification for a hotel as shown at Table 4.2.

4.2.2 Destination Management Organization

As mentioned earlier, we performed two types of analyses for the DMO pilot, namely an analysis of information available on a DMO’s website and information available on an API. The results from each analysis will be explained below. 4.2 Information Management 59

4.2.2.1 DMO with Content Management System In our second project, an analysis was performed to identify important content types or con- cepts from information available on the DMO Innsbruck’s website. We identified six main concepts as follows (Akbar et al., 2014d,f):

1. Places – typically used to describe physical locations of point of interests or entities which are relevant to the touristic sector,

2. Event – typically used to describe activities happening in a certain location in a certain time,

3. Organization – to define legal entities,

4. Trip – to describe travel actions,

5. Creative Work – to describe creative objects that are relevant to the touristic domain,

6. Person – to describe human agents.

More detail explanation for each concept can be found in the following sub-sections.

Place. Places usually refer to any physical entity. In the touristic context, it is essential for a traveler to obtain precise information about any place he or she is interested transparently and effectively. From the touristic perspective, a person might be interested both in civic places such as bus stops and taxi stands as well as in different touristic attractions. In many cases, the touristic decision of visiting a specific place is determined by the information that is available for that certain place. Therefore, the ontology should provide an appropriate classification of places so that search engines consume structured data and present the output in a precise form to a customer and also a rich description of such places.

1. Civic Structures – to categorize public structures, including transportation hubs, gath- ering places.

• Airport • Park • Beach • Parking Facility • Bus Station • Performing Arts Theater • Campground • Places of Worship • Event Venue • Stadium or Arena • Movie Theatre • Taxi Stand • Museum • Train Station • Music Venue • Zoo

2. Local Business – to categorize business entities, including lodging business, food es- tablishments, as well as sport activity locations. 60 4. Pilots and Use Cases

• Entertainment Business • Sports Activity Location • Food Establishment • Tourist Information Center • Lodging Business • Travel Agency

3. Landform – to model environmental information items which could also be considered a point of interests such as waterfalls, rivers, ponds, lakes, canals.

• BodyOfWater • Mountain • Continent

Event. The class defines occurrences which could be interested for tourists and interactions between them. Event class models event hierarchy, which includes the following sub-classes:

• Business Event • Music Event

• Children’s Event • Publication Event • Comedy Event • Sale Event • Dance Event • Social Event • Education Event • Festival • Sports Event • Food Event • Theater Event

Organization. Organization class models legal entities and enriches “Places” class with extra properties such as contactPoint, email, accepts reservations and others. The class in- cludes Local Businesses as described in Place class section.

Trip (Action). The concept of trip refers to a travel action. The Trip class is considered as a part of the Action class. Precisely, the following hierarchy is used: Action – MoveAc- tion – TravelAction. A trip inherits basic common properties from its super-classes such as name, description, url, and image as well as introduces its own properties such as location, startTime, endTime, startDate, endDate, fromLocation, toLocation, and distance.

Creative Work. Creative work class models descriptive objects that usually require human involvement in its creation and editing, which includes the following sub-classes: • Article – Article class includes blog posts as well as generic news articles (web or paper-based) described by such properties as keywords, articleTile, articleBody, au- thor, editor, review, as well as generic properties such as name, description, url, and image. • MediaObject – MediaObjects were separated as a special subclass of CreativeWork and incorporated its own taxonomy as follows: - AudioObject - ImageObject - VideoObject In some cases, it is important to disseminate information about the specific video, audio or image information item. 4.2 Information Management 61

• Review – The Review class describes the item which is reviewed and ranking given to that particular review.

• Software Application – Finally, Software Application class was added to Creative work to describe Web and mobile applications in the context of touristic business. Precisely, it is important to model if there are any software and mobile requirements of such kind of applications.

Person. Person class models human agents with the help of such properties as first and last names, their content information and others. An example of class Person is Author, a person who creates and edits a written work, for example, an author of an article on a blog. In DMO’s website, the authors are the persons who are responsible for creating a content directly or indirectly, for example, the person who wrote a blog. After all important concepts as described above are identified, our next activity was to extract all information items for every concept. We determined the items including their value types, where the result of our analysis is shown in Table 4.3.

Table 4.3: The result of analysis on the DMO Innsbruck’s website

No. Information Item Value Type 1 Hotel 1.1 Name Text 1.2 Star Rating Text (5/4 Superior/4/3/2/1) 1.3 Star Sign Image 1.4 Address Text 1.5 Telephone Text 1.6 Fax Text 1.7 E-Mail URL 1.8 Website URL 1.9 Logo Image 1.10 Best Price Sign Image + URL 1.11 Description Text 1.12 Availability Calendar (Feratel) 1.13 Facilities (i.e. Languages, Sports, Meet- Text ings) 1.14 How To Get There/Map Text + Map 1.15 Pictures Collection of Images 1.16 Request Now URL (Feratel) 1.17 Book Now URL (Feratel) 62 4. Pilots and Use Cases

No. Information Item Value Type 2 Food and Drink Establishments 2.1 Name Text 2.2 Address Text 2.3 Telephone Text 2.4 Fax Text 2.5 E-Mail URL 2.6 Website URL 2.7 Description Text 2.8 Opening Times Text 2.9 Arrival Text + Map 2.10 Further Information Text 3 Events 3.1 Name Text 3.2 Area Text 3.3 Dates 3.3.1 Start DateTime 3.3.2 End DateTime 3.4 Times DateTime 3.4.1 Day (i.e. Mo-Sa, Wed-Fr) DateTime 3.4.2 Time (i.e. 07.00) DateTime 3.5 Duration (i.e. 5h) Number 3.6 Location Text 3.7 Description Text 3.8 Links Collection of URLs 3.9 Documents Collection of Files 3.10 Holiday Themes (See Table 3.C) Collection of Choices 3.11 Pictures Collection of Images 3.12 Arrival/Location Text + Map 4 Trips 4.1 Name Text 4.2 Description Text 4.3 Price Number 4.4 Offers Available Collection 4.4.1 Start DateTime 4.4.2 End DateTime 4.5 Arrival Collection 4.5.1 Day (i.e. Monday-Friday, Monday- DateTime Tuesday) 4.2 Information Management 63

No. Information Item Value Type 4.6 Pictures Collection of Images 4.7 Video Embedded Video 4.8 Live Support (Chat) URL 4.9 Non-Binding Request URL 4.10 Book Now URL (Feratel) 4.11 Package Content (Feratel) Text 4.12 Telepon (Feratel) Text 4.13 Email (Feratel) URL 5 Place of Interests 5.1 Name Text 5.2 Address Text 5.3 Telephone Text 5.4 Fax Text 5.5 E-Mail URL 5.6 Website URL 5.7 Description Text 5.8 Opening Times Text 5.9 Arrival Text + Map 5.10 Further Information Text 5.11 Pictures Collection of Images 6 News, Forum, Blog 6.1 Day DateTime 6.2 Date DateTime 6.3 Time DateTime 6.4 Title Text 6.5 Body Text + Images + Embedded Videos 6.6 Author Text + URL 6.7 Categories Collection of Text + URL 6.8 Tags Collection of Text 6.9 Temperature Widget (Text, Image, Number) 6.10 Today Events Collection 6.10.1 Title Text 6.10.2 Name Text 6.10.3 Location Text 6.11 Tips Collection 6.11.1 Title Text 6.11.2 Body Text 64 4. Pilots and Use Cases

No. Information Item Value Type 6.12 Permanent Events Collection 6.12.1 Time DateTime 6.12.2 Name Text 6.12.3 Location Text 6.13 Highlights Collection 6.13.1 Title Text 6.13.2 Body Text

4.2.2.2 DMO with Destination Management System For the third pilot project, we performed the information analysis differently. In two previ- ously described projects, all information are presented through websites. Therefore, every analysis was performed by visiting every relevant pages on the websites and extracting im- portant types and properties. In the third project, information will be provided through an API, formatted in certain structure and presented in a specific data format. From the Fera- tel’s API documentation, we noticed that information will be provided in XML format. And therefore, we started our analysis by creating a mapping to represent the relation between the elements of the Feratel XML elements and the classes of Schema.org including their properties. The original mapping of the Feratel XML elements to Schema.org classes (Toma and Akbar, 2014; Akbar and Toma, 2014a) has been evolved over time, especially the map- ping between “element” and suitable classes available in the selected vocabulary. The cur- rent mapping for information in the category Event, Infrastructure, and Accommodations are shown in Table 4.2.2.2, 4.2.2.2, and 4.2.2.2 respectively.

Table 4.4: The mapping of Event elements to Schema.org

Schema.org No. XML Element Class Property 1 Event Event+ ./Details/Names/Translation name [EventScheduled] eventStatus ./Descriptions/Description description ./Links/Link url 2 Event/Addresses/Address Organization organizer [@Type=‘Organizer’] ./Company name Person employee ./FirstName givenName 4.2 Information Management 65

Schema.org No. XML Element Class Property ./LastName familyName PostalAddress address ./AddressLine1 streetAddress ./Town addressLocality ./ZipCode postalCode ./Country addressCountry ./Phone telephone ./Fax faxNumber ./Email email ./URL url 3 Event/Addresses/Address Place location [@Type=‘Venue|Info’] ./Company name PostalAddress address ./AddressLine1 streetAddress ./Town addressLocality ./ZipCode postalCode ./Country addressCountry ./Phone telephone ./Fax faxNumber ./Email email ./URL url 4 Event/Documents/Document ImageObject image [@Class=‘Image’] ./Names/Translation caption ./URL url 5 Event/Facilities/Facility Offer offers [@Id=‘ADMISSION’] [InStock] availability @Value price [EUR] priceCurrency [] url 6 Event/Details/StartTimes/StartTime [Time] 7 Event/Details/Dates/Date @From‘T’[Time] startDate @To endDate 66 4. Pilots and Use Cases

Table 4.5: The mapping of Infrastructure elements to Schema.org

Schema.org No. XML Element Class Property 1 InfrastructureItem/Details/Topics @Type [Type] ./Topic/@Id [Topic] 2 InfrastructureItem [Topic|Type]+ ./Details/Names/Translation name ./Descriptions/Description description ./Links/Link url 3 InfrastructureItem/Details/Position GeoCoordinates geo @Latitude latitude @Longitude longitude 4 InfrastructureItem/Details/ Open- OpeningHours openingHours ingHours/OpeningHour Specification Specification @TimeFrom opens @TimeTo closes @DateFrom validFrom @DateTo validThrough @[Mon]=true [Monday|Tuesday| dayOfWeek Wednesday|...] 5 InfrastructureItem/Addresses/Address PostalAddress address [@Type=‘InfrastructureExternal’] ./Company name ./AddressLine1 streetAddress ./Town addressLocality ./ZipCode postalCode ./Country addressCountry ./Phone telephone ./Fax faxNumber ./Email email ./URL url 6 InfrastructureItem/Documents/ Docu- ImageObject image ment[@Class=‘Image’] 4.2 Information Management 67

Schema.org No. XML Element Class Property ./Names/Translation caption ./URL url

Table 4.6: The mapping of Accommodation elements to Schema.org

Schema.org No. XML Element Class Property 1 ServiceProvider/Details/Categories/Item [Category] 2 ServiceProvider [Category]+ ./Details/Name name ./Details/CurrencyCode currenciesAccepted ./Descriptions/Description description ./Links/Link url [PRICE-RANGE] priceRange 3 ServiceProvider/Details/Position GeoCoordinates geo @Latitude latitude @Longitude longitude 4 ServiceProvider/Documents/Document ImageObject image [@Class=‘Image’] ./Names/Translation caption ./URL url 5 ServiceProvider/MetaRating AggregateRating aggregateRating @Average ratingValue @Count reviewCount 6 ServiceProvider/Addresses/Address PostalAddress address [@Type=‘Object’] ./Company name ./AddressLine1 streetAddress ./Town addressLocality ./ZipCode postalCode ./Country addressCountry ./Phone telephone ./Fax faxNumber ./Email email 68 4. Pilots and Use Cases

Schema.org No. XML Element Class Property ./URL url 7 ServiceProvider/Details/CreditCards/ CreditCard @Name paymentAccepted 8 ServiceProvider/Services/Service Offer makesOffer ./Details/Name/Translation name ./Descriptions/Description description [InStock] availability ./Products/Product/Details/ Accommo- [Type] dationType ./Products/Product [Type,Product] itemOffered ./Products/Product/Details/Name/ name Translation ./Products/Product/Descriptions/ De- description scription ./Products/Product/Documents/ Docu- ImageObject image ment[@Class=’Image’] ./Products/Product/Documents/ Docu- caption ment[@Class=’Image’]/Names/ Trans- lation ./Products/Product/Documents/ Docu- url ment[@Class=’Image’]/URL ./Products/Product/Details/Occupancy/ QuantitativeValue occupancy Beds ./Products/Product/Details/Occupancy/ maxValue Beds/@Max ./Products/Product/Details/Occupancy/ minValue Beds/@Min ./Products/Product/Details/Occupancy/ value Beds/@Standard ./Details/@Rooms numberOfRooms BedDetails bed ./Details/Bedrooms numberOfBeds ./Products/Product/Price/Range PriceSpecification priceSpecification ./Products/Product/Price/Range/@Pax description ./Products/Product/Price/Range/@From minPrice ./Products/Product/Price/Range/@To maxPrice [CURRENCY] priceCurrency Not all properties’ values can be obtained directly from one to one mapping to the XML elements. Some of them need computational efforts before a value can be obtained. A few entities also need to be handled differently. These special treatments can be explained as follows: 1. For property “priceRange”, which represents price ranges of a business entity, its value 4.2 Information Management 69

will be obtained by seeking the minimum and maximum prices from every offered product. For example, in a hotel, the value for its price range will be determined by the minimum and maximum prices of rooms offered by the hotel.

2. For property “priceCurrency”, which defines a price specification of a product, its value will be determined from the value of property “currenciesAccepted” that represents the accepted currency by a business entity.

3. Values for several properties are predefined. For example, values “EventScheduled”, “InStock” will be automatically assigned to properties “eventStatus” and “availability” due to the analysis that existing event in the system must be scheduled and also rooms should be available.

4. Multiple types need to be assigned to several entities, known as multi-types entities. This situation occurs due to the situation that an entity might covers variety business functions.

The Feratel DMS contains various types of information, but in our current work we con- sider three types only, namely Event, Infrastructure, and Accommodation. After a mapping is obtained for every information type, our next activity was to extract the information spec- ification as shown in Table 4.2.2.2.

Table 4.7: Information specification of Feratel DMS

No. Type Property Range Type 1 [Event Type]+ name Text eventStatus EventScheduled description Text startDate DateTime endDate DateTime url URL organizer Organization location Place image ImageObject offers Offer 2 Organization name Text employee Person address PostalAddress 3 Person 70 4. Pilots and Use Cases

No. Type Property Range Type givenName Text familyName Text 4 PostalAddress streetAddress Text addressLocality Text postalCode Text addressCountry Text telephone Text faxNumber Text email Text url URL 5 Place name Text address PostalAddress 6 ImageObject caption Text url URL 7 Offer availability InStock priceCurrency Text price Number url URL 8 [Infrastructure Type]+ name Text description Text url URL geo GeoCoordinates openingHours- OpeningHours- Specification Specification address PostalAddress image ImageObject 8 GeoCoordinates latitude Number longitude Number 9 OpeningHoursSpecification opens Time closes Time 4.2 Information Management 71

No. Type Property Range Type validFrom DateTime validThrough DateTime dayOfWeek DayOfWeek 10 [Service Provider Type]+ name Text description Text currenciesAccepted Text paymentAccepted Text url URL priceRange Text geo GeoCoordinates image ImageObject aggregateRating AggregateRating address PostalAddress makesOffer Offer 11 AggregateRating ratingValue Number reviewCount Integer 12 Offer name Text description Text availability InStock itemOffered [Product] priceSpecification PriceSpecification 13 [Product] name Text description Text image ImageObject occupancy QuantitativeValue numberOfRooms Number bed BedDetails 14 QuantitativeValue maxValue Number minValue Number value Number 15 BedDetails numberOfBeds Number 72 4. Pilots and Use Cases

No. Type Property Range Type 16 PriceSpecification description Text maxPrice Number minPrice Number priceCurrency Text

The specification is then consumed by a software component that will generate relevant annotations using the desired format. At first, the software component was implemented as a web service that will intercept any request to the Feratel DMS, forward the request to the desired endpoint, get the response and inject the annotation into the response and give it back to the client. In this case, the annotation was injected using Microdata format 9 (Akbar and Toma, 2014b; Akbar et al., 2014e). Unfortunately, the injection modified the original data structure in some cases, and therefore introduced additional works to the client. Lastly, we changed the implementation into a software wrapper that will produce sepa- rated annotations files in the format of JSON-LD. In this case, the annotations will be offered separately that can be consumed by any client without altering the original data structure of DMS (Ackstaller et al., 2016; Akbar et al., 2017b). As the results, we were able to annotate numerous topics of information from the TVB Mayrhofen-Hippach website:

1. Accommodation, information related to accommodation including offered places such as a room that can be rented to stay for a given period.

2. Event, information about events that are happening at a particular time and location.

3. Infrastructure, information which is related to physical businesses or organization, in- cluding places that someone may find interesting (point of interest).

4. Organization, information which is related to the TVB itself, for example, its address and contact point, opening hours, etc.

5. Press-release, information which is related to news article or report including blog posting.

6. Region, information which is related to the region of Mayrhofen Hippach, for example, content about Mayrhofen and its villages, family holiday guides, winter guides, etc.

7. Ski-area, information which is related to ski-area such as ski-resort, ski-lift or slope which currently receives a minimal support in schema.org.

The wrapper runs on a daily basis to create increment annotations where every day, ev- erything that changed in the DMS will be reflected in a new annotation. Until March 2017, we have generated more than 1.6 million triples.

9https://en.wikipedia.org/wiki/Microdata_(HTML) 4.3 Matchmaking Management 73

4.3 Matchmaking Management

After we explained in detail our approach to manage information in the previous section, now we are going to explain our approach to match those uniformly represented information to multiple channels. A matching will be done through rules in the format “IF Conditions THEN Actions” so called publication rules (see Section 3.2.3.1). “Conditions” part will be associated to types and or properties from information and “Actions” part will be associated to a series of activities to publish the information to the selected channels. The main functions of publication rules are: (i) to define which contents will be dissem- inated to which channels and (ii) to define how the dissemination should be performed, for example, to define the order of the dissemination to several channels (Akbar et al., 2014a; Akbar and García, 2014). By comparing content in input and output channels, publication rules can be constructed by answering the following three questions: 1. (Publication Existence) Can we find similar categories in an output channel? If yes, then there is a mapping between the categories to that channel. 2. (Publication Workflow) Is there any data dependency between a channel to other chan- nels? If yes, then the publication to this channel must hold until the publication to the other channels have successfully performed. 3. (Content Transformation) How has been a content presented in a channel? This ques- tion is intended to determine the necessary content transformation for each category to fit it into the channel’s requirements. To show our approach in extracting publication rules from publications history, we use the DMO Innsbruck pilot project as our use case. We started with conducting an analysis on the DMO’s website and DMO’s social media channels, where the website will be used as the source of content (input channel) and the social media channels as the target (output channels). Several relevant information categories for dissemination in DMO’s website were identified as follows: 1. Hotels 2. Food and Drink Establishments 3. Events 4. Trips 5. Place of Interest 6. News Based on this categorization, we answered the three questions mentioned above by compar- ing available information in the input and output channels. In the following sub-sections, we describe our approach to answer those questions. First, we identify and compare content types from input and output channels to detect any publication existence. After that, we identify how an instance of similar content type have been published in different channels to detect any workflow. Then, we identify what information items from each type were published in different channel to detect any applied content adaptation. And finally, we summarize and discuss our approaches for content representation and content to channel alignment. 74 4. Pilots and Use Cases

Table 4.8: The existence mapping of DMO Innsbruck

Channels No. Content Type Facebook Twitter YouTube Blog 1 Hotels ✓ 2 Food and Drink Establishments ✓ ✓ 3 Events ✓ ✓ ✓ ✓ 4 Trips ✓ ✓ ✓ 5 Place of Interest ✓ ✓ ✓ 6 News ✓ ✓ ✓

4.3.1 Analysis of Publication Existence Publication existence represent relation between the content categories in the input channel and output channels. If a similar category is detected in both the website and a social media channel, then we conclude there is a relation between the website and the channel. Table 4.8 shows the existence mapping of DMO Innsbruck, where a few relations were detected be- tween categories and selected channels. Content in all categories have been disseminated to Facebook, to Twitter (except for Hotels and Food and Drink Establishments), to YouTube (except for Hotels), while Blog contains content in category Event only. After the mapping between content to channels is obtained, related publication rules can be constructed from it. The basic format of a publication rule is: IF THEN Publish(, ), meaning if a new is detected in the website then it will be published to the . Each row from the mapping represents one or more rules and can be implemented according to a specific rule language. In our work, we use the Drools Rule Language to show the rules implementation in Drools Rule Engine (see Appendix A). Figure 4.1 contains an example of a rule to publish Events to a Facebook channel. While the model for ‘Event’ is imported from the knowledge base (KB), the ‘chan- nelFacebook’ is a global parameter name declared in KB. import info.innsbruck.model.content.Events; global info.innsbruck.model.channel.Facebook channelFacebook; global info.innsbruck.model.channel.Twitter channelTwitter; rule "Publish Events to Facebook" when i : Event() then insert(Publish(i, channelFacebook); end

Figure 4.1: A rule implementation, constructed from the existence analysis

It is important to mention that the mapping is only indicating the relations between con- tent and channels. It is not representing which items from a content were disseminated to a 4.3 Matchmaking Management 75 channel, as it will be explained later in a sub-section related to analysis of content transfor- mations.

4.3.2 Analysis of Publication Workflows The second question needs to be answered while determining the publication rules is about the publication workflow. If there is a data dependency between two channels, then we have to make sure that publishing a common content to both channels are in a correct order. From our analysis in the DMO Innsbruck, most of the published post messages on Twitter have an URL (link to the detail information) to the Facebook channel. So there is substantial evidence that there is a dependency between Twitter and Facebook where content should be published on Facebook first before published to Twitter. rule "Publish Events to Twitter" when i : Event() f : ItemPublished(i, channelFacebook) then insert(Publish(i, channelTwitter, f.url); end

Figure 4.2: A rule implementation with a workflow

Figure 4.2 shows a rule with wokflow, the rule has a second condition to check if the Event has already been published to the channelFacebook. The rule consequence (to publish the Event to channelTwitter) will be executed only after the publication to channel Facebook has completed (indicated by the fact ItemPublished). In this case, the URL from the publication to Facebook is required to be included as a link in the tweet.

4.3.3 Analysis of Content Transformations The mapping between content to channels shown in Table 4.8 does not indicate which con- tent items are disseminated to each relevant channels. While content could have rich items, a channel has specific requirements that have to follow. The process to transform the content items into an accepted format based on the channel requirements is called content transfor- mation. During our analysis with content in DMO Innsbruck, we found that several transforma- tions have been causing the loss of potentially important items. For example, the posts in the category of Hotels in Facebook channel are only Pictures (no name, location, etc.). A similar case happens to the posts in the category of Food and Drink Establishments. Publications with a similar content were performed differently on every channel, as will be explained in the following sub-sections. In the analysis, textual information will be classified into 3 cate- gories based on their size as follows: (i) Short: below 150 characters, (ii) Medium: between 150 and 500 characters, (iii) Long: more than 500 characters. As mentioned above, we use a website as the input channel and four social media channels at the output. To perform content transformation analysis, we analyzed contents originated 76 4. Pilots and Use Cases in the website that were posted in each output channel. The results of our analyses will be discussed in the following sub-sections, started with the results of analysis of published items on Facebook, then Twitter, YouTube, and Blog.

4.3.3.1 Analysis of Published Items to Facebook Facebook is a social network channel that supports various data including text messages, pictures, videos.

Table 4.9: The result of analysis on published items to Facebook

No. Information Item Type 1 Hotels 1.1 Picture Image 2 Food and Drink Establishments 2.1 Picture Image 3 Events 3.1 Name Text (Short) 3.2 Date DateTime 3.3 Time DateTime 3.4 Place Text (Short) 3.5 Description Text (Medium) 3.6 More URL 3.7 Picture Image 4 Trips 4.1 Place Text (Short) 4.2 Description Text (Medium) 4.3 More URL 4.4 Picture Image 5 Place of Interest 5.1 Name Text (Short) 5.2 Place Text (Short) 5.3 Description Text (Medium) 5.4 More URL 5.5 Picture Image 6 News 6.1 Title Text (Short) 6.2 Description Text (Medium) 4.3 Matchmaking Management 77

No. Information Item Type 6.3 More URL 6.4 Picture Image

4.3.3.2 Analysis of Published Items to Twitter Twitter is a Microblogging channel where the size of submitted text message (tweet) is lim- ited to maximum 140 characters. A post message could also contain an image.

Table 4.10: The result of analysis on published items to Twitter

No. Information Item Type 1 Hotels - - - 2 Food and Drink Establishments - - - 3 Events 3.1 Name Text (Short) 3.2 Date DateTime 3.3 Place Text (Short) 3.4 Description Text (Short) 3.5 More URL 4 Trips 4.1 Name Text (Short) 4.2 Place Text (Short) 4.3 Description Text (Short) 4.4 More URL 5 Place of Interest 5.1 Name Text (Short) 5.2 Description Text (Short) 5.3 More URL 5.4 Picture Image URL 6 News 6.1 Description Text (Short) 6.2 Date DateTime 6.3 Time DateTime 6.4 More URL

4.3.3.3 Analysis of Published Items to YouTube YouTube is a video sharing channel, where the registered users are able to upload a video along with its description. From the description, meta information is extracted such as as the location of a video was taken, user generated description, date, etc. 78 4. Pilots and Use Cases

Table 4.11: The result of analysis on published items to YouTube

No. Information Item Type 1 Hotels - - - 2 Food and Drink Establishments 2.1 Name Text (Short) 2.2 Place Text (Short) 2.3 Offers Text (Short) 2.4 Description Text (Medium) 3 Events 3.1 Name Text (Short) 3.2 Time Text (Short) 3.3 Place Text (Short) 3.4 Description Text (Medium) 4 Trips 4.1 Name Text (Short) 4.2 Place Text (Short) 4.3 Description Text (Medium) 4.4 More URL 5 Place of Interest 5.1 Name Text (Short) 5.2 Place Text (Short) 5.3 Description Text (Medium) 6 News 6.1 Title Text (Short) 6.2 Description Text (Medium)

4.3.3.4 Analysis of Published Items to Blog A blog is a dissemination channel consisting of discrete entries (posts) displayed in chrono- logical order. A post in a blog could cointains Text, Images, Videos and typically provides comment features to its visitors. In the time of this analysis was performed, the DMO Inns- bruck’s Blog was still under preparation and had 2 posts only.

Table 4.12: The result of analysis on published items to Blog

No. Information Item Type 1 Hotels - - - 2 Food and Drink Establishments 4.3 Matchmaking Management 79

No. Information Item Type - - - 3 Events 3.1 Name Text (Short) 3.2 Date Text (Short) 3.3 Time Text (Short) 3.4 Place Text (Short) 3.5 Description Text (Long) 3.6 Picture Images 3.7 Links URL 4 Trips - - - 5 Place of Interest - - - 6 News - - -

Regarding the content transformations, we also received some notes from a social media marketing staff of the DMO Innsbruck as follows: (i) the contents on Facebook are mainly Images, (ii) sharing a post with a link is less popular than a post without a link, (iii) not all images on Facebook are available on the website, (iv) Twitter is suitable to disseminate quick news. This kind of information is also useful to be considered when defining publication rules. Another important aspect in publication rules is how often a rule will be executed from a specific input to a specific output channel. By considering this aspect, a scheduled publication can be arranged automatically. For example, if there is a new incoming Event, then it is most likely a better idea to send out reminder several times to certain channels automatically. In the case of DMO Innsbruck, regular posting to Facebook is 2 posts per day, and the publication to Facebook is synchronized automatically with Twitter, but sometimes an independent Tweet is also required.

4.3.4 Summary

As explained above, we matched content with channels through publication rules. We de- rived publication rules by answering three questions, namely publication existence, publica- tion workflows, and content transformation between input and output channels. In the case of the DMO Innsbruck pilot, publication rules were managed by using Drools Guvnor10, a centralized knowledge repository that provides functionalities to maintain large numbers of rules including rules editor, and tools. Combined with Dacodi11, a software tool for fast and easy multi-channel dissemination, publication rules define several publication contexts, namely what to publish, when to publish, where to publish, and how to publish (Lasierra, 2015).

10http://drools.jboss.org/drools-guvnor 11https://oc.sti2.at/results/software/dacodi 80 4. Pilots and Use Cases rule "Publish BlogPosting to Facebook" when item : BlogPosting() then Channel channel = new Channel("Channel::Facebook::Image::113676951"); GuvnorPublishingRequest fact = new GuvnorPublishingRequest(); fact.setItem(item); fact.setChannel(channel); insert(fact); end rule "Publish Incoming Event to Twitter" when item : Event() eval(DateHelper.overOneWeek(item.startDate, item.endDate)) then Channel channel = new Channel("Channel::Tweet::Image::133355988"); GuvnorPublishingRequest fact = new GuvnorPublishingRequest(); fact.setItem(item); fact.setChannel(channel); insert(fact); end

Figure 4.3: An implementation of publication rules for DMO Innsbruck

Figure 4.3 shows an implementation of publication rules for the DMO Innsbruck pilot project. The first rule was designed to find BlogPosting, and whenever found then a Facebook channel will be initiated where the images from the blog posting will be disseminated to that channel. The second rule was designed to identify incoming events which will be happening from next week to be published to a Twitter channel. Chapter 5 Evaluation

In this chapter, we describe the evaluation of our solution, where two methods of assessment were performed to test our research hypotheses. First, we introduce these two methods of assessment and then explain in detail the procedure and results from each of them. In the end, we summarize and discuss the outcome of this evaluation.

5.1 Introduction

The primary objective of our evaluation is to assess two research hypotheses specified in Section 1.4.1, namely the reduction of manual tasks and the increment of online visibility. In this case, manual tasks refer to all required activities, performed by a human, to publish content to multiple channels. On the other hand, online visibility refers to the overall presence of organizations in various online communication channels, especially search engines and social media channels. We explain each method of assessment in the following sub-sections.

5.1.1 Assessment for the Reduction of Manual Tasks We identified three required tasks to publish content to multiple channels, namely content in- tegration, content distribution, and monitoring of distributed content. Currently, most of these tasks are still performed manually by a human or performed individually within a channel only. We identified a few challenges from each task as follows:

1. Content integration. Content that will be published to multiple channels can be orig- inated from various sources. Every source might use different data format and main- tained by a different organization. Manually collecting every content from every chan- nel would be impossible. 2. Content distribution to multiple channels. To be able to distribute the content to these channels, many software tools have been developed by taking advantages of the avail- able public API from every channel. Content would be entered into a tool, and then the tool should deliver the content to every available channel. The existing tools have been handling some of these activities, but some of them are still performed manually, including identifying which content should be distributed to which channels, in which order multiple publications should be performed and how to deliver specific content to a particular channel. 82 5. Evaluation

3. Monitoring of distributed content in multiple channels. Organizations also would mon- itor and evaluate their content distribution to each channel, where manually monitoring these activities on every channel would be time-consuming.

In our solution, those three manual tasks including individual task performed on every channel should be reduced by automatizing and integrating most of them. In this assessment, we performed the following actions:

1. We developed a mapping-based annotation tool, which consumes a pre-defined map- ping between data structure of content into types and properties of a specific vocabu- lary. The tool generates annotations to be embedded into the original content located in distributed sources. As results, those content will be uniformly represented in a way a solution to overcome the content integration challenges can be achieved.

2. We developed a rule-based system to align content to targeted channels. An alignment depicts content selection regardless of its source, to which channel it will be distributed, in what order multiple publications will be performed, and how to fit content to channel specifications. As results, content distribution to multiple channels can be performed, such that a solution to overcome the content distribution challenges can be achieved.

3. We developed an ontology-based channel model to represent communication activities in multiple channels such that users’ engagements from every channel can be measured uniformly. As results, various types of users engagements can be integrated as a solu- tion to the challenges of content distribution monitoring.

Outcomes of this evaluation include two software tools, deployed for internal use only, and a conceptual model so-called the Multi-Channel Online Communication (MCOC) On- tology1.

5.1.2 Assessment for the Increment of Online Visibility The ultimate goal of our solution is to help organizations or individuals to gain better on- line visibility by maximizing the advantages of multiple online communication channels. Especially in the tourism industry where online visibility is everything, the capability to be present on numerous channels through consistent delivery of high-quality content would significantly increase marketing success of organizations. To assess online visibility of or- ganizations, we performed the following activities:

1. We analyzed the impact of annotated content on a search engine, i.e., Google Search2, where we expected that the search engine would consume and process the annotations to enable special search result features and enhancements. Further, we also analyzed how the search engine did process annotated content through Google’s Search Con- sole3.

1http://vocab.sti2.at/mcoc/ 2https://www.google.com/ 3https://www.google.com/webmasters/tools/ 5.2 Evaluation of Manual Tasks Reduction 83

Figure 5.1: The initial version of our mapping-based annotation tool, offered as a web ser- vice (Akbar and Toma, 2014b)

2. We collaborated with a multi-channel dissemination tool developed by the STI Inns- bruck, so-called Dacodi4, where we tried to automate the decision part of the tool. An intelligent mapping so-called Weaver was developed (Toma et al., 2013a, 2014a) to perform rule-based dissemination to multiple channels. Later on, the Dacodi tool has been developed into a professional software tool named Onlim Tell-it!5.

In the following sub-sections, we describe in detail how each assessment was performed, including the dataset that was used, experimental procedures as well as its results.

5.2 Evaluation of Manual Tasks Reduction

As mentioned above, we targeted the reduction of three manual tasks in this evaluation, namely content integration, content distribution and monitoring of distributed content. We describe each evaluation in the following sub-sections.

5.2.1 Content Integration To reduce manual tasks, i.e., collecting and integrating content from multiple sources, an automatic content annotation tool was developed. A plugin so-called Feratel Plugin (Toma et al., 2014c,b) inspired the tool. The plugin was developed as an extension for the Typo3 CMS6 to insert annotations inside HTML tags of a webpage. The Feratel Plugin is required to be installed on a client side, and since there is numerous version of CMSs that can be used, the plugin had insufficient use cases. A new annotation tool was developed to facilitate multiple version of CMSs. The tool was offered as a web service. Figure 5.1 shows the architecture of this web-service-based

4https://oc.sti2.at/results/software/dacodi 5https://onlim.com 6https://typo3.org/ 84 5. Evaluation

Figure 5.2: The current version of our mapping-based annotation tool (Akbar et al., 2017b) annotator. It works to insert relevant Schema.org types and properties into XML responses received from an API endpoint. The tool comprises two main components:

1. Dispatcher, that is responsible for organizing the communication flow between Client, API, and Annotator. It intercepts a request from Client (1) and then forwards it to the designed API endpoint (2), receives the response (3) and forwards it to the Annotator (4), receives the result from the Annotator (5) and forwards it back to the Client (6).

2. Annotator, that is responsible for annotating any XML input with Schema.org vocab- ulary according to the predefined mapping and producing an annotated XML output.

A simple step is required at a client-side to consume the web service. Instead of pointing to the API directly; a client could use our endpoints to receive an annotated XML response of requested content. We deployed the service during our pilot with the DMO Innsbruck (see Section 4.1.2.1). As results, the structure of output results in XML format produced by the tool would be different with the original format of the XML input in most cases. In this case, a scalability issue was raised because organizations that would consume the service are required to modify their implementations. To overcome this issue, a new version of the tool was developed to produce annotations in JSON-LD format. This format was chosen due to its flexibility to be inserted into any webpage. Figure 5.2 shows the architecture of our current tool for content annotations. For automatic annotation, the domain specifications will be aligned with the API specification to produce a mapping (explained in Section 4.2) to be consumed by the wrapper. The wrapper runs on a daily basis, producing incremental updates. As results, in our pilots with DMOs Mayrhofen, Seefeld, and Fügen (see Section 4.1.2.2), we produced about 1,6 million triples per March 29, 2017. Annotations were dominated by information related to accommodation as shown in Figure 5.3. A full update needs to be performed whenever something changed in the domain specification, mapping, or wrapper implementation. For example, on 17.02.2017 we started to split annotations into multiple languages such that all annotations need to be updated, causing a spike in the total cumulative number of produced triples. 5.2 Evaluation of Manual Tasks Reduction 85

Figure 5.3: The cumulative number of produced triples from our mapping-based annotation tool (Akbar et al., 2017b)

5.2.2 Content Distribution The second manual task that will be reduced is the required effort to distribute content to multiple channels. As mentioned in Section 3.2.3, we utilize a kind of reactive rules so-called publication rules to identify what content should be published to which channel, in what order multiple publications will be performed and how to fit content into a specific channel. While most of the rules can be defined and specified by users manually, we intended to derive some of the rules automatically, especially for the last two objectives: the order of multiple publications (publication flow) and how content will be fitted into channels specification (content adaptation). In the following two sub-sections, we explain how we derive those two types of publication rules (rules for publication flow and content adaptation) automatically based on analysis of publication history of organizations in the tourism industry.

5.2.2.1 Rules Extraction for Publication Flow During our publication rules analysis in the pilot with the DMO Innsbruck (as explained in Section 4.3), we realized that the organization did not distribute their content to multiple channels at once. Instead, it tends to distribute content to a channel first and then to share it to other channels, for example, from blog to Facebook and then share the Facebook post to Twitter. We formalized this situation as publication workflows and provided a possibility to define explicit workflows in our publication rules framework. In this case, the challenge was how to derive these rules for publication flow in a way that multiple publications can be performed effectively, i.e., to improve publication flow across channels. To obtain a solution, we performed an analysis by comparing publication flows of several touristic service providers, namely hotels and restaurants in Austria. The goal of the analysis was to determine how content was disseminated between channels, i.e., to find out the actual publication flow and then identify the optimal flow. The results should provide us a method to improve organization sharing content mechanism across channels. First, we explain how we experimented to measure the improvement of inter-channel content sharing. Then, we discuss two results from the experiment, namely comparison of the source of shared-contents and cost estimation of publishing content from one channel to another. 86 5. Evaluation

Experiment Setup. We collected Facebook accounts of hotels and restaurants from 20 largest cities and towns in Austria7 from Facebook Place8 (maximum number of accounts per city/town is 100). Then we crawled publicly available posts from each account. In total, we collected and generated two datasets consisting of 105,328 posts from 712 accounts of hotels and 194,500 posts from 1591 accounts of restaurants. The complete list of social media accounts used in this experiment is available at Appendix B. To analyze the publication flows from the collected datasets, we employ the following procedures: 1. Identify the “shared content” through field “status_type=shared_story” of a post, where the source of the content is specified in the field “link=...”,

2. For each shared content:

(a) Identify the type of content through field “type”, select “video” or “link” (b) Identify the source of content based on the domain name of it’s “link”. This input channel does not necessarily have to be owned or managed by the service provider itself; it could be owned or managed by other parties for example website of tourist association, independent blog, mass media, etc. (c) Select the top 25 of the source of contents, where a channel must be used as input source for at least twice and used by at least two cities/towns,

3. For each identified input channel, observe the supported type of contents,

4. Estimate the publication costs for each channel,

5. Identify the optimal publication flow which has the minimum publication cost.

Experiment Result: Shared Content Comparison. We use the pre-determined types of content in Facebook (Video, Link) to categorize the types of shared-content, each explained as follows.

Video. Figures 5.4 and 5.5 compare input channels for video used by hotels and restau- rants from each city/town. For hotels, the most popular input channels are YouTube, Face- book, Vimeo, Issuu.com, Puls4.com, and SoundCloud.com. Vienna, , Linz, and are cities with four or more input channels. Salzburg is the first when it comes to using mul- tiple channels (12 channels by hotels and 9 by restaurants). For restaurants, the popular input channels are similar to the hotels. Also, restaurants use the channel: ServusTv.com. The cities with four or more channels are Innsbruck, , and Villach.

Link. Figures 5.6 and 5.7 compare input channels for link for hotels and restaurants respectively. For hotels, the popular social media input channels are Facebook (used by 17 cities), Twitter (used by 13 cities), and YouTube (used by 11 cities). Mass media such as ORF.at, KleineZeitung.at, tourist information sites such as TripAdvisor, HolidayCheck, Booking.com, WeAreAustria.at, Austria.info and touristic service providers such as Arcotel- Hotels.com, StarwoodHotels.com, are all important input channel for hotels. For restaurants,

7https://en.wikipedia.org/wiki/List_of_cities_and_towns_in_Austria 8https://www.facebook.com/places/ 5.2 Evaluation of Manual Tasks Reduction 87

Figure 5.4: Hotels’ input channels for video (Akbar et al., 2016)

Figure 5.5: Restaurant’ input channels for video (Akbar et al., 2016)

Figure 5.6: Hotels’ input channels for link (Akbar et al., 2016) 88 5. Evaluation

Figure 5.7: Restaurant’ input channels for link (Akbar et al., 2016) the top 4 input channels are quite similar to hotels. An Austrian broadcast media ORF.at con- tributes significant content to both hotels and restaurants. DerStandard.at, MeinBezirk.at, KleineZeitung.at are some other examples of input channels from mass media relevant for restaurants. TripAdvisor is the top contributor from tourist related information sites, while McDonalds.at and Losteria.de are additional channels relevant for restaurants.

Experiment Result: Publication Cost Estimation As we have seen in the previous sec- tion, multiple channels were used differently by Austrian touristic service providers (hotel, restaurant). A mixture of knowledge was used to determine how content should flow from one channel to another. We observe this knowledge by estimating the publication costs as follows: 1. Technical cost by determining if the media type of content is supported by the channel (0=supported, 1=not supported). Since Facebook supports all media types including video and link, then the technical cost is 0.

2. Effectiveness cost by determining the difficulty level of required adaptation.

(a) The cost is reduced by 0.25 if a channel provides a widget that can be attached to any other sites (the adaptation is specified by the channel itself), (b) The cost is reduced by 0.25 if a channel provides a Facebook shared button (the adaptation is performed by Facebook, while user could customize it), (c) The cost is reduced by 0.5 if a channel is integrated with a Facebook account (the adaptation if fully performed by Facebook).

3. Social cost by determining the social quality level of the channel:

(a) 0 (social network), (b) 0.25 (mass media), (c) 0.5 (tourism related information site), (d) 0.75 (touristic service providers site). 5.2 Evaluation of Manual Tasks Reduction 89

Figure 5.8: Publication cost estimation of input channels for link (Akbar et al., 2016)

We determined and estimated the cost for each aspect based on our observation on how each aspect is affecting the online visibility of a channel. For example, the social cost for mass media is lower than service provider’s website because it could reach relatively wider audiences (has higher visibility). Figure 5.8 shows estimation results of effectiveness, social and total publication costs from input channels for the link which have been used by hotels and restaurants. The effec- tiveness costs are highly similar with interquartile range (IQR) between 0.25 and 0.75 and the median value of 0.75. Social costs are quite different, for hotels. The IQR is between 0.19 and 0.50 with a median value of 0.25, and for restaurants, the IQR is between 0.00 and 0.25 with a median value of 0.25. This result indicates that restaurants are typically using multiple input channels which have high social quality (less social cost), indicating those channels that bear high probability to be visible socially, for example, social networks and mass media. By computing the total cost with Equation 3.2, we obtain the IQR between 0.17 and 0.33 for both hotels and restaurants, and a median value of 0.25 and 0.29 for hotels and restaurants respectively. For input channels for the link, it seems that the optimal publica- tion flow can be achieved by using input channels that require publication cost in the range 0.17–0.33. A similar procedure was applied to input channels for video, but the number of data items was too small to compare.

5.2.2.2 Rules Extraction for Content Adaptation

To be able to distribute content to as many channels as possible, the content needs to be adapted to every channel requirement. As part of channel management of our multi-channel communication framework, content will be represented into three different representations, namely: textual, hypermedia, and named entity. In this evaluation, transformation to any content will be measured with their effects on the received engagements. We collected transformed content from social media along with their received engage- ments; then we represent each content into the three representations such that their effects can be measured and compared. First, we describe the procedure of our experiment. Then, the source of datasets used in the experiment will be listed. After that, we describe in detail 90 5. Evaluation the obtained results from the performed experiment and a method to validate the experiment. Finally, we discuss our main findings from the experiment.

Experiment Setup. To be able to measure the transformation, we selected content posted on social media channels which were originated from a website, such that we can compare a post or tweet to its origin website as the source. The experiments were performed as follows:

1. Collecting. Posts and tweets from the selected channels were extracted and collected including their user engagement measures (Likes/Comments for Facebook’s posts and Re- tweet and Favorite for Twitter’s tweets). The collecting process was performed by utilizing the Facebook and Twitter APIs.

2. Filtering. The obtained posts/tweets were then filtered, where only posts/tweets orig- inated from website sources are selected. On Facebook they can be identified by the posting type “link” and “video”, where the link to the original sources is available in the property “link”. On Twitter they can be identified through property “urls[]”.

3. Content Representation. Each post/tweet was then represented in textual, hyperme- dia, and named entity. A post consists of several properties, namely message, name, description, picture and link, while a tweet consists of text and urls[].url.

(a) In textual representation, posts/tweets are computed by using Bag-of-Words model9. (b) In hypermedia representation, each media in posts/tweets is detected using Mime Types Detector of Apache Tika10. 5 media types were detected based on the Inter- net media types specified in RFC 204611, namely text, image, audio, video, and application. (c) In named entity representation, we use the Stanford Named Entity Recognizer (NER)12 to detect 7 named entities: Time, Location, Organization, Person, Money, Percent, and Date.

4. The Most Engaged Content Selection. For each representation, posts/tweets are mapped to their engagement measures. The most (or second, third, and so on) engaged contents are then selected.

5. Similarity Computing. The similarity degrees between the selected posts/tweets to their sources can be computed by applying the similar representation in step 3 to the sources.

6. Mapping. The obtained similarity degrees from the most engaged posts/tweets to their sources are then visualized and compared.

Experiment Dataset. In our experiment, we collected the adapted contents from two of the most popular social media platforms (Facebook and Twitter). We selected social media channels from three DMOs from Tyrol, Austria, namely DMO Innsbruck and its Holiday

9https://en.wikipedia.org/wiki/Bag-of-words_model 10http://tika.apache.org 11https://www.ietf.org/rfc/rfc2046.txt 12https://nlp.stanford.edu/software/CRF-NER.shtml 5.2 Evaluation of Manual Tasks Reduction 91

Figure 5.9: Comparison of Facebook’s posts in three representations to the number of likes (Akbar et al., 2015)

Villages13, DMO Osttirol14, and DMO Pillerseetal15. The experiment was performed at the end of December 2014, where 2946 posts from three Facebook channels and 4017 tweets from three Twitter channels were successfully collected. After filtering out the unnecessary posts/tweets (e.g. has no link to the original sources or the URL sources are inaccessible) and make sure the similarity degree for three representations can be computed successfully, at the end we have two datasets for Facebook posts (contains 643 posts) and Twitter tweets (contains 3778 tweets).

Experiment Results. As mentioned above, we obtained two datasets from Facebook and Twitter. After describing the results of content representation analysis from each dataset in the following two paragraphs, we compare the similarity distribution of items from both datasets.

Content Representation Analysis from Facebook Dataset. Figure 5.9 and Figure 5.10 show a comparison between posts in textual, hypermedia and named entity representations to the number of likes and comments. For the likes engagement, the highest average num- ber of likes (>70) was obtained within the range of (32-64], 1 (>52), (4-8] (>84) in textual, hypermedia and named entity representation respectively. For the comments engagement, the highest average number of comments (>1.6) was obtained within the range of (32-64], 1 (>1.03), (12-16] (>1.7) in textual, hypermedia, and named entity representation respec- tively. Both figures show similar patterns for textual and hypermedia representations. Posts with high engagement are spread within a narrower area in hypermedia representation (1-3) compared to the other representations. Posts with more named entities are not necessarily obtaining more engagement.

Content Representation Analysis from Twitter Dataset. Figure 5.11 and Figure 5.12 compare tweets in textual, hypermedia and named entity representations to the number of

13http://www.innsbruck.info/ 14http://www.osttirol.com/ 15http://www.pillerseetal.at/ 92 5. Evaluation

Figure 5.10: Comparison of Facebook’s posts in three representations to the number of com- ments (Akbar et al., 2015)

Figure 5.11: Comparison of Twitter’s tweets in three representations to the number of re- tweets (Akbar et al., 2015) re-tweets and favorites. For re-tweets engagement, the highest average number of re-tweets (>0.38) was obtained within the range of (10-13], 2 (>0.7), 1 (>0.33) in textual, hypermedia, and named entity representation respectively. For favorites engagement, the highest average number of favorites (>0.2) was obtained within the range of (10-13], 2 (>0.49), 1 (>0.18) in textual, hypermedia, and named entity representation respectively. Both figures show similar patterns for each representation. Tweets with high engagement are spread within a narrow area (1-2) in hypermedia representation, wider area (0-5) in named entity representation, and widest area (0-25) in the textual representation.

Similarity Distribution Analysis. Given ranges obtained from both datasets, we were able to compose rules to select the most engaged posts/tweets based on the three content representations as shown at Table 5.1. Of course, the rules can be composed from the second, third, and so on of contents with most engagements. Based on these rules, we selected posts/tweets with most engagements from Facebook (356 posts) and Twitter (1582 tweets) datasets. The similarity degree between each selected post/tweet to its source was then computed and compared. 5.2 Evaluation of Manual Tasks Reduction 93

Figure 5.12: Comparison of Twitter’s tweets in three representations to the number of fa- vorites (Akbar et al., 2015)

Content Representation No. Platform Textual Hypermedia Named Entity 1 Facebook (32-64] 1 (4-8] or (12-16] 2 Twitter (10-13] 2 1

Table 5.1: Rules extracted from the posts and tweets with most engagements (Akbar et al., 2015)

(a) Facebook’s posts with most engagements (b) Twitter’s tweets with most engagements

Figure 5.13: Similarity degree distribution (Akbar et al., 2015) 94 5. Evaluation

Figure 5.14: Comparison of Facebook’s posts from ten hotels to the number of likes (Akbar et al., 2015)

Content Representation No. Platform Textual Hypermedia Named Entity 1 Facebook (48-64] or (96-112] 2-3 (3-6] or (6-9]

Table 5.2: Rules extracted from Facebook’s posts with most engagements of hotel dataset (Akbar et al., 2015)

Figure 5.13a and Figure 5.13b show the similarity degree comparison of the selected posts and tweets to their sources in three content representations. The interquartile ranges for posts are 15-48% (the median is about 33%) in the textual representation, 13-57% (the median is about 30%) in hypermedia representation, and 55-87% (the median is about 72%) in named entity representation. For tweets, the interquartile ranges are 5-23% (the median is about 14%) in the textual representation, 70-85% (the median is about 77%) in hypermedia representation, and 30-85% (the median is about 58%) in named entity representation. Comparing both plots, there are a few strong indications that: 1. In textual representation, the similarity degrees between posts to their sources are largely less than 50% and for tweets even lower (below 30%). Obviously, this case is reasonable since a tweet is limited to a maximum of 140 characters. 2. In hypermedia representation, most of the tweets are highly similar to their sources, compared to the posts. A tweet is typically accompanied by more than one link. 3. In named entity representation, both datasets show a similar distribution, where most of the posts/tweets have a high similarity to their original sources (above 50%).

Experiment Validation. To validate and to prove the usefulness of the proposed eval- uation procedures, we applied the similar procedures to a different dataset. We collected Facebook’s posts from ten hotels located in Austria (see Appendix B) and computed with three representations explained above and compared to the number of likes and comments. The results are shown in Figure 5.14 and Figure 5.15. Based on the comparison results, a rule was composed to select posts with most engage- ments, shown in Table 5.2. The highest number of likes is within the range of (48-64] and 5.2 Evaluation of Manual Tasks Reduction 95

Figure 5.15: Comparison of Facebook’s posts from ten hotels to the number of com- ments (Akbar et al., 2015)

Figure 5.16: Similarity degree distribution of the most engaged Facebook’s posts from hotel dataset (Akbar et al., 2015) the highest number of comments is within the range of (96-112] in the textual representa- tion. In hypermedia representation, the highest number of likes and comments are 3 and 2 respectively. In named entity representation, the highest number of likes is within the range of (3-6] and the highest number of comments is within the range of (6-9]. By using this rule, from 436 posts in this dataset, 262 of them were selected. Figure 5.16 shows the similarity degree distribution of the selected posts. The interquar- tile ranges are 13-49% (the median is about 31%) in textual representation, 28-76% (the median is about 46%) in hypermedia representation, and 54-91% (the median is 76%) in named entity representation. Compared to the first Facebook dataset, the similarity degree distributions in textual and named entity representations are relatively similar. The difference is in hypermedia representation, where median in the hotel dataset is 46%, higher than 30% from the first dataset. This is a strong indication that the hotels are more likely incorporated with more links (images, videos) in their posts.

Discussion. Our main intention is to be able to identify important relations between con- tent adaptations (which are performed by humans) to the user engagement on social media. We constructed the relation by comparing the similarity of posts/tweets and their original 96 5. Evaluation sources to the obtained engagement. First, we selected posts/tweets with most engagements according to three different content representations. Then, the similarity degrees from the se- lected posts/tweets to their original sources are computed and compared. Our main findings are:

1. From the two first datasets, even though the number of tweets is five times more than the number of posts, the average user engagement to the posts is very high: the average number of likes is in range 52-84 and the number of comments is in range 1.03-1.7, while the number of re-tweets is in range 0.33-0.7 and the number of favorites is range 0.18-0.49. It demonstrates that the audiences on the Facebook channel are more active.

2. From two Facebook datasets, we obtained similar patterns in textual and named entity representations but differ in hypermedia representation. This fact validates the useful- ness of using various types of content representations, where datasets can be compared in numerous ways.

5.2.3 Monitoring of Distributed Content The third manual tasks that will be reduced is the required effort to monitor received engage- ments from multiple channels as the impact of content distribution. This is a challenging task because each channel possesses different types of engagement with different notation as well as meaning. Measuring received feedback or engagements from multiple channels requires a systematic solution. Measuring individual engagement of every channel is not effective, and difficult to be managed properly. There are many channels available, and each content in each channel could receive a large number of engagements. As described in Section 3.2.2.2, a communication model was proposed as part of channel management of our framework. In this section, we use the model to evaluate the possibility of integrating user engagements from social media posts of several organizations in the tourism industry. First, we describe our dataset containing multiple types of engagements from numerous social media channels. Then, we provide the procedure for integrating those engagements through a mapping. Fi- nally, we discuss the results of our approach in integrating user engagements across multiple channels.

Experiment Dataset. To construct our dataset, we selected 3 of destination marketing or- ganizations (DMOs) from the region of Tyrol, Austria which has a relatively high number of posts on 5 platforms of social media, namely Facebook, Google+, Pinterest, Twitter, and YouTube. The data collection was performed during December 2016 until January 2017 through public API from each platform, limited to public postings only. In total, we col- lected 9189, 8229, 6055 posts from DMOs Kitzbühel, Ötztal, and Innsbruck respectively.

Experiment Setup. To facilitate the integration, a mapping between multiple types of en- gagements to the proposed communication model was created. The mapping was constructed for every type of engagement. Table 5.3 shows the alignment of user engagements from five platforms to the proposed model, where:

• A row denotes how the related engagement will be represented in three different types of integrated engagements. 5.2 Evaluation of Manual Tasks Reduction 97

Table 5.3: Alignment of user engagements types and multi-channel communication model

Polarity Referred-ability No. Platform Engagement Post Cat. Positive Negative True False 1 Facebook shares ✓ ✓ 2,3,4 comments ✓ ✓ 3 like ✓ ✓ 3 love ✓ ✓ 3 wow ✓ ✓ 3 haha ✓ ✓ 3 sad ✓ ✓ 3 angry ✓ ✓ 3 thankful ✓ ✓ 3 2 Google+ reply ✓ ✓ 3 plusone ✓ ✓ 3 reshare ✓ ✓ 2,3,4 3 Pinterest comment ✓ ✓ 3 repin (save) ✓ ✓ 2,4 4 Twitter favorite ✓ ✓ 3 retweet ✓ ✓ 2,3,4 5 YouTube view ✓ ✓ 1 like ✓ ✓ 3 dislike ✓ ✓ 3 comment ✓ ✓ 3

• For example, if a video on YouTube has n-number of “like”, then according to the mapping we will obtain n-engagements with positive polarity, n-engagements without referred-ability, and n-engagements in category 3 (react).

Experiment Results and Discussion. We limited our analysis to publicly available posts published on 2016. This time range can be defined for any time duration, for example, to analyze engagements during a campaign period. Figure 5.17 shows plots of integrated user engagements for DMOs Kitzbühel, Ötztal, and Innsbruck, where a point in the plots repre- sents a single social media posting. Plots in the first row compare the average number of act polarities (Positive vs. Negative) for each DMO, while in the second row between act referred-abilities (True vs. False). Several interesting results were detected: 1. DMO Innsbruck received a high number of positive polarity engagements as well as negative ones compared to the other DMOs as shown in the top-right plot. 2. DMO Innsbruck received a high number of engagements with referred-ability (most likely comments) comparing to engagements without referred-ability as shown in the bottom-right plot. Figure 5.18 shows plots of integrated user engagements according to four different act categories obtained through the post-oriented categorization described in Sect. 4. In this fig- ure, plots in row and column refer to one DMO and one category respectively. In each plot, 98 5. Evaluation

Figure 5.17: Integrated user engagements (based on act polarity and referred-ability) of DMOs Kitzbühel, Ötztal, Innsbruck (Akbar et al., 2017a)

Figure 5.18: Integrated user engagements (based on post-oriented Categorization) of DMOs Kitzbühel, Ötztal, Innsbruck (Akbar et al., 2017a) 5.3 Evaluation of Online Visibility Increment 99

Figure 5.19: Google Search rich-snippet for an event (Akbar et al., 2017b) x-axis refers to the posts publication dates in chronological order (from the oldest to the most recent one), and y-axis refers to the number of received engagements.

1. For the category “View” (first column), we detected only a couple of spikes16.

2. For “Share” (second column) more spikes were detected where DMO Kitzbühel re- ceived many spikes for its most recent postings (plot in the first row and second col- umn).

3. For category “React” (third column), TVB Innsbruck received more spikes compared to the other for the whole period (plot in the third row and third column).

4. For category “Quote” (last column), plots are relatively similar to plots for “Share” in the second column.

When comparing plots between rows, DMO Kitzbühel (first row) received almost similar spikes for category Share, React, and Quote for its recent posts.

5.3 Evaluation of Online Visibility Increment

Two primary sources could drive online visibility of organizations, namely search engine and social media. We measure the overall visibility by investigated results in a search engine as well as monitor traffics originated from these two sources.

5.3.1 Improvement of Visibility on Search Engine During our pilots with DMOs Mayrhofen, Seefeld and Fügen (see Section 4.1.2.2), we moni- tored Google’s search engine results especially the appearances of rich features and enhance- ments of search results. As shown in Figure 5.19, Google Search was able to show events in a more structured way where the date of an event, as well as its location, will be additionally included in the search results. Google also produces richer and structured information for a hotel as shown in Figure 5.20, where the rating and location for the hotel will be included in a rich card. Further, we use the Google’s Search Console17 to measure how the search engine pro- cessed structured data. We identified the following items:

1. how much time it took to detect the annotated pages,

2. how often the annotated pages were crawled,

16A spike is a vertical line from a point to the base (x-axis) which deviates from the common values. 17https://www.google.com/webmasters/tools/ 100 5. Evaluation

Figure 5.20: Google rich-card preview for a hotel (Akbar et al., 2017b)

Figure 5.21: Google search console for structured data of MusicEvent (Akbar et al., 2017b)

3. how many errors were detected.

As an example, we took the statistics of structured data of “MusicEvent” as shown in Fig- ure 5.21. From more than 300 detected items, 2 days were required for collecting about 220 items (status on 7/13/2017, compared to the status on 7/11/2017). Further, we used the “Last.Checked” history of Google’s search console to measure how often the annotated pages were crawled. From all detected structured data of “LodgingBusiness”, which were crawled for more than 50 times (status on 7/17/2017), the average of crawled frequency was 2 days. And lastly, there was no error detected.

5.3.2 Improvement of Website’s Traffic To evaluate the improvement of traffic generated by search engines and social media, we use the Kaysers.at hotel website as use case (see Section 4.1.1). The hotel was started to use the Onlim Tell-it!, a multi-channel dissemination tool which leverages semantic web technologies as introduced in Section 5.1.2. We use Google Analytics18 primarily to measure

18https://analytics.google.com/ 5.3 Evaluation of Online Visibility Increment 101

Figure 5.22: Overall traffic to Kaysers website before and after deployment (Fensel et al., 2016) the traffic to the website before and after using the tool. The Kaysers hotel began using the tool intensively in July 2015, thus in this evaluation, we collected data of website traffic from May to June 2015 and July to August 2015 as the representation of before and after the deployment of the tool respectively. Both periods fall within the summertime, and the hotel and touristic sector observes the same level of touristic activity. Also, no other extra- curriculum activities, apart from using Onlim Tell-it!, have been performed by the hotel. A hotel which is not using any social media marketing tool has typically one employee spending an average 3h a day on manually managing the hotel social media presence. The tasks performed by such employee include: 1. finding content sources on the web which are relevant to the hotel audience, 2. defining the content of the posts, 3. manually customizing the actual posts to fit in different social media channels, 4. checking feedback on each social media channel. Our approach and tool, Onlim Tell-it!, substantially automate those tasks. The results of our evaluation, explained regarding the overall traffic increase to the hotel’s website, the direct leads to it from social media platforms, and time spent on social media management by the hotel employee, are as follows.

Traffic to Website. Figure 5.22 shows overall traffic to the website during the periods before and after deployment. The number of Sessions has increased by 24.97% (4669 – 6223), Users by 20.63% (3502 – 4412), and Pageviews by 15.80% (25,232 – 29,968). We also collected about 100 of the latest tweets from Kaysers. Then, we identified what kind of social media tools were used to distribute those tweets. Our result shows that 92.1% of tweets were disseminated through Onlim Tell-it!, only about 4.5% were disseminated through the Twitter web client. Thus, the hotel has been clearly and predominantly using Onlim Tell-it!.

Traffic Originated from Social Media. We observed that traffic originated directly from social media, as it has been especially relevant for our multi-channel communication section. The results for Facebook, as the most common channel, are shown in Figure 5.23: the social network sessions created by this platform increased by ca. 40% after the tool deployment i.e., the pilot has been clearly using the set-up. It is also worthwhile to mention that the tool has enabled the Kaysers hotel to engage and bring more visitors from Google+ (an increase of 37.7%) and Twitter (an increase of 100%). These are channels that the hotel was not able to serve extensively before due to time restrictions of marketing staff. Here we expect a further traffic increase from these and other social media channels supported by Onlim Tell-it!. 102 5. Evaluation

Figure 5.23: Comparison of traffic to Kaysers website originating from Facebook (Fensel et al., 2016)

Work Time Spent by the Hotel on Social Media Management. Taking the concrete ex- ample of Hotel Kaysers, they used to spend 2.5 h a day for their social media activities. Since they started using Onlim Tell-it!, they use 1 h only to perform their social media marketing activities.

5.4 Summary

From the results obtained in both methods of evaluation, the proposed multi-channel online communication framework has significantly enhanced the communication of organizations in our pilots. A few significant improvements include: 1. Reducing time spent by a human on social media management by reducing manual tasks in collecting content, distributing content, and monitoring distributed content on multiple channels. Most of these tasks can be performed automatically by utilization of semantic web technologies as follows: (a) Annotation of content with specific vocabulary such that content can be integrated regardless of its source. The annotation process can be performed automatically through a mapping-based annotation tool, flexible enough to accommodate nu- merous information types such as accommodation, event, points of interest, avail- able in a Content Management System or available through a Destination Man- agement System. (b) Content distribution can be performed automatically through rules. Specifying content distribution tasks as publications rules would reduce human efforts to identify which content should be published to which channels at a specific time. The condition part of a rule can be used to filter relevant content, while the action part of the rule would execute a series of tasks to publish the content to a targeted channel. While most of those rules can be defined or modified by users, some rules can be derived automatically from publication history of organizations, namely rules to define publication workflow and content adaptation. Rules for publication flow are intended to coordinate multiple publications to multiple channels. On the other hand, rules for content adaptation are designed to define the optimal way to transform content such that can be optimally published to a specific channel, i.e., receive a higher number of engagements. (c) Reducing time spent to monitor and measure received engagements from multiple channels. Based on the proposed communication model, multiple types of user 5.4 Summary 103

engagements can be represented uniformly such that can be integrated easily to provide a quick overview of activities on multiple platforms at once.

2. Optimizing content dissemination strategy, including flexible publication flow and dy- namic content adaptation. Publication rules also can be used to define a publication flow/order between channels as well as choosing the most appropriate transforma- tion procedure to be applied to input content. While an optimal flow can be identified through the number of required tasks to publish content from a channel to another, the most appropriate transformation can be determined based on the history of ap- plied transformations. For example, to diversify published content in a channel then we should apply different transformations.

Ultimately, the solution was able to increase the online visibility of organizations up to 40%, and at the same time reduce human efforts in managing multiple social media channels for about 1.5 times. Both of our hypotheses were supported. In search engines, the semanti- cally annotated content will be presented more interestingly, visually enhanced for humans as well as to be processed and understood by machines, contributed to the increment of traffic to the organization’s website. In social media, each distributed content would increase in- coming traffic significantly, including new channels that can not be managed appropriately without utilization of semantic web technologies. 104 5. Evaluation Chapter 6 Conclusion and Outlook

The availability of multiple online communication channels has opened an opportunity for organizations to communicate and engage with a wide range of audiences. Especially for organizations in the tourism industry which are still relying mainly on the Internet to reach customers, the potential of those multiple channels should be maximized. Being present on multiple channels is only the first step; the next and most crucial step is to be able to deliver high-quality content that is suitable to the needs of customers on every channel. High-quality content would help customers to have a better understanding of organizations’ products or services as well as increase brand recognition. The challenge lies in how to manage communication to and from those channels effec- tively. What kind of content should be distributed to which channel, when a specific content should be distributed, and most importantly how to distribute a specific content to a particular channel. Spreading content to many channels is not always possible due to technical and non- technical reasons. Every channel possesses different technical specifications (e.g., types of content that can be accepted) and non-technical characteristics (e.g., audience preferences). A proper communication strategy should take these various specifications and characteris- tics into consideration. Also, those specifications and characteristics might evolve, and the strategy should be able to adapt to the evolution. In this work, we proposed a framework to manage multi-channel online communication. The framework consists of three components:

1. Information Management, responsible for gathering information from different sources and represent them into a common information model.

2. Channel Management, responsible for spreading information to designated channels, as well as gather user engagements across channels and represent them into a common multi-channel communication model.

3. Matchmaking mechanism, responsible for matching content to channels based on de- tected changes in information sources and channels.

The framework provides a capability to detect information changes in a multi-channel communication system and react to the changes promptly. Sources of changes are channels that could act as sources of content as well as targets for content distribution. Whenever new content is added to a channel, then the system needs to react to it by making a cer- tain decision and action, for example retrieving the newly added content and publishing it 106 6. Conclusion and Outlook to other channels. Moreover, a communication channel can be added or removed without affecting the whole communication system. We utilize semantic web technologies to realize the framework, especially: 1. Conceptual modeling of content. A common information model was developed to uni- formly representing information available in distributed sources. Schema.org vocabu- lary was used intensively in the model. The model was used to annotate content such that can be integrated regardless of its source. 2. Conceptual modeling of channels. A common communication model was defined to uniformly represent communication activities across channels. Through the model, various types of engagements can be integrated and analyzed. 3. Matchmaking mechanism of content and channel through a rule-based system. The system was developed to align content and channel, where alignments can be speci- fied explicitly through rules. An alignment also can be determined implicitly through the availability of content adaptations or publication flows. The rules provide a conve- nient way to maximize the benefit of communication across channels and at the same time reducing manual human works. The rules have a reactive capability, such that the matching will be aware of any changes in the information sources and channels. We evaluated the framework to several pilots with organizations from the tourism in- dustry, namely a service provider, a destination management organization that manages its content through a content management system, and multiple destination management orga- nizations that operate their content through a destination management information system. We measured two main capabilities of the framework for dealing with multiple channels: 1. Capability to reduce required human tasks in collecting content from distributed sources, distributing content to multiple channels, and monitoring distributed content from mul- tiple channels. 2. Capability to increase the online visibility of organizations by improving online pres- ence on search engines and by bringing more visitors from search engines and social media channels to organizations’ websites as well as across social media channels. Overall, the framework has simplified multi-channel (primarily social media) online com- munication management of organizations. Required time spent can be reduced significantly, and at the same time increased online presences with the consistent publication of content to multiple channels. In the future, the framework should be developed further by integrating all developed tools into a unified multi-channel communication solution as well as the application of the solution on different domains. The integrated content and user engagements can be com- bined and linked with other data (e.g., local news or weather information) to form an online communication knowledge graph. The graph is then can be used to perform more advanced analysis, such as to identify and provide the most relevant content to every channel. The framework also can be advanced further as a recommendation system, where the system makes a few recommendations on what content should be published based on the integrated contents, publication histories as well as received engagements. Moreover, it also can be enhanced with a mechanism of rules learning such that the defined publication rules can dynamically evolve. Bibliography

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Drools is a community open source Business Management System (BRMS), which offers various functionality, including Workbench for rules authoring and management. In this work, we use the Drools rule engine (http://drools.org/) intensively. It is a forward- chaining rules engine, meaning that it is “data-driven”, it is started with a fact that might propagate through rules until a conclusion is obtained.

Figure A.1: High level view of a production rules system

Figure A.1 shows a production rule system, where the facts will be inserted into Working Memory and rules in Production Memory. An Inference Engine consumes both facts and rules, where a Pattern Matcher would match every defined rule against available facts. Then, a set of conflicted rules will be produced and based on the selected rules execution strategy, rules will be fired, which might affecting facts in the Working Memory that could trigger existing rules. This process will be repeated until no more rules are found. rule "name" attributes when LHS then RHS end

Figure A.2: Drools rule format 122 Appendix A. Drools Rules Engine

Figure A.2 shows the format of rules in Drools. A rule must have a unique name and could have a few additional attributes to influence the behavior of the rule. Rules’ conditions will be represented in the Left Hand Side (LHS) part, and actions in the Right Hand Side (RHS) part. The LHS consists of zero or more conditional elements (e.g. constraints). The RHS consists of a list of actions that will be executed whenever conditions in the LHS are hold. Attributes, LHS, and RHS of rules can be explained further as follows:

1. Rule attributes provide a capability to alter the behavior of a rule. A few attributes are available, including:

• no-loop • activation-group • ruleflow-group • dialect • lock-on-active • date-effective • salience • agenda-group • date-expires • auto-focus • duration

2. The LHS contains conditional elements to match against facts. A few elements are available, including:

• Constraint, an expression that returns true or false. For example, an expression Person(age >= 18) would match every fact Person with value of field age bigger or equal to 18. • Operators, to check values of fields. For example: contains, not contains, mem- berOf, soundslike.

3. The primary objective of the RHS is to interact with the Working Memory by inserting, modifying, or deleting facts. A few actions are available, including:

• update(object, handle); • insertLogical(new Something()); • update(object); • delete(handle); • insert(new Something()); • modify (expression) { ... }; Appendix B Social Media Accounts

We analyzed social media posts of several hotels and restaurants located in Austria. To do that, we collected their social media accounts from two platforms, namely Facebook and Twitter. The list of those accounts is available in the following sections, where some accounts might have changed or deleted.

B.1 Facebook Accounts of Hotels

We collected and analyzed posts from Facebook accounts of the following hotels:

No. Name URL 1 25hours Hotel beim MuseumsQuartier https://www.facebook.com/25hoursHotelWien 2 4* Hotel Grizzly Sport & Familien Resort https://www.facebook.com/GrizzlyResort 3 5* Wellnesshotel Salzburgerhof | Zell am https://www.facebook.com/salzburgerhof See - Kaprun | Salzburg | Hotel 4 ACTIVE by Leitner’s|StyleHotel&Spa am https://www.facebook.com/ACTIVEbyLeitners Kitzsteinhorn 5 AMD Touristik - Tours , Airport Transfers https://www.facebook.com/Amdtouristik , Sightseeing and more 6 AMEDIA Hotel Wien https://www.facebook.com/AmediaHotelWien 7 ARCOTEL Kaiserwasser Wien https://www.facebook.com/ARCOTELKaiserwasser 8 ARCOTEL Moser Verdino Klagenfurt https://www.facebook.com/ARCOTELMoserVerdino 9 ARCOTEL Nike Linz https://www.facebook.com/ARCOTELNike 10 A&O Graz Hauptbahnhof https://www.facebook.com/AO.Graz.Hbf 11 A&O Hotel Graz https://www.facebook.com/pages/AO-Hotel-Graz/ 386478111560842 12 A&O https://www.facebook.com/AO.Wien.Hbf 13 ActiLingua Apartment-Hotel*** https://www.facebook.com/actilingua.hotel 14 Adlers Hotel Innsbruck https://www.facebook.com/AdlersHotelInnsbruck 15 Agriturismo Blumenhof Elfi Urlaub am https://www.facebook.com/pages/Agriturismo-Blumenhof-Elfi-Urlaub-am-Bauernhof/ Bauernhof 273182046147914 16 Aktivhotel Gasteiner Einkehr https://www.facebook.com/Aktivhotel.Gasteiner.Einkehr 17 Aldiana Hochkönig https://www.facebook.com/AldianaHochkoenig 18 Alp Art Hotel https://www.facebook.com/pages/Alp-Art-Hotel/ 133487963387402 19 Alpe Adria Golf https://www.facebook.com/pages/Alpe-Adria-Golf/ 200688629969259 20 Alpenadria-Stadthotel Hotel https://www.facebook.com/pages/Alpenadria-Stadthotel-Hotel/ 646314838819009 124 Appendix B. Social Media Accounts

No. Name URL 21 Alpengasthof Waldrast Koralpe https://www.facebook.com/Waldrast 22 Alpenrose / Graf GET GmbH https://www.facebook.com/pages/Alpenrose-Graf-GET-GmbH/ 402201049860276 23 Alphotel Innsbruck https://www.facebook.com/Alphotel.Innsbruck 24 Alphotel Kuhstadl | Mittersill | Salzburger https://www.facebook.com/kuhstadl Land 25 Alpin rentals https://www.facebook.com/alpinrentals 26 AlpineResort Zell am See https://www.facebook.com/alpineresort.zellamsee 27 Alpinresort Damüls https://www.facebook.com/AlpinresortDamuls 28 Alte Post Grossarl https://www.facebook.com/altepostgrossarl 29 Altstadt Hotel, Heidelberg https://www.facebook.com/pages/Altstadt-Hotel-Heidelberg/ 148911965169051 30 Altstadthaus https://www.facebook.com/Altstadthaus 31 Amadeus Pension https://www.facebook.com/amadeusbaden 32 Ambiente https://www.facebook.com/pages/Ambiente/109717902442464 33 Amedia Hotel GmbH https://www.facebook.com/pages/Amedia-Hotel-GmbH/ 449666788409338 34 Amedia Hotel Graz https://www.facebook.com/amediagraz 35 Amedia Luxury Suites Graz https://www.facebook.com/pages/Amedia-Luxury-Suites-Graz/ 386346171543374 36 Apart Hotel Adler https://www.facebook.com/aparthotel.adler 37 Apart-Hotel Waidmannsheil in Kaprun https://www.facebook.com/pages/Apart-Hotel-Waidmannsheil-in-Kaprun/ 120272841350792 38 Apartment Deluxe Linz - Ferienwohnung https://www.facebook.com/apartmentlinz 39 Apartment Denk https://www.facebook.com/pages/Apartment-Denk/ 113510575376174 40 Apartment Graz / Austria https://www.facebook.com/pages/Apartment-Graz-Austria/ 159737274049169 41 Appartementhaus Blümel https://www.facebook.com/pages/Appartementhaus-Bl%C3% BCmel/169301279776224 42 Appartementhaus Schesaplana Damüls https://www.facebook.com/pages/Appartementhaus-Schesaplana-Dam% C3%BCls/789195091163311 43 Appartements Alpha Graz https://www.facebook.com/Appartements.Alpha.Graz 44 Appartements Diagonal https://www.facebook.com/pages/Appartements-Diagonal/ 154365547953531 45 Apparthotel Die Familien-Residenz https://www.facebook.com/pages/Apparthotel-Die-Familien-Residenz/ 200440429967834 46 Appartment Graz Zentrum https://www.facebook.com/appartments.graz.zentrum 47 Arion Cityhotel Vienna https://www.facebook.com/ArionCityHotel 48 Arnes Hotel & Restaurant Vienna https://www.facebook.com/ArnesVienna 49 Art & Sport Hotel https://www.facebook.com/theartandsporthotel 50 At the Park Hotel https://www.facebook.com/AtTheParkHotel 51 Atlantis Hotel Vienna https://www.facebook.com/atlantis.hotel.vienna 52 Augartenhotel art & design https://www.facebook.com/pages/Augartenhotel-art-design/ 157517657730534 53 Austria Classic Hotel BinderS Innsbruck https://www.facebook.com/BinderSInnsbruck 54 Austria Classic Hotel Wolfinger https://www.facebook.com/pages/Austria-Classic-Hotel-Wolfinger/ 217745381082 55 Austria Trend Hotel Linz https://www.facebook.com/pages/Austria-Trend-Hotel-Linz/ 216202298393694 56 Austria Trend Hotel St.Pölten https://www.facebook.com/pages/Austria-Trend-Hotel-StP% C3%B6lten/139631726102707 57 Austria Trend Hotel, Graz https://www.facebook.com/pages/Austria-Trend-Hotel-Graz/ 210334372324200 58 BEST WESTERN PLUS Hotel Leipziger https://www.facebook.com/leipzigerhof.innsbruck Hof**** 59 B&B Graz https://www.facebook.com/BedAndBreakfastGraz 60 Bachgasslhof **** https://www.facebook.com/pages/Bachgasslhof-/ 163226660393892 B.1 Facebook Accounts of Hotels 125

No. Name URL 61 Bambergsaal Parkhotel Villach https://www.facebook.com/pages/Bambergsaal-Parkhotel-Villach/ 191995357506977 62 Basic Hotel Innsbruck https://www.facebook.com/basichotel 63 Bauernhof https://www.facebook.com/pages/Bauernhof/629654607120522 64 Bauernwirt Gasthaus & Hotel https://www.facebook.com/bauernwirt 65 Bergdorf Priesteregg https://www.facebook.com/priesteregg 66 Berggasthof Elsenalpstube https://www.facebook.com/pages/Berggasthof-Elsenalpstube/ 208006265926942 67 Berggasthof Schüttalm https://www.facebook.com/schuettalm 68 Berghotel Rudolfshütte-Weißsee https://www.facebook.com/Berghotel.Rudolfshuette Gletscherwelt 69 Bergidyll Alpenhof in St. Johann- https://www.facebook.com/hotel.alpenhof.alpendorf Alpendorf 70 Best Western Hotel Drei Raben https://www.facebook.com/pages/Best-Western-Hotel-Drei-Raben/ 128332993906146 71 Best Western Hotel Römerhof, Innsbruck https://www.facebook.com/pages/Best-Western-Hotel-R%C3% B6merhof-Innsbruck/194048270637854 72 Best Western PLUS Central Hotel Leon- https://www.facebook.com/CentralHotelLeonhard hard 73 Best Western Plus Hotel Das Tigra https://www.facebook.com/hotel.tigra 74 Best Western Plus Hotel Restaurant Gold- https://www.facebook.com/pages/Best-Western-Plus-Hotel-Restaurant-Goldener-Adler/ ener Adler 136792336388308 75 Best Western Premier Harmonie Vienna https://www.facebook.com/BEST.WESTERN.PREMIER.Harmonie. Vienna 76 Best Western Premier Hotel Weisses https://www.facebook.com/pages/Best-Western-Premier-Hotel-Weisses-Kreuz/ Kreuz 597100056988761 77 Biohotel Alpengasthof Wolfgruber, Kärn- https://www.facebook.com/pages/Biohotel-Alpengasthof-Wolfgruber-K% ten C3%A4rnten/248393379401 78 Blackrock Careers https://www.facebook.com/blackrockcareers 79 Blumenhotel https://www.facebook.com/pages/Blumenhotel/ 195779493773610 80 Boutique Hotel Hauser https://www.facebook.com/pages/Boutique-Hotel-Hauser/ 107585219260566 81 Boutiquehotel Stadthalle https://www.facebook.com/Boutiquehotel.Stadthalle 82 Bregenz Mercure Hotel / Casino https://www.facebook.com/pages/Bregenz-Mercure-Hotel-Casino/ 411570605556654 83 Buergerhaus-Salmeyer https://www.facebook.com/BuergerhausSalmeyer 84 Bärbl Pension https://www.facebook.com/pages/B%C3%A4rbl-Pension/ 188268491212686 85 Bödele Alpenhotel https://www.facebook.com/BoedeleAlpenhotel 86 Camping Seehof https://www.facebook.com/pages/Camping-Seehof/ 457784907720287 87 Casinó Korona-Kranjska Gora () https://www.facebook.com/pages/Casin%C3% B3-Korona-Kranjska-Gora-Slovenia/187919767910854 88 Central Hotel Löwen https://www.facebook.com/CentralHotelLoewen 89 City Hotel https://www.facebook.com/pages/City-Hotel/ 151829854995056 90 City Hotel 4* https://www.facebook.com/pages/City-Hotel-4/ 247724195242980 91 City Hotel Klagenfurt zum Domplatz https://www.facebook.com/cityhotelklu 92 City Hotel St. Pölten https://www.facebook.com/pages/City-Hotel-St-P%C3% B6lten/423190171071795 93 Cityhotel D&C https://www.facebook.com/cityhotel.dc 94 Cityhotel Schwarzer Bär *** https://www.facebook.com/pages/Cityhotel-Schwarzer-B%C3% A4r-/10150102090725411 95 Club Kitzsteinhorn ....the youth paradise https://www.facebook.com/theyouthparadise 96 Club-Landskron https://www.facebook.com/pages/Club-Landskron/ 122911977805734 97 Clubhotel Götzens https://www.facebook.com/pages/Clubhotel-G%C3%B6tzens/ 105446406201092 126 Appendix B. Social Media Accounts

No. Name URL 98 Cordial Hotels https://www.facebook.com/cordialhotels 99 Courtyard Linz https://www.facebook.com/CourtyardLinz 100 Courtyard by Marriott Wien Messe https://www.facebook.com/courtyard.wien.messe 101 Crowne Plaza Salzburg - The Pitter https://www.facebook.com/Pitter.Salzburg 102 Dachhotel Atrigon**** Klagenfurt https://www.facebook.com/dachhotel 103 Das Alpenhaus Kaprun Hotel https://www.facebook.com/alpenhaus.kaprun 104 Das Alpenwelt Resort https://www.facebook.com/alpenwelt.resort 105 Das Capri https://www.facebook.com/dascapri 106 Das Domizil https://www.facebook.com/DasDomizil 107 Das Testhotel https://www.facebook.com/pages/Das-Testhotel/ 204425692951053 108 Das Weitzer - Graz https://www.facebook.com/hotelweitzer 109 Das Wirtshaus Greiner https://www.facebook.com/daswirtshausgreiner 110 Daxlueg - Das kleine Paradies hoch über https://www.facebook.com/Daxlueg Salzburg 111 De Berghut https://www.facebook.com/deBerghut 112 Der Stoffbauer Wirtshaus & Hotel https://www.facebook.com/pages/Der-Stoffbauer-Wirtshaus-Hotel/ 256771057761953 113 Der Wilhelmshof https://www.facebook.com/DerWilhelmshof 114 Derag Livinghotel Kaiser Franz Joseph https://www.facebook.com/pages/Derag-Livinghotel-Kaiser-Franz-Joseph/ 202664893195799 115 Die Ferienwohnung in Graz https://www.facebook.com/pages/Die-Ferienwohnung-in-Graz/ 145840932153086 116 Do Step Inn https://www.facebook.com/DoStepInn 117 Domizil Familiär Graz https://www.facebook.com/pages/Domizil-Famili%C3% A4r-Graz/477177175744410 118 Dorint Vital&Spa Hotel, Seefeld https://www.facebook.com/pages/Dorint-VitalSpa-Hotel-Seefeld/ 165523166801988 119 Duschel Apartments https://www.facebook.com/duschelapartments 120 EB Hotel Messe Salzburg https://www.facebook.com/ebhotel 121 Ebner’s Waldhof am See https://www.facebook.com/waldhof.fuschl 122 Engel Feldkirch https://www.facebook.com/engelfeldkirch 123 Enziana Hotel Vienna https://www.facebook.com/enzianahotelvienna 124 Erlebnis Therme Thermenhotel https://www.facebook.com/pages/Erlebnis-Therme-Thermenhotel-Karawankenhof-GmbH/ Karawankenhof GmbH 204340589580875 125 Etap Hotel Graz City https://www.facebook.com/pages/Etap-Hotel-Graz-City/ 201151593229457 126 Eventlocation Amedia Hotel Wels https://www.facebook.com/pages/Eventlocation-Amedia-Hotel-Wels/ 187736341425851 127 Falken - Das Stadthotel in Bregenz https://www.facebook.com/StadthotelFalken 128 Falkensteiner Asia & Spa Leoben https://www.facebook.com/pages/Falkensteiner-Asia-Spa-Leoben/ 313131342115267 129 Falkensteiner Hotel Wien Margareten https://www.facebook.com/pages/Falkensteiner-Hotel-Wien-Margareten/ 408435372591118 130 Falkensteiner Hotel & Resort https://www.facebook.com/pages/Falkensteiner-Hotel-Resort/ 155725384487236 131 Falkensteiner Hotels & Residences https://www.facebook.com/falkensteiner.hotels.residences 132 Familiencamping Poglitsch https://www.facebook.com/pages/Familiencamping-Poglitsch/ 456531007705123 133 Familienhotel Sonngastein https://www.facebook.com/sonngastein 134 Familienresort Ellmauhof - Das Feriengut https://www.facebook.com/ellmauhof 135 Ferienhaus ”Waldesruh” https://www.facebook.com/pages/Ferienhaus-Waldesruh/ 179353558799615 136 Ferienwohnungen Haus Kattin https://www.facebook.com/pages/Ferienwohnungen-Haus-Kattin/ 156591614394151 137 Fesslerhof https://www.facebook.com/pages/Fesslerhof/ 128541213883831 138 Fewo-Koralpe https://www.facebook.com/pages/Fewo-Koralpe/ 362429990442907 B.1 Facebook Accounts of Hotels 127

No. Name URL 139 Fleming’s Deluxe Hotel Wien-City https://www.facebook.com/flemingswiencity 140 Fleming’s Hotel Wien-Westbahnhof https://www.facebook.com/flemingswestbahnhof 141 Four Points by Sheraton Panoramahaus https://www.facebook.com/pages/Four-Points-by-Sheraton-Panoramahaus-Dornbirn/ Dornbirn 121541337870409 142 Fremdenzimmer Graz https://www.facebook.com/pages/Fremdenzimmer-Graz/ 1376145819378113 143 Frühstückspension Hammerschmid https://www.facebook.com/pages/Fr%C3%BChst%C3% BCckspension-Hammerschmid/101221336655731 144 Frühstückspension Jahrbacher https://www.facebook.com/pension.jahrbacher 145 Frühstückspension Waltraud https://www.facebook.com/pages/Fr%C3%BChst%C3% BCckspension-Waltraud/149064245153277 146 Fussballplatz Edelweiss https://www.facebook.com/pages/Fussballplatz-Edelweiss/ 173305946052263 147 GIG - Bar&Cafe im Lindner Seepark Hotel https://www.facebook.com/pages/GIG-BarCafe-im-Lindner-Seepark-Hotel/ 133084376764541 148 Garni Hotel Sonne https://www.facebook.com/pages/Garni-Hotel-Sonne/ 164275109004 149 Garni Sohler https://www.facebook.com/pages/Garni-Sohler/ 191420500889263 150 Garni Technikerhaus https://www.facebook.com/pages/Garni-Technikerhaus/ 160252160694671 151 Gartenhotel Altmannsdorf https://www.facebook.com/GartenhotelAltmannsdorf 152 Gasthaus Irger - Knödelwirt https://www.facebook.com/pages/Gasthaus-Irger-Kn%C3% B6delwirt/790555107717999 153 Gasthof Bacher https://www.facebook.com/GasthofHotelBacher 154 Gasthof Dreiländerblick https://www.facebook.com/pages/Gasthof-Dreil%C3% A4nderblick/287270908446 155 Gasthof Ebner https://www.facebook.com/pages/Gasthof-Ebner/ 147907488603239 156 Gasthof Hotel Lamm https://www.facebook.com/pages/Gasthof-Hotel-Lamm/ 149752045133816 157 Gasthof Hotel Stockinger https://www.facebook.com/pages/Gasthof-Hotel-Stockinger/ 203415873022123 158 Gasthof Innbrücke https://www.facebook.com/innbruecke 159 Gasthof Joainig https://www.facebook.com/pages/Gasthof-Joainig/ 204888199526317 160 Gasthof Krall https://www.facebook.com/pages/Gasthof-Krall/ 467865369923878 161 Gasthof Krönele GmbH - Gasthof Krönele https://www.facebook.com/pages/Gasthof-Kr%C3% B6nele-GmbH-Gasthof-Kr%C3%B6nele/157164487669966 162 Gasthof Martinek https://www.facebook.com/gasthofmartinek 163 Gasthof Neuwirt Kressnig https://www.facebook.com/pages/Gasthof-Neuwirt-Kressnig/ 398891356893150 164 Gasthof Pension Neuwirth - Galle https://www.facebook.com/pages/Gasthof-Pension-Neuwirth-Galle/ 201477956531536 165 Gasthof Pöchhacker https://www.facebook.com/gasthofamwiesenberg 166 Gasthof Rothmayr https://www.facebook.com/pages/Gasthof-Rothmayr/ 300214913353998 167 Gasthof Schaber https://www.facebook.com/pages/Gasthof-Schaber/ 200272299985802 168 Gasthof Zum Greif, Leoben https://www.facebook.com/pages/Gasthof-Zum-Greif-Leoben/ 416894121724834 169 Gasthof zur Post, Fleischhauerei Leo https://www.facebook.com/pages/Gasthof-zur-Post-Fleischhauerei-Leo-Salcher/ Salcher 202440719766837 170 Gasthof-Hotel Höchschmied https://www.facebook.com/pages/Gasthof-Hotel-H%C3% B6chschmied/190789950954243 171 Gasthof-Pension Eggerhof https://www.facebook.com/pages/Gasthof-Pension-Eggerhof/ 156699211051543 172 Gasthof-Pension Gabriele https://www.facebook.com/pages/Gasthof-Pension-Gabriele/ 196670917029443 173 Gasthof-Pension Matt https://www.facebook.com/pages/Gasthof-Pension-Matt/ 157423844312148 128 Appendix B. Social Media Accounts

No. Name URL 174 Gasthof-Pension Schöpf Albin https://www.facebook.com/pages/Gasthof-Pension-Sch%C3% B6pf-Albin/173997369313465 175 Gasthof-Pension Ölberger https://www.facebook.com/GasthofPensionOelberger 176 Gastrogoodwork https://www.facebook.com/pages/Gastrogoodwork/ 1480389568910982 177 Gemüsebauernhof Flucher-Plaschg https://www.facebook.com/pages/Gem%C3% BCsebauernhof-Flucher-Plaschg/323047557734834 178 Globo Plaza https://www.facebook.com/globo.plaza.villach 179 Goldenes Dachl Linz https://www.facebook.com/goldenesdachllinz 180 Grafenberg Resort https://www.facebook.com/GrafenbergResort 181 Grand Hotel Europa Innsbruck https://www.facebook.com/pages/Grand-Hotel-Europa-Innsbruck/ 498889663479257 182 Grand Hotel Sauerhof https://www.facebook.com/grandhotelsauerhof 183 Grand Hotel Zell Am See https://www.facebook.com/pages/Grand-Hotel-Zell-Am-See/ 113851708675439 184 Grand Media Hotel Villach https://www.facebook.com/pages/Grand-Media-Hotel-Villach/ 135833883149279 185 Grand Media Hotel Villach. Besser ist https://www.facebook.com/pages/Grand-Media-Hotel-Villach-Besser-ist-mehr/ mehr 148573835203718 186 Grauer baer hotel, Insbruck https://www.facebook.com/pages/Grauer-baer-hotel-Insbruck/ 175417175807070 187 Graz Appartement https://www.facebook.com/pages/Graz-Appartement/ 539726282715555 188 Greenrooms https://www.facebook.com/pages/Greenrooms/ 136302966415470 189 Griechenland https://www.facebook.com/pages/Griechenland/ 358578620890160 190 Grocholl Apartments https://www.facebook.com/grocholl 191 Gut Weissenhof https://www.facebook.com/gut.weissenhof 192 Gut Wenghof - Family Resort Werfen- https://www.facebook.com/gutwenghof weng 193 Gutshof Zillertal https://www.facebook.com/gutshofzillertal 194 Gutwinski Hotel https://www.facebook.com/GutwinskiHotel 195 Gästehaus Aquilin St. Pölten https://www.facebook.com/pages/G%C3% A4stehaus-Aquilin-St-P%C3%B6lten/193896470631238 196 Gästehaus Einzinger https://www.facebook.com/pages/G%C3%A4stehaus-Einzinger/ 202845306394788 197 Gästehaus Juen https://www.facebook.com/pages/G%C3%A4stehaus-Juen/ 203912816291016 198 Gästehaus Lechner https://www.facebook.com/pages/G%C3%A4stehaus-Lechner/ 128398253898507 199 Gästehaus Schneider https://www.facebook.com/pages/G%C3%A4stehaus-Schneider/ 112989488724807 200 Gästehaus Zechner - Cafe - Restaurant https://www.facebook.com/pages/G%C3% A4stehaus-Zechner-Cafe-Restaurant/193844657303075 201 Gästehaus & Hotel-Pension zum Gmoana https://www.facebook.com/pages/G%C3% A4stehaus-Hotel-Pension-zum-Gmoana/191712597517571 202 HB1 Hotels https://www.facebook.com/hb1hotels 203 HOBSIcom https://www.facebook.com/HOBSIcom 204 HOTEL REGINA https://www.facebook.com/hotelreginawien 205 Harry’s Home https://www.facebook.com/pages/Harrys-Home/ 132740090131970 206 Harry’s Home Austria https://www.facebook.com/pages/Harrys-Home-Austria/ 235792166481928 207 Harrys Home Hotel https://www.facebook.com/pages/Harrys-Home-Hotel/ 136815183056770 208 Haus Döbling (Base19) https://www.facebook.com/base19 209 Haus Edith https://www.facebook.com/pages/Haus-Edith/ 196783363684443 210 Haus Hirt - Alpine Spa Hotel https://www.facebook.com/HausHirt.Gastein 211 Haus Olga https://www.facebook.com/pages/Haus-Olga/144070188990371 B.1 Facebook Accounts of Hotels 129

No. Name URL 212 Haus Sophie https://www.facebook.com/pages/Haus-Sophie/ 180048015372973 213 Haus Ulrich https://www.facebook.com/pages/Haus-Ulrich/ 112790328798905 214 Haus der Geriatrie https://www.facebook.com/pages/Haus-der-Geriatrie/ 143054222425255 215 Haus der Kunst https://www.facebook.com/pages/Haus-der-Kunst/ 184451014924970 216 Hauserbauer - Ihr Hotel in Gastein https://www.facebook.com/hauserbauer 217 Hecher https://www.facebook.com/pages/Hecher/194033823964581 218 Heimgartl Hotel https://www.facebook.com/pages/Heimgartl-Hotel/ 433837536651836 219 Hilton Casino Innsbruck https://www.facebook.com/pages/Hilton-Casino-Innsbruck/ 233526220011771 220 Hilton Hotels in Austria https://www.facebook.com/hiltonhotelsaustria 221 Holiday Inn Villach ...you get more! https://www.facebook.com/holidayinn.villach 222 Holiday Inn Villach,Austria https://www.facebook.com/pages/Holiday-Inn-VillachAustria/ 234584053311406 223 Holidays in Austria https://www.facebook.com/pages/Holidays-in-Austria/ 208735272478966 224 Hollmann Beletage https://www.facebook.com/hollmannbeletage 225 Holzhotel Forsthofalm https://www.facebook.com/forsthofalm 226 Hostel Ruthensteiner https://www.facebook.com/hostelruthensteiner 227 Hote Pension Mariazellerhof https://www.facebook.com/pages/Hote-Pension-Mariazellerhof/ 236311916428604 228 Hotel + Gasthof Klinglhuber https://www.facebook.com/Hotel.Gasthof.Klinglhuber 229 Hotel - Zimmer https://www.facebook.com/pages/Hotel-Zimmer/ 195920627104716 230 Hotel ...mein Neubergerhof https://www.facebook.com/neubergerhof 231 Hotel 5 Elements Graz https://www.facebook.com/pages/Hotel-5-Elements-Graz/ 118814808174799 232 Hotel Academia Graz https://www.facebook.com/pages/Hotel-Academia-Graz/ 153921607998752 233 Hotel Admiral am Kurpark https://www.facebook.com/hoteladmiralamkurpark 234 Hotel Alexandra**** & Hotel Bayrischer https://www.facebook.com/HotelAlexandraundHotelBayrischerHof Hof*** in Wels, Austria 235 Hotel Alpenfriede https://www.facebook.com/pages/Hotel-Alpenfriede/ 175398602509790 236 Hotel Alpenrose https://www.facebook.com/pages/Hotel-Alpenrose/ 194144210622739 237 Hotel Alpenrose Ebnit https://www.facebook.com/HotelAlpenroseEbnit 238 Hotel Alpenschlössl Alpendorf https://www.facebook.com/hotel.alpenschloessl.alpendorf 239 Hotel Alpin Juwel ****Superior | Saalbach https://www.facebook.com/alpinjuwel Hinterglemm 240 Hotel Alpina Deluxe - Obergurgl - Solden https://www.facebook.com/pages/Hotel-Alpina-Deluxe-Obergurgl-Solden/ 173205716048181 241 Hotel Alpina & Hotel Tauernblick https://www.facebook.com/hotelalpina 242 Hotel Alpine Palace https://www.facebook.com/HotelAlpinePalace 243 Hotel Alpinpark https://www.facebook.com/pages/Hotel-Alpinpark/ 151185231607723 244 Hotel Alt Wien - St.Pölten https://www.facebook.com/HotelAltWien 245 Hotel Alte Post https://www.facebook.com/pages/Hotel-Alte-Post/ 144315928965870 246 Hotel Alter Telegraf https://www.facebook.com/pages/Hotel-Alter-Telegraf/ 143943675669390 247 Hotel Altstadt Vienna https://www.facebook.com/Altstadt.Vienna 248 Hotel Am Konzerthaus - MGallery Collec- https://www.facebook.com/MGalleryHotelamkonzerthaus tion 249 Hotel Andreas Hofer https://www.facebook.com/pages/Hotel-Andreas-Hofer/ 196296790402857 130 Appendix B. Social Media Accounts

No. Name URL 250 Hotel Anker https://www.facebook.com/pages/Hotel-Anker/ 145614138909822 251 Hotel Apartments Klimt https://www.facebook.com/Hotel.Apartment.Klimt.Wien 252 Hotel Aragia Klagenfurt https://www.facebook.com/pages/Hotel-Aragia-Klagenfurt/ 213521778661731 253 Hotel Astoria***** https://www.facebook.com/pages/Hotel-Astoria/ 159089100796461 254 Hotel Augarten https://www.facebook.com/pages/Hotel-Augarten/ 196307667075580 255 Hotel Austria Trend Hotel Schillerpark https://www.facebook.com/pages/Hotel-Austria-Trend-Hotel-Schillerpark-Linz-Reviews/ Linz Reviews 151977014935864 256 Hotel Bacher Asitzstubn https://www.facebook.com/HotelBacherAsitzstubn 257 Hotel Beethoven Wien https://www.facebook.com/hotelbeethovenwien 258 Hotel Bergheimat https://www.facebook.com/Hotel.Bergheimat 259 Hotel Bierwirt https://www.facebook.com/HotelBierwirt 260 Hotel Birgkarhaus https://www.facebook.com/BirgkarhausHotel 261 Hotel Bischof https://www.facebook.com/pages/Hotel-Bischof/ 626421704079600 262 Hotel Bokan https://www.facebook.com/pages/Hotel-Bokan/ 533368080046677 263 Hotel Bristol, Vienna https://www.facebook.com/hotelbristolvienna 264 Hotel Bären https://www.facebook.com/pages/Hotel-B%C3%A4ren/ 134017783375572 265 Hotel Büchel https://www.facebook.com/pages/Hotel-B%C3%BCchel/ 196135203749464 266 Hotel Café Aldershoff Wolfsberg https://www.facebook.com/hotel.cafe.aldershoff.wolfsberg 267 Hotel Centercourt https://www.facebook.com/pages/Hotel-Centercourt/ 143446845719435 268 Hotel Central - Bregenz https://www.facebook.com/pages/Hotel-Central-Bregenz/ 178094005576723 269 Hotel Central - Innsbruck, Østrig https://www.facebook.com/pages/Hotel-Central-Innsbruck-% C3%98strig/327576917280129 270 Hotel Central Innsbruck https://www.facebook.com/HotelCentralInnsbruck 271 Hotel Charlotte https://www.facebook.com/HotelCharlotte 272 Hotel City Karin Strickner GmbH Villach https://www.facebook.com/pages/Hotel-City-Karin-Strickner-GmbH-Villach/ 172291801695 273 Hotel City Villach https://www.facebook.com/pages/Hotel-City-Villach/ 277323799051412 274 Hotel Concordia https://www.facebook.com/pages/Hotel-Concordia/ 193072877380151 275 Hotel Congress https://www.facebook.com/pages/Hotel-Congress/ 179330055444781 276 Hotel Corvinus https://www.facebook.com/pages/Hotel-Corvinus/ 252568157006 277 Hotel Courtyard by Marriott Linz Reviews https://www.facebook.com/pages/Hotel-Courtyard-by-Marriott-Linz-Reviews/ 414461888620527 278 Hotel Daniel Vienna https://www.facebook.com/HotelDanielVienna 279 Hotel Das Seekarhaus https://www.facebook.com/das.seekarhaus 280 Hotel Der Waldhof - Zell am See https://www.facebook.com/derwaldhof 281 Hotel Deutschmann https://www.facebook.com/hotel.deutschmann.bregenz 282 Hotel Dollinger GmbH https://www.facebook.com/hotel.dollinger 283 Hotel Dominic https://www.facebook.com/pages/Hotel-Dominic/ 167286919988400 284 Hotel Donauwalzer - Wien https://www.facebook.com/hoteldonauwalzer 285 Hotel Donnerhof https://www.facebook.com/pages/Hotel-Donnerhof/ 208631032548362 286 Hotel Edelweiss https://www.facebook.com/HotelEdelweiss 287 Hotel Ehrenreich Krems Zum goldenen https://www.facebook.com/pages/Hotel-Ehrenreich-Krems-Zum-goldenen-Engel-Familie-Ehrenreich/ Engel Familie Ehrenreich 263948877452 288 Hotel Engl https://www.facebook.com/pages/Hotel-Engl/ 112389782177586 B.1 Facebook Accounts of Hotels 131

No. Name URL 289 Hotel Europa Graz https://www.facebook.com/pages/Hotel-Europa-Graz/ 174427972606293 290 Hotel Europa-Graz GmbH https://www.facebook.com/pages/Hotel-Europa-Graz-GmbH/ 138094739590412 291 Hotel Exe Vienna https://www.facebook.com/pages/Hotel-Exe-Vienna/ 245188558941315 292 Hotel Falkensteiner Bleibergerhof https://www.facebook.com/pages/Hotel-Falkensteiner-Bleibergerhof/ 140579086011720 293 Hotel Forsthofgut https://www.facebook.com/forsthofgut 294 Hotel Franzenshof - Ihr freundliches Hotel https://www.facebook.com/Hotel.Franzenshof mit Herz 295 Hotel Freizeittemepel https://www.facebook.com/pages/Hotel-Freizeittemepel/ 193176970727554 296 Hotel Fürst Metternich https://www.facebook.com/hotel.fuerstmetternich 297 Hotel Gams https://www.facebook.com/pages/Hotel-Gams/ 185107041525424 298 Hotel Garni Bodensee https://www.facebook.com/HotelBodensee 299 Hotel Gasserhof https://www.facebook.com/pages/Hotel-Gasserhof/ 154634801260511 300 Hotel Gasthof Gmachl - Wellnesshotel in https://www.facebook.com/gmachl Bergheim bei Salzburg 301 Hotel Gasthof Innbruecke https://www.facebook.com/pages/Hotel-Gasthof-Innbruecke/ 157183807668303 302 Hotel Gasthof Löwen https://www.facebook.com/pages/Hotel-Gasthof-L%C3%B6wen/ 200592919966715 303 Hotel Gasthof Stoff https://www.facebook.com/pages/Hotel-Gasthof-Stoff/ 153232594734526 304 Hotel Gasthof Torwirt https://www.facebook.com/Torwirt 305 Hotel Geblergasse https://www.facebook.com/pages/Hotel-Geblergasse/ 156722011035668 306 Hotel Germania https://www.facebook.com/hotel.germania.bregenz 307 Hotel Geyer https://www.facebook.com/hotelgeyerklagenfurt 308 Hotel Golden Krone https://www.facebook.com/pages/Hotel-Golden-Krone/ 201987246590336 309 Hotel Goldener Adler https://www.facebook.com/hotelgoldeneradler 310 Hotel Goldener Adler -.- https://www.facebook.com/pages/Hotel-Goldener-Adler-/ 190764607641534 311 Hotel Goldener Brunnen https://www.facebook.com/pages/Hotel-Goldener-Brunnen/ 277206599026251 312 Hotel Goldener Hirsch Salzburg https://www.facebook.com/goldenerhirschsalzburg 313 Hotel Goldenes Lamm https://www.facebook.com/hotelkramer 314 Hotel Gollner https://www.facebook.com/hotelgollner 315 Hotel Grauer Bär https://www.facebook.com/pages/Hotel-Grauer-B%C3%A4r/ 207418925951864 316 Hotel Grazerhof https://www.facebook.com/pages/Hotel-Grazerhof/ 202119763131754 317 Hotel Greif Wels https://www.facebook.com/hotelgreifwels 318 Hotel Gut Brandlhof https://www.facebook.com/Brandlhof 319 Hotel Haberl Tarvisio https://www.facebook.com/pages/Hotel-Haberl-Tarvisio/ 135283066537710 320 Hotel Haus Anna https://www.facebook.com/pages/Hotel-Haus-Anna/ 181186761924002 321 Hotel Helga Innsbruck https://www.facebook.com/HotelHelgaInnsbruck 322 Hotel Herzoghof https://www.facebook.com/hotel.herzoghof 323 Hotel Hillinger Vienna-Austria https://www.facebook.com/pages/Hotel-Hillinger-Vienna-Austria/ 527475537288152 324 Hotel Hirschen Dornbirn https://www.facebook.com/hotel.hirschen.dornbirn 325 Hotel Hubertus https://www.facebook.com/pages/Hotel-Hubertus/ 183917331650325 326 Hotel Il Cervo - Tarvisio https://www.facebook.com/pages/Hotel-Il-Cervo-Tarvisio/ 203111003046881 132 Appendix B. Social Media Accounts

No. Name URL 327 Hotel Imperial, Vienna https://www.facebook.com/hotelimperialvienna 328 Hotel Innsbruck https://www.facebook.com/Innsbruck.Hotel 329 Hotel Johann Strauss Wien https://www.facebook.com/hoteljohannstrausswien 330 Hotel Kaiserin Elisabeth https://www.facebook.com/HotelKaiserinElisabeth 331 Hotel Kapeller https://www.facebook.com/Kapellerhotel 332 Hotel Karwendel https://www.facebook.com/karwendel.innsbruck 333 Hotel Kasino https://www.facebook.com/pages/Hotel-Kasino/ 122561204492007 334 Hotel Katharinenhof F.M Felder-Strasse 2 https://www.facebook.com/pages/Hotel-Katharinenhof-FM-Felder-Strasse-2-Dornbirn/ Dornbirn 112115638867208 335 Hotel Katzbach https://www.facebook.com/pages/Hotel-Katzbach/ 192081997480703 336 Hotel Kern Buam https://www.facebook.com/HotelKernBuam 337 Hotel Klammer, Sterzing-Vipiteno, Italy https://www.facebook.com/pages/Hotel-Klammer-Sterzing-Vipiteno-Italy/ 170899942977812 338 Hotel Kleinmünchen https://www.facebook.com/pages/Hotel-Kleinm%C3%BCnchen/ 480932455316965 339 Hotel Kolping**** https://www.facebook.com/pages/Hotel-Kolping/ 167180626672717 340 Hotel Kompass https://www.facebook.com/pages/Hotel-Kompass/ 139519309447024 341 Hotel Kongress https://www.facebook.com/pages/Hotel-Kongress/ 172932539419137 342 Hotel Kongress - ”Weil Zufriedenheit kein https://www.facebook.com/hotelkongress Zufall ist!” 343 Hotel Krallerhof https://www.facebook.com/krallerhof 344 Hotel Kristall https://www.facebook.com/grossarl 345 Hotel Kummer https://www.facebook.com/HotelKummer 346 Hotel Kurpark garni - Ihr Urlaub in Baden https://www.facebook.com/pages/Hotel-Kurpark-garni-Ihr-Urlaub-in-Baden-bei-Wien-near-Vienna/ bei Wien / near Vienna 330577807675 347 Hotel Kärntnerhof https://www.facebook.com/pages/Hotel-K%C3%A4rntnerhof/ 209544665753026 348 Hotel Königgut https://www.facebook.com/hotel.koeniggut 349 Hotel Lamée Wien https://www.facebook.com/hotellamee 350 Hotel Latini https://www.facebook.com/hotellatini 351 Hotel Liebetegger https://www.facebook.com/hotel.liebetegger 352 Hotel Lokomotive https://www.facebook.com/pages/Hotel-Lokomotive/ 105393569540280 353 Hotel Lucia..... https://www.facebook.com/HotelLuciaVienna 354 Hotel Madeleine, Hochgurg - Hochgurg https://www.facebook.com/pages/Hotel-Madeleine-Hochgurg-Hochgurg/ 165919756794065 355 Hotel Mader https://www.facebook.com/pages/Hotel-Mader/ 331259696947784 356 Hotel Mader, Steyr https://www.facebook.com/pages/Hotel-Mader-Steyr/ 331049046935092 357 Hotel Mama :) https://www.facebook.com/pages/Hotel-Mama-/ 224398787570130 358 Hotel Mama <3 https://www.facebook.com/pages/Hotel-Mama-3/ 107250116029639 359 Hotel Mariahilf https://www.facebook.com/pages/Hotel-Mariahilf/ 209402589095463 360 Hotel Markus Sittikus https://www.facebook.com/HotelMarkusSittikus 361 Hotel Martinspark https://www.facebook.com/pages/Hotel-Martinspark/ 157351427653530 362 Hotel Matteo & Paularei https://www.facebook.com/hotelmatteo 363 Hotel Maximilian https://www.facebook.com/pages/Hotel-Maximilian/ 156264371095937 364 Hotel Meazza https://www.facebook.com/HotelMeazza 365 Hotel Melanie https://www.facebook.com/HotelMelanie 366 Hotel Messmer in Bregenz https://www.facebook.com/pages/Hotel-Messmer-in-Bregenz/ 195036173863371 B.1 Facebook Accounts of Hotels 133

No. Name URL 367 Hotel Metropol / Sankt Pölten https://www.facebook.com/pages/Hotel-Metropol-Sankt-P% C3%B6lten/159436500766993 368 Hotel Mohrenwirt am Fuschlsee https://www.facebook.com/hotelmohrenwirt 369 Hotel Mosser Villach https://www.facebook.com/pages/Hotel-Mosser-Villach/ 237835464912 370 Hotel Mühlviertlerhof https://www.facebook.com/pages/Hotel-M%C3% BChlviertlerhof/335460216541330 371 Hotel Nagel https://www.facebook.com/pages/Hotel-Nagel/ 228122963894214 372 Hotel Neuhaus Saalbach https://www.facebook.com/hotel.neuhaus.saalbach 373 Hotel Nizza E.K https://www.facebook.com/pages/Hotel-Nizza-EK/ 106407402757221 374 Hotel Novapark Graz https://www.facebook.com/pages/Hotel-Novapark-Graz/ 122071537874431 375 Hotel Nöserlgut https://www.facebook.com/Noeserlgut 376 Hotel Oberforsthof https://www.facebook.com/oberforsthof 377 Hotel Oberhofer https://www.facebook.com/pages/Hotel-Oberhofer/ 174891239217039 378 Hotel Palais Porcia https://www.facebook.com/pages/Hotel-Palais-Porcia/ 111209452302622 379 Hotel Papageno Vienna https://www.facebook.com/hotelpapageno 380 Hotel Paradies https://www.facebook.com/Hotel.Paradies.Graz 381 Hotel Pension Schweizerhaus https://www.facebook.com/SchweizerhausKlagenfurt 382 Hotel Penz West, Flughafen, Innsbruck https://www.facebook.com/pages/Hotel-Penz-West-Flughafen-Innsbruck/ 392684860752343 383 Hotel Pfeffermühle Akropolis - Wels https://www.facebook.com/pages/Hotel-Pfefferm%C3% BChle-Akropolis-Wels/105460236200986 384 Hotel Plattenwirt Wörthersee https://www.facebook.com/pages/Hotel-Plattenwirt-W%C3% B6rthersee/170388409687354 385 Hotel Ploberger https://www.facebook.com/Hotel.Ploberger.Wels 386 Hotel Post https://www.facebook.com/pages/Hotel-Post/ 492963857446614 387 Hotel Post, Villach https://www.facebook.com/pages/Hotel-Post-Villach/ 392708334132880 388 Hotel REART https://www.facebook.com/LichteneggerReart 389 Hotel Ramada Innsbruck Tivoli https://www.facebook.com/ramada.innsbruck 390 Hotel Regina https://www.facebook.com/pages/Hotel-Regina/ 174867069226925 391 Hotel Reif - Urdlwirt https://www.facebook.com/pages/Hotel-Reif-Urdlwirt/ 179136992130353 392 Hotel Residence Rose **** https://www.facebook.com/pages/Hotel-Residence-Rose-/ 261413400562836 393 Hotel Restaurant Dermuth https://www.facebook.com/pages/Hotel-Restaurant-Dermuth/ 133134540095773 394 Hotel Restaurant Gösser Bräu https://www.facebook.com/pages/Hotel-Restaurant-G%C3% B6sser-Br%C3%A4u/198297353518393 395 Hotel Restaurant Rösch https://www.facebook.com/pages/Hotel-Restaurant-R%C3% B6sch/210052249066112 396 Hotel Rokohof https://www.facebook.com/HotelRokohof 397 Hotel Royal Vienna https://www.facebook.com/hotelroyalvienna 398 Hotel Rumer Hof https://www.facebook.com/pages/Hotel-Rumer-Hof/ 390033251063248 399 Hotel Rössl In der Au https://www.facebook.com/pages/Hotel-R%C3% B6ssl-In-der-Au/105338386212682 400 Hotel Sacher Innsbruck https://www.facebook.com/pages/Hotel-Sacher-Innsbruck/ 330617830357083 401 Hotel Sailer https://www.facebook.com/pages/Hotel-Sailer/ 486623091370770 402 Hotel Salzburger Hof Leogang https://www.facebook.com/HotelSalzburgerHofLeogang 403 Hotel Salzburger Hof, Bad Gastein https://www.facebook.com/hotel.salzburgerhof 404 Hotel Sans Souci Wien https://www.facebook.com/HotelSansSouciWien 134 Appendix B. Social Media Accounts

No. Name URL 405 Hotel Schillerpark https://www.facebook.com/pages/Hotel-Schillerpark/ 195548240470274 406 Hotel Schlair https://www.facebook.com/pages/Hotel-Schlair/ 180284678682130 407 Hotel Schloss Mönchstein*****s https://www.facebook.com/monchstein 408 Hotel Schloss Weikersdorf https://www.facebook.com/pages/Hotel-Schloss-Weikersdorf/ 181491918560915 409 Hotel Schlossberg https://www.facebook.com/pages/Hotel-Schlossberg/ 181466945229504 410 Hotel Schlossberg, Badenweiler https://www.facebook.com/pages/Hotel-Schlossberg-Badenweiler/ 136793953055117 411 Hotel Schmolmüller https://www.facebook.com/pages/Hotel-Schmolm%C3%BCller/ 139444592805646 412 Hotel Schrannenhof https://www.facebook.com/pages/Hotel-Schrannenhof/ 113606352049560 413 Hotel Schwärzler in Bregenz https://www.facebook.com/Hotelbregenz 414 Hotel Schäfle https://www.facebook.com/pages/Hotel-Sch%C3%A4fle/ 188914614491362 415 Hotel Schöne Aussicht, Fender KG https://www.facebook.com/pages/Hotel-Sch%C3% B6ne-Aussicht-Fender-KG/112822905462355 416 Hotel Seehof https://www.facebook.com/pages/Hotel-Seehof/ 128400023898684 417 Hotel Seeland - St. Pölten https://www.facebook.com/Hotel.Seeland 418 Hotel Seestuben https://www.facebook.com/Hotel.Seestuben 419 Hotel Sommerhaus https://www.facebook.com/pages/Hotel-Sommerhaus/ 196873330341253 420 Hotel Sonne in Saalbach https://www.facebook.com/Sonne.Saalbach 421 Hotel Steigenberger Linz https://www.facebook.com/pages/Hotel-Steigenberger-Linz/ 343542715722995 422 Hotel Steinacherhof**** https://www.facebook.com/pages/Hotel-Steinacherhof/ 200616056629010 423 Hotel Steinfeld https://www.facebook.com/pages/Hotel-Steinfeld/ 146480388747385 424 Hotel Stolz https://www.facebook.com/pages/Hotel-Stolz/ 174724809240570 425 Hotel Strasser https://www.facebook.com/pages/Hotel-Strasser/ 85981827028 426 Hotel Sunny Sölden https://www.facebook.com/pages/Hotel-Sunny-S%C3%B6lden/ 145066398936474 427 Hotel Sölderhof https://www.facebook.com/pages/Hotel-S%C3%B6lderhof/ 191862247518884 428 Hotel Süd Graz https://www.facebook.com/hotel.sued.graz 429 Hotel Tautermann https://www.facebook.com/pages/Hotel-Tautermann/ 1465304873731550 430 Hotel Topazz Wien https://www.facebook.com/hoteltopazz 431 Hotel Tyrolis https://www.facebook.com/pages/Hotel-Tyrolis/ 192211174135372 432 Hotel Vienna https://www.facebook.com/hotel.vienna.wien 433 Hotel Villa Rückert https://www.facebook.com/pages/Hotel-Villa-R%C3%BCckert/ 312605905560039 434 Hotel Warmbaderhof https://www.facebook.com/pages/Hotel-Warmbaderhof/ 195861137115891 435 Hotel Weisses Kreuz https://www.facebook.com/pages/Hotel-Weisses-Kreuz/ 201799593164860 436 Hotel Weisses Kreuz Innsbruck https://www.facebook.com/pages/Hotel-Weisses-Kreuz-Innsbruck/ 163871333682751 437 Hotel Wiesler - Graz https://www.facebook.com/hotelwiesler 438 Hotel Wilder Mann Linz (A) https://www.facebook.com/pages/Hotel-Wilder-Mann-Linz-A/ 169497359788414 439 Hotel Winterbauer in Flachau | Altenmarkt https://www.facebook.com/hotel.winterbauer | Ski Amade | Salzburg B.1 Facebook Accounts of Hotels 135

No. Name URL 440 Hotel Zach https://www.facebook.com/pages/Hotel-Zach/ 224402637597939 441 Hotel Zentral https://www.facebook.com/pages/Hotel-Zentral/ 133140813424607 442 Hotel Zillertal https://www.facebook.com/pages/Hotel-Zillertal/ 212922615415352 443 Hotel Zlami-Holzer https://www.facebook.com/pages/Hotel-Zlami-Holzer/ 1424198421125665 444 Hotel Zum Hirschen https://www.facebook.com/pages/Hotel-Zum-Hirschen/ 117065448374266 445 Hotel Zum Schwarzen Bären https://www.facebook.com/pages/Hotel-Zum-Schwarzen-B%C3% A4ren/176515710363 446 Hotel & Gasthof Maxlhaid https://www.facebook.com/Maxlhaid 447 Hotel & Landgasthof Schloss Kammer https://www.facebook.com/schlosskammer **** 448 Hotel & Restaurant Christkindlwirt**** https://www.facebook.com/pages/Hotel-Restaurant-Christkindlwirt/ 102509066771 449 Hotel am Domplatz https://www.facebook.com/hotelamdomplatz 450 Hotel am Mirabellplatz https://www.facebook.com/hotel.mirabellplatz 451 Hotel am Mühlengrund https://www.facebook.com/pages/Hotel-am-M%C3% BChlengrund/195104937181537 452 Hotel schermayer https://www.facebook.com/pages/Hotel-schermayer/ 620504811371073 453 Hotel und Vinothek Altwienerhof https://www.facebook.com/pages/Hotel-und-Vinothek-Altwienerhof/ 306157743285 454 Hotel zum Dom-Palais Inzaghi Graz https://www.facebook.com/domhotel 455 Hotel zum Landrichter https://www.facebook.com/pages/Hotel-zum-Landrichter/ 186473551385782 456 Hotel-Gasthof Graf https://www.facebook.com/pages/Hotel-Gasthof-Graf/ 124755244345304 457 Hotel-Grimming.com | dogs & friends https://www.facebook.com/grimmidogs 458 Hotel-Pension Helenental https://www.facebook.com/pages/Hotel-Pension-Helenental/ 190973630936016 459 Hotel-Pension Melcher https://www.facebook.com/pages/Hotel-Pension-Melcher/ 160211317804 460 Hotel-Pension-Cafe Edelweiß https://www.facebook.com/pages/Hotel-Pension-Cafe-Edelwei% C3%9F/189671214407030 461 Hotel-Restaurant Böck, Roter Hahn https://www.facebook.com/pages/Hotel-Restaurant-B%C3% B6ck-Roter-Hahn/195952087102410 462 Hotel-Restaurant Laschenskyhof https://www.facebook.com/pages/Hotel-Restaurant-Laschenskyhof/ 1424414374462526 463 Hotel-Restaurant Lindenwirt Inh Carmen https://www.facebook.com/pages/Hotel-Restaurant-Lindenwirt-Inh-Carmen-Poglitz/ Poglitz 174686592577451 464 Hotel-Restaurant Post https://www.facebook.com/pages/Hotel-Restaurant-Post/ 186309658073879 465 Hotel-Restaurant Schachenwald https://www.facebook.com/pages/Hotel-Restaurant-Schachenwald/ 174235852624581 466 Hotel-Restaurant Weidenhof https://www.facebook.com/pages/Hotel-Restaurant-Weidenhof/ 189335074435551 467 Hotel-garni-ixi https://www.facebook.com/pages/Hotel-garni-ixi/ 680880161988058 468 Hoteldorf Grüner Baum https://www.facebook.com/hoteldorf 469 Hölderle Appartements https://www.facebook.com/HoelderleAppartements 470 Hüttendorf https://www.facebook.com/huettendorf 471 IBIS Budget Graz City https://www.facebook.com/ibisgrazcity 472 Ibis Styles Linz https://www.facebook.com/IbisStylesLinzHotel 473 Ibis Styles Wien City Hotel https://www.facebook.com/IbisStylesWienCityHotel 474 Im Hotel der Marienhof **** Graz https://www.facebook.com/pages/Im-Hotel-der-Marienhof-Graz/ 193431320681039 475 Imperial Riding School Renaissance Vi- https://www.facebook.com/ImperialRenaissance enna Hotel 136 Appendix B. Social Media Accounts

No. Name URL 476 Impuls Hotel Tirol Bad Hofgastein https://www.facebook.com/impulshotel 477 Innsbruck - Gasthof Koreth https://www.facebook.com/pages/Innsbruck-Gasthof-Koreth/ 190593627629772 478 InterContinental Wien https://www.facebook.com/InterContinentalWien 479 JUFA Graz City-Hotel https://www.facebook.com/jufagrazcity 480 JUFA Hotels https://www.facebook.com/JUFAholidays 481 Johannes Kepler Heim https://www.facebook.com/pages/Johannes-Kepler-Heim/ 180276192091688 482 Jufa Gästehaus Deutschlandsberg https://www.facebook.com/pages/Jufa-G%C3% A4stehaus-Deutschlandsberg/191870774180039 483 Jufa Wien https://www.facebook.com/pages/Jufa-Wien/279510298782953 484 Jugendherberge Innsbruck https://www.facebook.com/pages/Jugendherberge-Innsbruck/ 396452343725319 485 Jugendherberge Wien - Myrthengasse (HI) https://www.facebook.com/1070vienna.at 486 K+K Hotel Maria Theresia https://www.facebook.com/hotelvienna 487 K+K Palais Hotel Vienna https://www.facebook.com/palaishotelvienna 488 Kahlenberg https://www.facebook.com/kahlenbergwien 489 Kaiser 23 Hostel & Guesthouse https://www.facebook.com/kaiser23.wien 490 Kaiserstrand Seehotel, Lochau https://www.facebook.com/pages/Kaiserstrand-Seehotel-Lochau/ 122205417855319 491 Kasperhof Apartments Innsbruck https://www.facebook.com/kasperhofinnsbruck 492 Kinderhotel HAGLEITNER Family Bal- https://www.facebook.com/KinderhotelHAGLEITNER ance Hotel & Spa Zell am See 493 Kirchenwirt https://www.facebook.com/kirchenwirt.eu 494 Kolpinghaus Klagenfurt https://www.facebook.com/kolpinghaus.klagenfurt 495 Kramer Hotel Villach https://www.facebook.com/pages/Kramer-Hotel-Villach/ 113570385385741 496 Kranebitterhof Betriebs GmbH https://www.facebook.com/Kranebitterhof 497 Kremsmünstererhof Hotel https://www.facebook.com/pages/Kremsm%C3% BCnstererhof-Hotel/179670368743687 498 Kremstalerhof https://www.facebook.com/kremstalerhof 499 Krone Dornbirn https://www.facebook.com/krone.dornbirn 500 LIFESTYLE HOTEL AM DOMPLATZ https://www.facebook.com/pages/LIFESTYLE-HOTEL-AM-DOMPLATZ/ 194126563957534 501 Landgasthof Plöschenberg https://www.facebook.com/pages/Landgasthof-Pl%C3% B6schenberg/128293320575803 502 Landgasthof Schäfle https://www.facebook.com/SchaefleAltenstadt 503 Landgraf Hotel & Loft https://www.facebook.com/hotellandgraf 504 Landhaus https://www.facebook.com/pages/Landhaus/119170728160229 505 Landhaus - Keller https://www.facebook.com/pages/Landhaus-Keller/ 205162016175032 506 Landhaus Etrachsee https://www.facebook.com/pages/Landhaus-Etrachsee/ 185965248108337 507 Landhaus Hof https://www.facebook.com/pages/Landhaus-Hof/ 123091197773370 508 Landhaus Joebstl https://www.facebook.com/pages/Landhaus-Joebstl/ 130584180346705 509 Landhaus Klagenfurt https://www.facebook.com/pages/Landhaus-Klagenfurt/ 337775726302803 510 Landhaus Linz https://www.facebook.com/pages/Landhaus-Linz/ 388719001169008 511 Landhaus Linz Steinerner Saal https://www.facebook.com/pages/Landhaus-Linz-Steinerner-Saal/ 205283706263955 512 Landhotel Mader https://www.facebook.com/hotel.mader 513 Landhotels Österreich https://www.facebook.com/landhotels.oesterreich 514 Landrichter Hof https://www.facebook.com/landrichter 515 Le Méridien Vienna https://www.facebook.com/LeMeridienVienna 516 Leypold’s 3 Raben https://www.facebook.com/pages/Leypolds-3-Raben/ 412494655546827 B.1 Facebook Accounts of Hotels 137

No. Name URL 517 Lindner https://www.facebook.com/pages/Lindner/179942018716322 518 Lindner Hotel Am Belvedere https://www.facebook.com/lindnerhotelwien 519 Linzer - City - Appartement https://www.facebook.com/pages/Linzer-City-Appartement/ 706119976162594 520 Luxuslodge ”Zeit zum Leben” https://www.facebook.com/Luxuslodge 521 MEININGER Hotel Vienna Central Sta- https://www.facebook.com/MEININGERHotelViennaCentralStation tion 522 MEININGER Hotel Vienna Downtown https://www.facebook.com/MEININGERHotelViennaDowntownFranz Franz 523 MONDI-HOLIDAY HOTEL Bellevue https://www.facebook.com/mondibellevue 524 Magdas HOTEL https://www.facebook.com/magdasHOTEL 525 Margareten Hostel https://www.facebook.com/MargaretenHostel 526 Mariott Linz Austria https://www.facebook.com/pages/Mariott-Linz-Austria/ 120235624721176 527 Mauser - Mühltaler Familien- und Ju- https://www.facebook.com/mauser.muehltaler gendgästehäuser Mauterndorf 528 Mercure Bregenz City https://www.facebook.com/pages/Mercure-Bregenz-City/ 261551930566647 529 Mercure Graz City https://www.facebook.com/MercureGrazCity 530 Mercure Graz Messe https://www.facebook.com/pages/Mercure-Graz-Messe/ 210744915672803 531 Mercure Josefshof Wien https://www.facebook.com/josefshofwien 532 Meyers Gasthof, Fam. Orthacker https://www.facebook.com/pages/Meyers-Gasthof-Fam-Orthacker/ 154489681276583 533 Miramonte https://www.facebook.com/Miramonte.Gastein 534 Mobene Garni https://www.facebook.com/pages/Mobene-Garni/ 132499223486532 535 Montfort- das Hotel https://www.facebook.com/Montfortdashotel 536 Mopsland https://www.facebook.com/pages/Mopsland/174741719279520 537 Motel Baden https://www.facebook.com/pages/Motel-Baden/ 182529541795579 538 Motel Maria https://www.facebook.com/pages/Motel-Maria/ 143112945753124 539 Motel One Wien-Prater https://www.facebook.com/motelonewienprater 540 Motel One Wien-Staatsoper https://www.facebook.com/pages/Motel-One-Wien-Staatsoper/ 598674496926375 541 Motel One Wien-Westbahnhof https://www.facebook.com/pages/Motel-One-Wien-Westbahnhof/ 254588304595865 542 Motel22 - mein Zuhause in Wien https://www.facebook.com/motel22wien 543 Muffin Hostel Salzburg https://www.facebook.com/MuffinHostel 544 Mysportpackage https://www.facebook.com/pages/Mysportpackage/ 802908229790267 545 NALA individuellhotel https://www.facebook.com/NALAhotel 546 NH Hotel Danube City https://www.facebook.com/pages/NH-Hotel-Danube-City/ 113966722019634 547 Natters österreich https://www.facebook.com/pages/Natters-%C3%B6sterreich/ 280874688765226 548 Neue Post Hotel https://www.facebook.com/pages/Neue-Post-Hotel/ 423724737647840 549 Nights & More https://www.facebook.com/pages/Nights-More/ 488851857910337 550 Noriker - sportlich und vielseitig https://www.facebook.com/Norikerzucht 551 Orange Wings https://www.facebook.com/pages/Orange-Wings/ 400501029971150 552 Palais Hansen Kempinski Vienna https://www.facebook.com/palaishansenkempinskivienna 553 Palais-Hotel Erzherzog Johann https://www.facebook.com/PalaisHotelErzherzogJohann 554 Panoramahotel Säntisblick, St. Gallen https://www.facebook.com/pages/Panoramahotel-S%C3% A4ntisblick-St-Gallen/128696563869750 555 Park Hyatt Vienna https://www.facebook.com/ParkHyattVienna 556 Park Inn Klosterneuburg https://www.facebook.com/pages/Park-Inn-Klosterneuburg/ 191804887509438 138 Appendix B. Social Media Accounts

No. Name URL 557 Park Inn Linz https://www.facebook.com/pages/Park-Inn-Linz/ 139994739380826 558 Park Inn by Radisson Linz https://www.facebook.com/parkinn.linz 559 Park Inn by Radisson Uno City Vienna https://www.facebook.com/parkinnvienna 560 Parkhotel Graz https://www.facebook.com/ParkhotelGraz 561 Parkhotel Krems https://www.facebook.com/pages/Parkhotel-Krems/ 172499159469965 562 Parkhotel Schönbrunn https://www.facebook.com/pages/Parkhotel-Sch%C3% B6nbrunn/109084602504222 563 Pension ’Schlafgut’ https://www.facebook.com/pages/Pension-Schlafgut/ 196085520420737 564 Pension Bergkristall https://www.facebook.com/pages/Pension-Bergkristall/ 199647070062306 565 Pension Biedermann https://www.facebook.com/pages/Pension-Biedermann/ 200084553350593 566 Pension Dobernig https://www.facebook.com/pages/Pension-Dobernig/ 1619931461626370 567 Pension Elfy https://www.facebook.com/pages/Pension-Elfy/ 190803240953234 568 Pension Elisabeth https://www.facebook.com/pages/Pension-Elisabeth/ 201727043171852 569 Pension Friedl https://www.facebook.com/pages/Pension-Friedl/ 204109162937716 570 Pension Günther https://www.facebook.com/pages/Pension-G%C3%BCnther/ 1467160650192228 571 Pension Imbachhorn Polski Pensjonat w https://www.facebook.com/ImbachhornPolskiPensjonatAlpy Centrum Alp www.imbachhorn.eu 572 Pension Köppel https://www.facebook.com/PensionKoeppel 573 Pension Maria https://www.facebook.com/pensionmariabaden 574 Pension Martinek Kaserne https://www.facebook.com/pages/Pension-Martinek-Kaserne/ 197174350316490 575 Pension https://www.facebook.com/pensionmozart 576 Pension Mühlenheim Fam. Kovacic https://www.facebook.com/pages/Pension-M%C3% BChlenheim-Fam-Kovacic/262725247206869 577 Pension Paula Inh Wolfgang Gunsch https://www.facebook.com/pages/Pension-Paula-Inh-Wolfgang-Gunsch/ 155750207812752 578 Pension Peteln-Jerney https://www.facebook.com/pages/Pension-Peteln-Jerney/ 195163570507609 579 Pension Rosenhof https://www.facebook.com/pages/Pension-Rosenhof/ 123894364366090 580 Pension Schön https://www.facebook.com/pages/Pension-Sch%C3%B6n/ 185088404862013 581 Pension Smoley https://www.facebook.com/pages/Pension-Smoley/ 173000612752687 582 Pension Sonne https://www.facebook.com/pages/Pension-Sonne/ 120145861448183 583 Pension Steinbichler https://www.facebook.com/pages/Pension-Steinbichler/ 195820173949144 584 Pension Stissen Haus am See https://www.facebook.com/pages/Pension-Stissen-Haus-am-See/ 194588120566293 585 Pension Stoi, Innsbruck, Austria https://www.facebook.com/pages/Pension-Stoi-Innsbruck-Austria/ 211139775575910 586 Pension Strohmer GmbH https://www.facebook.com/pages/Pension-Strohmer-GmbH/ 128524047219607 587 Pension Wachau https://www.facebook.com/pages/Pension-Wachau/ 132906386778915 588 Pension zum Löwen https://www.facebook.com/loewendornbirn 589 Penz Hotel West https://www.facebook.com/pages/Penz-Hotel-West/ 172095179539157 590 Pertschy Palais Hotel https://www.facebook.com/Pertschy.Palais.Hotel 591 Pixel Hotel, Linz https://www.facebook.com/PixelHotelLinz 592 Privatzimmer Fam. Laistler https://www.facebook.com/laistler B.1 Facebook Accounts of Hotels 139

No. Name URL 593 Privatzimmer Ruppe https://www.facebook.com/privatzimmer.ruppe 594 Privatzimmer und Ferienwohnungen Fe- https://www.facebook.com/pages/Privatzimmer-und-Ferienwohnungen-Felizeter-Brigitte/ lizeter Brigitte 102122896528636 595 REMA Gebäudereinigung & Hotelservice https://www.facebook.com/pages/REMA-Geb%C3% A4udereinigung-Hotelservice/398167203691635 596 ROBINSON Club Landskron https://www.facebook.com/pages/ROBINSON-Club-Landskron/ 308963329179716 597 Radfahrer-Jugendherberge Krems https://www.facebook.com/RadfahrerherbergeKrems 598 Radisson Blu Style Hotel Vienna https://www.facebook.com/pages/Radisson-Blu-Style-Hotel-Vienna/ 205716872785998 599 Renaissance Wien Hotel https://www.facebook.com/RenaissanceWien 600 Restaurant zum Verwalter https://www.facebook.com/pages/Restaurant-zum-Verwalter/ 192716304083495 601 Riedz Apartments https://www.facebook.com/riedzapartments 602 Romantik Hotel Post https://www.facebook.com/RomantikHotelPostVillach 603 Römerstube https://www.facebook.com/Roemerstube 604 S’Landhaus https://www.facebook.com/pages/SLandhaus/183833984992315 605 SPITZ Hotel https://www.facebook.com/spitzhotel 606 STANYS - Das Apartmenthotel https://www.facebook.com/StanysDasApartmenthotel 607 STUDIO https://www.facebook.com/pages/STUDIO/163406720379505 608 Saint Shermin Bed, Breakfast & Cham- https://www.facebook.com/saintshermin pagne 609 Salzamt - Hotel Palais Landhaushof https://www.facebook.com/Salzamt.Hotel.Palais. Landhaushof 610 Salzburgerhof Zauchensee https://www.facebook.com/salzburgerhof.zauchensee 611 Schick Hotel Capricorno, Wien https://www.facebook.com/pages/Schick-Hotel-Capricorno-Wien/ 188050127898914 612 Schick Hotel Stefanie, Wien https://www.facebook.com/pages/Schick-Hotel-Stefanie-Wien/ 176196085749604 613 Schloss Leopoldskron & Meierhof https://www.facebook.com/schlossleopoldskron 614 Schloss Mittersill**** Hotel | Restaurant | https://www.facebook.com/hotel.schloss.mittersill Cafe 615 Schlossberghotel https://www.facebook.com/pages/Schlossberghotel/ 113259352059638 616 Schlosshotel St. Georgen https://www.facebook.com/pages/Schlosshotel-St-Georgen/ 232157836800884 617 Schlosshotel Weikersdorf https://www.facebook.com/pages/Schlosshotel-Weikersdorf/ 168808909837332 618 Seepark Hotel https://www.facebook.com/seeparkhotel 619 Seewirt Mattsee ... Hotel zum Kuscheln & https://www.facebook.com/kuschelhotel.seewirt.mattsee. Genießen salzburg 620 Seminar- & Eventhotel Krainerhütte https://www.facebook.com/krainerhuette 621 Sheraton Salzburg Hotel https://www.facebook.com/SheratonSalzburgHotel 622 Silvio Nickol Gourmet Restaurant im https://www.facebook.com/SilvioNickolGourmetRestaurant Palais Coburg 623 Ski und Fun Silvretta Montafon https://www.facebook.com/SkiundFunSilvrettaMontafon 624 Sonnalm, Zell am See https://www.facebook.com/hotel.sonnalm 625 Sonnblickbasis kolm saigurn https://www.facebook.com/sonnblickbasis 626 Spielberghaus Saalbach https://www.facebook.com/Spielberghaus 627 Sportcamp Woferlgut https://www.facebook.com/sportcamp 628 Sporthotel Brugger, Fulpmes, Austria https://www.facebook.com/pages/Sporthotel-Brugger-Fulpmes-Austria/ 116615241745667 629 Sporthotel Falkenstein https://www.facebook.com/hotelfalkenstein 630 Sporthotel Igls https://www.facebook.com/pages/Sporthotel-Igls/ 166377186751239 631 Sporthotel Players https://www.facebook.com/SporthotelPlayers 632 Sporthotel Wagrain https://www.facebook.com/sporthotel.wagrain 633 Sportpension Elisabeth https://www.facebook.com/pages/Sportpension-Elisabeth/ 338969772819334 140 Appendix B. Social Media Accounts

No. Name URL 634 Sportservice https://www.facebook.com/SportserviceVorarlberg 635 St. Oswalderhof Pension https://www.facebook.com/pages/St-Oswalderhof-Pension/ 201174386574629 636 St. Valentin Landzeit https://www.facebook.com/pages/St-Valentin-Landzeit/ 168443246542672 637 Stadt Appartement https://www.facebook.com/pages/Stadt-Appartement/ 138144432273 638 Stadthotel , Klagenfurt https://www.facebook.com/pages/Stadthotel-Carinthia-Klagenfurt/ 209408695740130 639 Stadthotel Hauser Eck https://www.facebook.com/pages/Stadthotel-Hauser-Eck/ 117234658311266 640 Stadthotel https://www.facebook.com/pages/Stadthotel-Helvetia/ 245375388906515 641 Stadthotel https://www.facebook.com/pages/Stadthotel-Styria/ 207988079224011 642 Star Inn Hotel Graz https://www.facebook.com/pages/Star-Inn-Hotel-Graz/ 564757766960936 643 Starlight Suiten Hotels https://www.facebook.com/StarlightHotels 644 Steidle Hotel https://www.facebook.com/pages/Steidle-Hotel/ 108549009477236 645 Steigenberger Herrenhof Wien https://www.facebook.com/pages/Steigenberger-Herrenhof-Wien/ 127215120668892 646 Steigenberger Hotel Linz, Winterhafen 13 https://www.facebook.com/pages/Steigenberger-Hotel-Linz-Winterhafen-13/ 190948937581932 647 Steirischer Landtag, Landhaus Graz https://www.facebook.com/pages/Steirischer-Landtag-Landhaus-Graz/ 211535005528620 648 Steyr Parkhotel Styria https://www.facebook.com/pages/Steyr-Parkhotel-Styria/ 209258872441001 649 Stoiser’s Hotel Garni https://www.facebook.com/hotel.stoiser.graz 650 Studentenheim Petrinum https://www.facebook.com/pages/Studentenheim-Petrinum/ 233647442484 651 Sun Valley Villach https://www.facebook.com/pages/Sun-Valley-Villach/ 230301233769065 652 TAUERN SPA https://www.facebook.com/tauernspakaprun 653 TESTunternehmen https://www.facebook.com/pages/TESTunternehmen/ 241293232550500 654 The PENZ Hotel https://www.facebook.com/thepenzhotel 655 The Ritz-Carlton, Vienna https://www.facebook.com/ritzcarltonvienna 656 ThermenResort Warmbad-Villach https://www.facebook.com/warmbad 657 Thermenvilla Gutenbrunn https://www.facebook.com/thermenvillagutenbrunn 658 Timeshare * Austria * Multiproprietà https://www.facebook.com/residencewarmbad 659 Tirol hotel https://www.facebook.com/pages/Tirol-hotel/ 581595561951225 660 Touren & Hotels - Erlebnisse durch Inspi- https://www.facebook.com/tourenhotelserlebnisse ration 661 VI Hotels & Resorts https://www.facebook.com/vihotels 662 VOX Design Hotels https://www.facebook.com/VOX.Hotels 663 Vera Stone Palace Side Colakli https://www.facebook.com/pages/Vera-Stone-Palace-Side-Colakli/ 106712709477179 664 Vermietung Mayr- Mallinger https://www.facebook.com/pages/Vermietung-Mayr-Mallinger/ 612858248818479 665 Verwöhnhotel Sonnhof https://www.facebook.com/verwoehnhotel 666 Vienna City Hostel https://www.facebook.com/ViennaCityHostel 667 Vienna Marriott Hotel https://www.facebook.com/ViennaMarriottHotel 668 Vienna Sporthotel https://www.facebook.com/pages/Vienna-Sporthotel/ 136922446375264 669 Vienna Urban Resort Hotel https://www.facebook.com/pages/Vienna-Urban-Resort-Hotel/ 155745561105105 670 Villa Gutenbrunn https://www.facebook.com/pages/Villa-Gutenbrunn/ 185186001520551 B.1 Facebook Accounts of Hotels 141

No. Name URL 671 Villa Trapp https://www.facebook.com/VillaTrapp 672 Vitalhotel Tauernhof https://www.facebook.com/hotel.tauernhof 673 Waldele Pension https://www.facebook.com/pages/Waldele-Pension/ 131039643633554 674 Wanderhotel Gassner**** https://www.facebook.com/wanderhotel.gassner 675 Warmbad Family Apartments https://www.facebook.com/pages/Warmbad-Family-Apartments/ 216679078355990 676 Wasser Palast https://www.facebook.com/pages/Wasser-Palast/ 1553397238240683 677 Weinhof Aufreiter & Landhaus Ilse https://www.facebook.com/pages/Weinhof-Aufreiter-Landhaus-Ilse/ 196786427017449 678 Weisses Kreuz - Stadtgasthaus - Goldener https://www.facebook.com/Kreuz.Stadtgasthaus.Hirschen Hirschen 679 Wellnes und Sporthotel Rohr https://www.facebook.com/pages/Wellnes-und-Sporthotel-Rohr/ 112895172124784 680 Wellness Hotel Central Sölden https://www.facebook.com/pages/Wellness-Hotel-Central-S% C3%B6lden/191114904254962 681 Wellness-Ferien-Seminarhotel Raxalpen- https://www.facebook.com/pages/Wellness-Ferien-Seminarhotel-Raxalpenhof/ hof 212520752172684 682 Wellnesshotel Eggerwirt https://www.facebook.com/Wellnesshotel.Eggerwirt 683 Wels Boutique Hotel Adria https://www.facebook.com/pages/Wels-Boutique-Hotel-Adria/ 1563243367262330 684 Werndlhof https://www.facebook.com/Werndlhof 685 Wifi Hotel Linz https://www.facebook.com/pages/Wifi-Hotel-Linz/ 217163535036034 686 Wohnanlage Ulmgasse https://www.facebook.com/pages/Wohnanlage-Ulmgasse/ 108176285867627 687 Wohnheim Linz https://www.facebook.com/pages/Wohnheim-Linz/ 228735767301770 688 Wombat’s City Hostel Vienna the https://www.facebook.com/pages/Wombats-City-Hostel-Vienna-the-Naschmarkt/ Naschmarkt 195722610464586 689 Wombat’s City Hostel the Base, Vienna https://www.facebook.com/pages/Wombats-City-Hostel-the-Base-Vienna/ 173813829305664 690 Youtels allinclusive resort for young peo- https://www.facebook.com/youtels ple!! 691 Youth Hostel Fritz-Prior-Schwedenhaus https://www.facebook.com/HostelInnsbruck 692 Zell am See Hotel - Landgasthof Stadt https://www.facebook.com/hotelstadtwien Wien 693 Zimmer im Zentrum https://www.facebook.com/pages/Zimmer-im-Zentrum/ 205396672885892 694 Zimmer, Apartment Aki https://www.facebook.com/pages/Zimmer-Apartment-Aki/ 478849225605656 695 Zimmer/Rooms, Appartments in Linz - https://www.facebook.com/pages/ZimmerRooms-Appartments-in-Linz-Haus-Waltraud/ Haus Waltraud 109890355749059 696 Zur Steirerstub’n https://www.facebook.com/zursteirerstubn 697 asia therme linsberg https://www.facebook.com/pages/asia-therme-linsberg/ 257945547564306 698 der Sandwirth - Hotel und Restaurant https://www.facebook.com/derSandwirth 699 eva,paradise hotels+beauty in Saalbach https://www.facebook.com/hotel.eva.paradise Hinterglemm 700 hotel daniel - Graz https://www.facebook.com/hoteldaniel 701 ibis Bregenz https://www.facebook.com/pages/ibis-Bregenz/ 342291522452244 702 ibis Graz https://www.facebook.com/pages/ibis-Graz/254129567982665 703 ibis https://www.facebook.com/pages/ibis-Innsbruck-Hauptbahnhof/ 282587155121435 704 ibis Linz https://www.facebook.com/pages/ibis-Linz/110694835714871 705 roomz graz https://www.facebook.com/roomz.graz 706 roomz vienna https://www.facebook.com/roomz.vienna 707 volte’s https://www.facebook.com/pages/voltes/247196388662437 708 ÜFA Aqua Vinum https://www.facebook.com/pages/%C3%9CFA-Aqua-Vinum/ 595142697278653 142 Appendix B. Social Media Accounts

No. Name URL 709 Übergossene Alm https://www.facebook.com/UebergosseneAlm.at

For validation, we also collected and analyzed posts from Facebook accounts of the following hotels:

No. Name URL 1 Adlers Hotel Innsbruck https://www.facebook.com/AdlersHotelInnsbruck 2 Romantikhotel Schwarzer Adler https://www.facebook.com/RomantikHotelSchwarzerAdler 3 The PENZ Hotel https://www.facebook.com/thepenzhotel 4 Austria Classic Hotel BinderS Innsbruck https://www.facebook.com/BinderSInnsbruck 5 Basic Hotel Innsbruck https://www.facebook.com/basichotel 6 Grand Hotel Wien https://www.facebook.com/GrandHotelWien 7 Hotel Ambassador Vienna https://www.facebook.com/HotelAmbassadorVienna 8 Hotel Topazz Wien https://www.facebook.com/hoteltopazz 9 Hotel Sacher Wien - Salzburg https://www.facebook.com/hotelsacher 10 Austria Trend Hotels https://www.facebook.com/AustriaTrendHotels

B.2 Facebook Accounts of Restaurants

We collected and analyzed posts from Facebook accounts of the following restaurants:

No. Name URL 1 ” Etta’s Roadhouse ” https://www.facebook.com/pages/-Ettas-Roadhouse-/ 244298942305969 2 ”Der Grieche” https://www.facebook.com/pages/Der-Grieche/ 304974092866212 3 ”Isola-Bella” mach Urlaub https://www.facebook.com/isolabellawels 4 ”Kaufmann & Kaufmann”, Villach https://www.facebook.com/Restaurant.Kaufmann.Villach 5 ”die Blattlaus” das bio-cafe https://www.facebook.com/dieBlattlausdasbiocafe 6 ”wirtschaft” dornbirn https://www.facebook.com/wirtschaftdornbirn 7 151er https://www.facebook.com/pages/151er/196592660361607 8 21 Zeitgenuss https://www.facebook.com/Zeitgenuss 9 2FACE https://www.facebook.com/pages/2FACE/204113509614954 10 2sun twosun https://www.facebook.com/2Suntwosun 11 3Stein Gaybar Salzburg https://www.facebook.com/3SteinGaybarSalzburg 12 5 * Sterne China Restaurant. https://www.facebook.com/pages/5-Sterne-China-Restaurant/ 124031771040321 13 5 Sterne Chinese https://www.facebook.com/pages/5-Sterne-Chinese/ 192248970814652 14 @ALDO https://www.facebook.com/pages/ALDO/200918519931828 15 ADLER FLUH https://www.facebook.com/pages/ADLER-FLUH/ 528277433959981 16 AIDA Cafe-Konditorei https://www.facebook.com/aidavienna 17 AMore Italiano https://www.facebook.com/pages/AMore-Italiano/ 372590826151588 18 ARTE wein & accessoire https://www.facebook.com/ArteWeinAccessoire 19 Abos coffee and more https://www.facebook.com/aboscoffeeandmore 20 Addo https://www.facebook.com/the.addos 21 Afro Cafe Salzburg https://www.facebook.com/AfroCafeSalzburg 22 Aida Café-Konditorei Wien https://www.facebook.com/pages/Aida-Caf%C3% A9-Konditorei-Wien/177030092305 23 Akakiko https://www.facebook.com/akakiko 24 Al Capone Steyr 07252/73881 https://www.facebook.com/pages/Al-Capone-Steyr-0725273881/ 952898234737952 25 Al DENTE Pastaria https://www.facebook.com/aldente.pasteria 26 Alfredos Pizza & Pasta Lieferservice https://www.facebook.com/alfredoscafeeristorante 27 Ali’s Pizza Kebap https://www.facebook.com/pages/Alis-Pizza-Kebap/ 258155634216858 B.2 Facebook Accounts of Restaurants 143

No. Name URL 28 Alia’s https://www.facebook.com/AliasKueche 29 AlmMonte / Wagrain https://www.facebook.com/AlmMonteWagrain 30 Almstadl Wagrain https://www.facebook.com/AlmstadlWagrain 31 Alpe Kobel https://www.facebook.com/pages/Alpe-Kobel/ 240525476098384 32 Alpengasthof Meierei https://www.facebook.com/pages/Alpengasthof-Meierei/ 720652594696312 33 Alpenlounge Seegrube https://www.facebook.com/seegrube 34 Alpz Cafe https://www.facebook.com/AlpzCafe 35 Alte Alm https://www.facebook.com/AlteAlm 36 Alte Post https://www.facebook.com/pages/Alte-Post/117361425005678 37 Altes Backhaus https://www.facebook.com/AltesBackhausWN 38 American Lighthouse Restaurant https://www.facebook.com/AmericanLighthouseRestaurant 39 American Roadhouse Graz https://www.facebook.com/www.americanroadhouse.at 40 Ammenegger Stuba https://www.facebook.com/ammeneggerstuba 41 An der Furt Pizza, Pasta & mehr https://www.facebook.com/anderfurtpizza 42 Anca S Treff https://www.facebook.com/pages/Anca-S-Treff/ 110404012492251 43 ArgeBeisl https://www.facebook.com/Argebeisl 44 Aris Taverna.Ouserie https://www.facebook.com/pages/Aris-TavernaOuserie/ 112249458854016 45 Arkadenhof Gaststätte Schwarzer Adler https://www.facebook.com/arkadenhofleoben 46 Arkadenhof Linz https://www.facebook.com/arkadenhof.linz 47 Arriba Linz https://www.facebook.com/ArribaLinz 48 Asia Goong https://www.facebook.com/asiagoong 49 Asia Neuwelt https://www.facebook.com/pages/Asia-Neuwelt/ 273415999355757 50 Asia Panda Restaurant https://www.facebook.com/asia.panda.cousin 51 Asia Restaurant Felicity https://www.facebook.com/restaurantfelicity 52 Asia Wok https://www.facebook.com/pages/Asia-Wok/105295352884605 53 AsiaLeonding https://www.facebook.com/pages/AsiaLeonding/ 121836617872082 54 Asmin Café Restaurant Adnan Dere https://www.facebook.com/asminwels 55 Aspendos https://www.facebook.com/pages/Aspendos/287577934651816 56 Assos https://www.facebook.com/pages/Assos/1521607058085509 57 Atrio Restaurant https://www.facebook.com/pages/Atrio-Restaurant/ 894917837235674 58 Auf Der Egg...... https://www.facebook.com/pages/Auf-Der-Egg/ 317349398309254 59 BBO - Table Dance Club https://www.facebook.com/pages/BBO-Table-Dance-Club/ 1450168235245666 60 BBQ Longhorn Smokehouse https://www.facebook.com/BBQLonghorn 61 BESCO-Leoben https://www.facebook.com/pages/BESCO-Leoben/ 218794481587337 62 BETTEL-ALM https://www.facebook.com/bettelalm 63 BK12 https://www.facebook.com/pages/BK12/158431229680 64 BURGER CHECKER https://www.facebook.com/burgerchecker 65 BURGERISTA Altenberger Straße https://www.facebook.com/BurgeristaLinzAltenberger 66 BURGERISTA Linz Landstraße https://www.facebook.com/BurgeristaLinzLandstrasse 67 BURGERISTA Salzburg Griesgasse https://www.facebook.com/BURGERISTASalzburgGriesgasse 68 BURGERs Peintnerstraße https://www.facebook.com/BURGERsLinzPeintnerStrasse 69 BaBoo https://www.facebook.com/pages/BaBoo/425160314275692 70 Babos Kebap https://www.facebook.com/pages/Babos-Kebap/ 748564225155751 71 Bacchus Klagenfurt https://www.facebook.com/bacchus.klagenfurt 72 BackWerk Wels https://www.facebook.com/backWerkWels 73 Bahçe https://www.facebook.com/bahcegrill 74 Balkan club https://www.facebook.com/pages/Balkan-club/ 444805398938629 144 Appendix B. Social Media Accounts

No. Name URL 75 Bar Italia Villach https://www.facebook.com/pages/Bar-Italia-Villach/ 271151427461 76 Bar Rätschkachl https://www.facebook.com/pages/Bar-R%C3%A4tschkachl/ 138339579566303 77 Bar Sassari https://www.facebook.com/pages/Bar-Sassari/ 1687656634706976 78 Bardolino https://www.facebook.com/pages/Bardolino/141414735893754 79 Barometer Bar https://www.facebook.com/barometerbar 80 Beat Graz https://www.facebook.com/beat.graz 81 Bella Casa Wolfsberg https://www.facebook.com/BellaCasaWolfsberg 82 Bella Casa | Ristorante · Pizzeria https://www.facebook.com/Bella.Casa.Ristorante.Pizzeria 83 Bella Napoli https://www.facebook.com/pages/Bella-Napoli/ 149836558412391 84 Bellini’s an Italian Bar https://www.facebook.com/pages/Bellinis-an-Italian-Bar/ 203631059699978 85 Bentley’s Lounge https://www.facebook.com/Bentleys.Linz 86 Bera Restaurant https://www.facebook.com/Beradornbirn 87 Beretta Food Passion https://www.facebook.com/BerettaFoodPassion 88 Bergdiele Restaurant-Bar-Vinothek https://www.facebook.com/Bergdiele 89 Berghof Fetz https://www.facebook.com/berghof.fetz 90 Bergstubn und Garten am Berg https://www.facebook.com/pages/Bergstubn-und-Garten-am-Berg/ 203207803206247 91 Bierlokal https://www.facebook.com/pages/Bierlokal/116951728381085 92 Bierpub - Cafe - Restaurant HEXEN- https://www.facebook.com/pages/Bierpub-Cafe-Restaurant-HEXENBRAU/ BRAU 137903922901707 93 Bildstein https://www.facebook.com/pages/Bildstein/558963147572826 94 Billard Sport Arena Innsbruck https://www.facebook.com/pages/Billard-Sport-Arena-Innsbruck/ 117431968331495 95 Billardcafe KÖÖ Mariahilferstrasse https://www.facebook.com/billardcafekoo.mh 96 BioBurgerMeister https://www.facebook.com/BioBurgerMeister 97 BioFiedler - der Biosupermarkt https://www.facebook.com/biofiedler 98 Biohotel Alpengasthof Wolfgruber, Kärn- https://www.facebook.com/pages/Biohotel-Alpengasthof-Wolfgruber-K% ten C3%A4rnten/248393379401 99 Bistro Freigeist https://www.facebook.com/bistrofreigeist 100 Bistro bauMax Linz-Leonding https://www.facebook.com/BistroBaumaxLinzLeonding 101 Blendend https://www.facebook.com/Blendend.Graz 102 Blickweit https://www.facebook.com/blickweit.de 103 Block House - Harburg https://www.facebook.com/pages/Block-House-Hamburg-Harburg/ 191899244166012 104 Blue Eyes https://www.facebook.com/pages/Blue-Eyes/222046481139946 105 Bobby’s https://www.facebook.com/bobbysibk 106 Bombay Palace https://www.facebook.com/pages/Bombay-Palace/ 201360193219385 107 Bonsai Sushi Bar https://www.facebook.com/pages/Bonsai-Sushi-Bar/ 913593845338803 108 Bottega Bregenz https://www.facebook.com/pages/Bottega-Bregenz/ 597383430354241 109 Boxenstop Dornbirn https://www.facebook.com/pages/Boxenstop-Dornbirn/ 153870731356587 110 Brandauer .... da bin ich daheim https://www.facebook.com/pages/Brandauer-da-bin-ich-daheim/ 112241348789946 111 Bratwurstglöckerl https://www.facebook.com/Bratwurstgloeckerl 112 Brauhaus Graz-Eggenberg https://www.facebook.com/pages/Brauhaus-Graz-Eggenberg/ 280591198626715 113 Brauhof Franz Josef - Kraschowitz https://www.facebook.com/pages/Brauhof-Franz-Josef-Kraschowitz/ 278425985563474 114 Break https://www.facebook.com/pages/Break/209058305787724 115 Breakfast Club Innsbruck https://www.facebook.com/breakfastclubinnsbruck 116 Bregenz Antalya Imbiss https://www.facebook.com/pages/Bregenz-Antalya-Imbiss/ 133369216735901 B.2 Facebook Accounts of Restaurants 145

No. Name URL 117 Buehnedrei https://www.facebook.com/pages/Buehnedrei/ 112681365603759 118 Bulls’ Corner Restaurant Bar https://www.facebook.com/bullscorner 119 Burg Cafe Klagenfurt by Dagmar & https://www.facebook.com/pages/Burg-Cafe-Klagenfurt-by-Dagmar-Roland/ Roland 300974183278488 120 Burger King https://www.facebook.com/pages/Burger-King/ 197858310241479 121 Burger King Innsbruck https://www.facebook.com/pages/Burger-King-Innsbruck/ 172787669423716 122 Burger King Wels https://www.facebook.com/pages/Burger-King-Wels/ 202480789770020 123 Burger King Wiener Neustadt https://www.facebook.com/pages/Burger-King-Wiener-Neustadt/ 127830800612627 124 Burgerei Linz https://www.facebook.com/pages/Burgerei-Linz/ 729294807158038 125 Burgerista https://www.facebook.com/BurgeristaWienDonauplex 126 Burggasse24 https://www.facebook.com/burggasse24 127 Burggräfler Keller ”Podrum” https://www.facebook.com/DraganFlasaTodorovic 128 Burgring 1 https://www.facebook.com/Burgring1 129 Buzihütte https://www.facebook.com/pages/Buzih%C3%BCtte/ 143079645755061 130 Bäckerei Sabathiel https://www.facebook.com/baeckerei.sabathiel 131 Bäckerei Wienerroither BHF Klagenfurt https://www.facebook.com/pages/B%C3% A4ckerei-Wienerroither-BHF-Klagenfurt/395194173829763 132 Bäckerei Wienerroither Neukauf https://www.facebook.com/pages/B%C3% A4ckerei-Wienerroither-Neukauf/508223352587257 133 Bäckerei Wienerroither Pädak https://www.facebook.com/pages/B%C3% A4ckerei-Wienerroither-P%C3%A4dak/459270117565652 134 Bäckerei im Dirndltal https://www.facebook.com/pages/B%C3% A4ckerei-im-Dirndltal/140278152838231 135 Bödele Alpenhotel https://www.facebook.com/BoedeleAlpenhotel 136 Bürgerbergalm https://www.facebook.com/buergerbergalm 137 CAFE KORB https://www.facebook.com/cafekorb 138 CAFE Martina https://www.facebook.com/pages/CAFE-Martina/ 418027581617835 139 CAFE SAN MARCO ***VIENNA*** https://www.facebook.com/pages/CAFE-SAN-MARCO-VIENNA/ 242834447277 140 CAFE STYRIA https://www.facebook.com/pages/CAFE-STYRIA/ 1470583696499510 141 CANDOLINI Cafe - Espresso - Pasta https://www.facebook.com/Candolini.Cafe.Espresso.Pasta 142 CASITA, Mediterane Spezialitäten https://www.facebook.com/restaurant.casita 143 CLUB 10 https://www.facebook.com/pages/CLUB-10/599914143378470 144 COOK OG https://www.facebook.com/cookog 145 CUENSTLER https://www.facebook.com/cuenstler 146 CUP&CINO Coffee House Salzburg https://www.facebook.com/pages/CUPCINO-Coffee-House-Salzburg/ 234947263222021 147 CUP&CINO central Linz https://www.facebook.com/CUPCINOcentralLinz 148 C&c Wok Restaurant Leoben https://www.facebook.com/pages/Cc-Wok-Restaurant-Leoben/ 1516559348603247 149 Cafe ”Pavlvs” Bar https://www.facebook.com/pages/Cafe-Pavlvs-Bar/ 815585518481351 150 Cafe - Restaurant M & W https://www.facebook.com/pages/Cafe-Restaurant-M-W/ 133703326687298 151 Cafe 14eins-endlos https://www.facebook.com/Cafe14einsEndlos 152 Cafe 21 https://www.facebook.com/pages/Cafe-21/205458019465474 153 Cafe 4 You https://www.facebook.com/pages/Cafe-4-You/ 185032361539752 154 Cafe 7 https://www.facebook.com/pages/Cafe-7/226683127501010 155 Cafe Admiral Sportwetten https://www.facebook.com/pages/Cafe-Admiral-Sportwetten/ 195787580440381 146 Appendix B. Social Media Accounts

No. Name URL 156 Cafe Amann https://www.facebook.com/pages/Cafe-Amann/ 175007915879076 157 Cafe Amaretto https://www.facebook.com/pages/Cafe-Amaretto/ 186273898064591 158 Cafe Antalya https://www.facebook.com/pages/Cafe-Antalya/ 163993547132424 159 Cafe April https://www.facebook.com/pages/Cafe-April/ 160503124003774 160 Cafe Bachinger https://www.facebook.com/pages/Cafe-Bachinger/ 117743914973581 161 Cafe Bar Ambiente Innsbruck https://www.facebook.com/pages/Cafe-Bar-Ambiente-Innsbruck/ 1551127991833209 162 Cafe Bar Bravo! Linz https://www.facebook.com/pages/Cafe-Bar-Bravo-Linz/ 201673604846 163 Cafe Bar Laby https://www.facebook.com/cafelaby 164 Cafe Bar Lounge Focus https://www.facebook.com/pages/Cafe-Bar-Lounge-Focus/ 117303611753811 165 Cafe Bar Magistrat https://www.facebook.com/cafe.magistrat 166 Cafe Bar Maria von Burgund https://www.facebook.com/pages/Cafe-Bar-Maria-von-Burgund/ 196068527081800 167 Cafe Bar Restaurant STERN https://www.facebook.com/pages/Cafe-Bar-Restaurant-STERN/ 116832135058294 168 Cafe Bar Ring18 https://www.facebook.com/cafering18 169 Cafe Bellini https://www.facebook.com/cafebellini 170 Cafe Bellissimo https://www.facebook.com/filmcafebellissimo 171 Cafe Benzin https://www.facebook.com/pages/Cafe-Benzin/ 115244831838373 172 Cafe Berger Krems An Der Donau https://www.facebook.com/pages/Cafe-Berger-Krems-An-Der-Donau/ 319270574840044 173 Cafe Bernhart https://www.facebook.com/pages/Cafe-Bernhart/ 112691945475326 174 Cafe Bierbeisl Einstein - Das geniale Lokal https://www.facebook.com/einstein.at 175 Cafe Billabong https://www.facebook.com/pages/Cafe-Billabong/ 158880090796552 176 Cafe Bistro ”Bellini” https://www.facebook.com/CafeBistroBellini 177 Cafe Bistro Gritsch Innsbruck Anich- https://www.facebook.com/cafegritsch strasse 178 Cafe Biz https://www.facebook.com/pages/Cafe-Biz/196512557033984 179 Cafe Braike https://www.facebook.com/pages/Cafe-Braike/ 105342069545649 180 Cafe Brückner https://www.facebook.com/pages/Cafe-Br%C3%BCckner/ 163189310440097 181 Cafe Cardinal https://www.facebook.com/pages/Cafe-Cardinal/ 150132121713853 182 Cafe Central https://www.facebook.com/pages/Cafe-Central/ 130005907067623 183 Cafe Central - Donawitz https://www.facebook.com/pages/Cafe-Central-Donawitz/ 603955866330897 184 Cafe Central Traisenpark https://www.facebook.com/pages/Cafe-Central-Traisenpark/ 206278792732200 185 Cafe Chilly Leoben https://www.facebook.com/pages/Cafe-Chilly-Leoben/ 414872041898286 186 Cafe Cine-Bar https://www.facebook.com/pages/Cafe-Cine-Bar/ 191951594172606 187 Cafe Classic https://www.facebook.com/cafeclassicsalzburg 188 Cafe Corner https://www.facebook.com/pages/Cafe-Corner/ 302603756511819 189 Cafe Corso https://www.facebook.com/klagenfurt.cafe.corso 190 Cafe Cosmopolit https://www.facebook.com/pages/Cafe-Cosmopolit/ 390062237831726 191 Cafe Dani https://www.facebook.com/pages/Cafe-Dani/212890195391085 B.2 Facebook Accounts of Restaurants 147

No. Name URL 192 Cafe Danner https://www.facebook.com/pages/Cafe-Danner/ 102876289840780 193 Cafe Day Night https://www.facebook.com/CafeDayNight 194 Cafe DomGassner https://www.facebook.com/DomGassner 195 Cafe Dominici https://www.facebook.com/pages/Cafe-Dominici/ 208127275865196 196 Cafe EX-YU https://www.facebook.com/pages/Cafe-EX-YU/ 118179028343222 197 Cafe Easy https://www.facebook.com/pages/Cafe-Easy/219728851390131 198 Cafe Eisvogel https://www.facebook.com/pages/Cafe-Eisvogel/ 171537056239803 199 Cafe Elisabeth https://www.facebook.com/pages/Cafe-Elisabeth/ 361502754033138 200 Cafe Elly https://www.facebook.com/pages/Cafe-Elly/350547825126351 201 Cafe Escorial https://www.facebook.com/pages/Cafe-Escorial/ 146728955380136 202 Cafe Exx https://www.facebook.com/pages/Cafe-Exx/142731352429870 203 Cafe Fair Play von damals https://www.facebook.com/pages/Cafe-Fair-Play-von-damals/ 152637511447242 204 Cafe Feinspitz - Gästehaus Winkler https://www.facebook.com/cafefeinspitz 205 Cafe Feurstein https://www.facebook.com/pages/Cafe-Feurstein/ 450761394956730 206 Cafe Fredi https://www.facebook.com/CafeFredy 207 Cafe Fröhlich Münichholz https://www.facebook.com/pages/Cafe-Fr%C3%B6hlich-M%C3% BCnichholz/303684972982765 208 Cafe Generals https://www.facebook.com/CafeGenerals 209 Cafe Gschirreiter https://www.facebook.com/Gschirreiter 210 Cafe Hecht Feldkirch https://www.facebook.com/cafehechtfeldkirch 211 Cafe Hoffmann https://www.facebook.com/pages/Cafe-Hoffmann/ 123077911101291 212 Cafe Hoppala https://www.facebook.com/pages/Cafe-Hoppala/ 114177578657114 213 Cafe JACK https://www.facebook.com/JC.Villach 214 Cafe Joannas https://www.facebook.com/pages/Cafe-Joannas/ 516478255122953 215 Cafe Jochum https://www.facebook.com/pages/Cafe-Jochum/ 196013193761916 216 Cafe KUB https://www.facebook.com/pages/Cafe-KUB/150292705039642 217 Cafe Kirscherl https://www.facebook.com/pages/Cafe-Kirscherl/ 285249268281283 218 Cafe Konditorei Bernold https://www.facebook.com/cafebernold 219 Cafe Konditorei Schwarz Hart https://www.facebook.com/KonditoreiSchwarz3 220 Cafe Konditorei Schwarz Michaels- https://www.facebook.com/KonditoreiSchwarz1 bergstraße 221 Cafe Konditorei Schwarz Stadtplatz https://www.facebook.com/KonditoreiSchwarz2 222 Cafe Konditorei Stöbich https://www.facebook.com/pages/Cafe-Konditorei-St%C3% B6bich/205929699422348 223 Cafe Konditorei Ullmann https://www.facebook.com/Konditorei.Ullmann 224 Cafe La Luna https://www.facebook.com/CafeLaLuna 225 Cafe LaStrada https://www.facebook.com/pages/Cafe-LaStrada/ 150573271679905 226 Cafe Leopold https://www.facebook.com/cafeleopoldvienna 227 Cafe Linauer https://www.facebook.com/pages/Cafe-Linauer/ 113625632119771 228 Cafe MG https://www.facebook.com/pages/Cafe-MG/214471785232811 229 Cafe Meier https://www.facebook.com/pages/Cafe-Meier/ 181838141859876 230 Cafe Melanie https://www.facebook.com/pages/Cafe-Melanie/ 128199113920035 148 Appendix B. Social Media Accounts

No. Name URL 231 Cafe Merlin Dornbirn https://www.facebook.com/pages/Cafe-Merlin-Dornbirn/ 276475785804012 232 Cafe Metro https://www.facebook.com/pages/Cafe-Metro/ 131898246879635 233 Cafe Napoleon https://www.facebook.com/pages/Cafe-Napoleon/ 237836016239174 234 Cafe Neuhauser https://www.facebook.com/pages/Cafe-Neuhauser/ 131916580212519 235 Cafe Obadoba https://www.facebook.com/pages/Cafe-Obadoba/ 106388786051056 236 Cafe Olé https://www.facebook.com/pages/Cafe-Ol%C3%A9/ 591915977540137 237 Cafe Orange https://www.facebook.com/pages/Cafe-Orange/ 142693802464074 238 Cafe Pamina https://www.facebook.com/paminacafe 239 Cafe Piazza Bar https://www.facebook.com/CafePiazzaBar 240 Cafe Pizzeria Rainer https://www.facebook.com/pages/Cafe-Pizzeria-Rainer/ 412764715529120 241 Cafe Polanz Seiersberg https://www.facebook.com/CafePolanzSeiersberg 242 Cafe Premiere https://www.facebook.com/pages/Cafe-Premiere/ 165760750143404 243 Cafe Prestige https://www.facebook.com/pages/Cafe-Prestige/ 186685218039659 244 Cafe Prislo https://www.facebook.com/pages/Cafe-Prislo/ 215080305221361 245 Cafe Pub V1 https://www.facebook.com/pages/Cafe-Pub-V1/ 180630528634701 246 Cafe Pusch https://www.facebook.com/CafePusch 247 Cafe Pyramide https://www.facebook.com/cafepyramide 248 Cafe Queen https://www.facebook.com/pages/Cafe-Queen/ 195286617174243 249 Cafe Quo Vadis https://www.facebook.com/pages/Cafe-Quo-Vadis/ 162901510465138 250 Cafe Remix https://www.facebook.com/pages/Cafe-Remix/ 135724386494148 251 Cafe Restaurant Antebia https://www.facebook.com/CafeRestaurantAntebia 252 Cafe Restaurant Jedermann https://www.facebook.com/pages/Cafe-Restaurant-Jedermann/ 305626381654 253 Cafe Restaurant Leutbühel Bregenz https://www.facebook.com/leutbuehel 254 Cafe Restaurant Montfort https://www.facebook.com/pages/Cafe-Restaurant-Montfort/ 365611310160049 255 Cafe Restaurant Olivenbaum https://www.facebook.com/CafeRestaurantOlivenbaum 256 Cafe Restaurant Sissi https://www.facebook.com/caferestaurantsissi 257 Cafe Rewü https://www.facebook.com/pages/Cafe-Rew%C3%BC/ 182731264088 258 Cafe Roma https://www.facebook.com/caferoma3100 259 Cafe Royal Graz https://www.facebook.com/pages/Cafe-Royal-Graz/ 175471479140231 260 Cafe Sailer https://www.facebook.com/CafeSailer 261 Cafe Segafredo https://www.facebook.com/Segafredo.Wels 262 Cafe Spatz https://www.facebook.com/cafespatzibk 263 Cafe Stadler https://www.facebook.com/pages/Cafe-Stadler/ 123813270971722 264 Cafe Steinhauser https://www.facebook.com/pages/Cafe-Steinhauser/ 116668665083538 265 Cafe Stella https://www.facebook.com/pages/Cafe-Stella/ 257974854236308 266 Cafe Sunrise https://www.facebook.com/pages/Cafe-Sunrise/ 111955018837255 267 Cafe Sylvia https://www.facebook.com/pages/Cafe-Sylvia/ 144916822202595 B.2 Facebook Accounts of Restaurants 149

No. Name URL 268 Cafe Süd https://www.facebook.com/pages/Cafe-S%C3%BCd/ 160663610677365 269 Cafe Süd (Puff) https://www.facebook.com/pages/Cafe-S%C3%BCd-Puff/ 129104317166785 270 Cafe Tomaselli https://www.facebook.com/pages/Cafe-Tomaselli/ 161264377219615 271 Cafe Treff Disco Bar GmbH https://www.facebook.com/pages/Cafe-Treff-Disco-Bar-GmbH/ 154413897950040 272 Cafe Tyrolis https://www.facebook.com/tyrolisinnrain 273 Cafe Unterberger Feldkirch :) https://www.facebook.com/pages/Cafe-Unterberger-Feldkirch-/ 161038507332042 274 Cafe Valdés https://www.facebook.com/pages/Cafe-Vald%C3%A9s/ 151563758199303 275 Cafe Walzer https://www.facebook.com/pages/Cafe-Walzer/ 196330067052752 276 Cafe Weitgasser https://www.facebook.com/cafeweitgasser 277 Cafe Werndl https://www.facebook.com/pages/Cafe-Werndl/ 193036107384051 278 Cafe Witetschka https://www.facebook.com/cafewitetschka 279 Cafe Ziegler https://www.facebook.com/pages/Cafe-Ziegler/ 141628555968514 280 Cafe & Shishasalon Orient https://www.facebook.com/pages/Cafe-Shishasalon-Orient/ 130505003676368 281 Cafe am Platz https://www.facebook.com/cafeamplatz100 282 Cafe como - coffee and more Klagenfurt https://www.facebook.com/pages/Cafe-como-coffee-and-more-Klagenfurt/ 204817780041 283 Cafe- Restaurant Luag ahe https://www.facebook.com/CafeRestaurantLuagAhe 284 Cafe-Bar Etc https://www.facebook.com/pages/Cafe-Bar-Etc/ 178639045514874 285 Cafe-Bar Kornmarkt https://www.facebook.com/pages/Cafe-Bar-Kornmarkt/ 191038137596332 286 Cafe-Pension Brandstetter https://www.facebook.com/pages/Cafe-Pension-Brandstetter/ 344504505707959 287 Cafe-Pub Skäferl https://www.facebook.com/pages/Cafe-Pub-Sk%C3%A4ferl/ 143825639015235 288 Cafe-Restaurant Paradox https://www.facebook.com/pages/Cafe-Restaurant-Paradox/ 196231817072020 289 Cafe-Restaurant-Pizzeria Haslach Mo- https://www.facebook.com/pages/Cafe-Restaurant-Pizzeria-Haslach-Mohanty-KEG/ hanty KEG 105425212871505 290 Cafe-Seifert https://www.facebook.com/pages/Cafe-Seifert/ 679073815489630 291 Cafe/Club Belami - Vienna https://www.facebook.com/ClubBelami 292 Cafesito https://www.facebook.com/pages/Cafesito/159879240734453 293 Caffe Pernau https://www.facebook.com/pages/Caffe-Pernau/ 195885930493475 294 Caffe luca https://www.facebook.com/pages/Caffe-luca/ 125071394217252 295 Caffee Central https://www.facebook.com/pages/Caffee-Central/ 199173936780033 296 Caffeteria-Bar Cavallo https://www.facebook.com/pages/Caffeteria-Bar-Cavallo/ 147057815449970 297 Caffé da mika https://www.facebook.com/mika.wels 298 Cafino Wolfsberg https://www.facebook.com/cafino9400 299 Café Erika https://www.facebook.com/pages/Caf%C3%A8-Erika/ 191313974225338 300 Café Friends, Baden https://www.facebook.com/pages/Caf%C3%A8-Friends-Baden/ 151736611570365 301 Café Maxy’s https://www.facebook.com/CafeMaxys 302 Café visAvis https://www.facebook.com/cafevisavis12 303 Café Alexandra https://www.facebook.com/CafeAlexandra 304 Café Bar Orange https://www.facebook.com/cbograz 150 Appendix B. Social Media Accounts

No. Name URL 305 Café Bazar https://www.facebook.com/cafesalzburg 306 Café Beniva https://www.facebook.com/pages/Caf%C3%A9-Beniva/ 123935097783210 307 Café Bistro Mö https://www.facebook.com/pages/Caf%C3%A9-Bistro-M%C3%B6/ 1569327406618054 308 Café Central Wien https://www.facebook.com/CafeCentral.Wien 309 Café Daheim https://www.facebook.com/pages/Caf%C3%A9-Daheim/ 240828129408619 310 Café Engl https://www.facebook.com/cafeengl 311 Café Florian https://www.facebook.com/pages/Caf%C3%A9-Florian/ 434702523221078 312 Café Fotter https://www.facebook.com/CafeFotter 313 Café Glockenspiel https://www.facebook.com/pages/Caf%C3%A9-Glockenspiel/ 479347932089681 314 Café Herzig https://www.facebook.com/pages/Caf%C3%A9-Herzig/ 232535286950520 315 Café Katzung https://www.facebook.com/cafe.katzung 316 Café Konditorei Peintner Eis https://www.facebook.com/KonditoreiPeintner 317 Café Konditorei Restaurant Rainer https://www.facebook.com/pages/Caf%C3% A9-Konditorei-Restaurant-Rainer/144282482303236 318 Café Landtmann https://www.facebook.com/pages/Caf%C3%A9-Landtmann/ 110328455662371 319 Café Matinée - Le petit Paris https://www.facebook.com/cafe.matinee.le.petit.paris 320 Café Mitt’n drin https://www.facebook.com/mittndrin.cafe 321 Café Mozart https://www.facebook.com/cafemozartsalzburg 322 Café Munding https://www.facebook.com/cafemunding 323 Café Museum https://www.facebook.com/CafeMuseumWien 324 Café Nostalgie https://www.facebook.com/pages/Caf%C3%A9-Nostalgie/ 1563493943884078 325 Café Palais https://www.facebook.com/pages/Caf%C3%A9-Palais/ 201942866491737 326 Café Postmann https://www.facebook.com/pages/Caf%C3%A9-Postmann/ 96282154253 327 Café Prückel https://www.facebook.com/pages/Caf%C3%A9-Pr%C3%BCckel/ 105331366213100 328 Café Republica https://www.facebook.com/pages/Caf%C3%A9-Republica/ 189249891111675 329 Café Restaurant OBEN https://www.facebook.com/Cafe.Restaurant.OBEN 330 Café Rouge https://www.facebook.com/pages/Caf%C3%A9-Rouge/ 213566628676221 331 Café Sacher https://www.facebook.com/pages/Caf%C3%A9-Sacher/ 163868830300273 332 Café Sacher Graz https://www.facebook.com/pages/Caf%C3%A9-Sacher-Graz/ 190447630990934 333 Café Schnell https://www.facebook.com/pages/Caf%C3%A9-Schnell/ 278649632229785 334 Café Schubert https://www.facebook.com/pages/Caf%C3%A9-Schubert/ 135203765669 335 Café Strassmair https://www.facebook.com/Cafe.Strassmair 336 Café TONY’s Innsbruck https://www.facebook.com/pages/Caf%C3% A9-TONYs-Innsbruck/111259912298893 337 Café Trailer https://www.facebook.com/pages/Caf%C3%A9-Trailer/ 167328336626145 338 Café Traxlmayr https://www.facebook.com/pages/Caf%C3%A9-Traxlmayr/ 319267821444792 339 Café Wenger https://www.facebook.com/CafeWenger 340 Café Z https://www.facebook.com/pages/Caf%C3%A9-Z/ 164704710238358 341 Café b67 https://www.facebook.com/cafeb67 342 Café de Paris - SCW Wels https://www.facebook.com/pages/Caf%C3% A9-de-Paris-SCW-Wels/122864031128870 B.2 Facebook Accounts of Restaurants 151

No. Name URL 343 Café de l’ Europe https://www.facebook.com/delEurope 344 Café erde https://www.facebook.com/CafeErde 345 Café-Konditorei Hagmann https://www.facebook.com/pages/Caf%C3% A9-Konditorei-Hagmann/211643895517633 346 Café-Konditorei Vock https://www.facebook.com/pages/Caf%C3% A9-Konditorei-Vock/945717625460844 347 Calouba Californian Restaurant https://www.facebook.com/pages/Calouba-Californian-Restaurant/ 1469351219998613 348 Cammerlander https://www.facebook.com/cammerlander.innsbruck 349 Cantina Tavagnacco https://www.facebook.com/cantinatavagnacco 350 Carpe Diem Finest Fingerfood https://www.facebook.com/CarpeDiemFinestFingerfood 351 Castelletto https://www.facebook.com/pages/Castelletto/ 285828431526953 352 Castellino https://www.facebook.com/pages/Castellino/ 175426435974740 353 Cavallo https://www.facebook.com/pages/Cavallo/149625128435580 354 Centimeter https://www.facebook.com/centimetergersthof 355 Cha No Ma https://www.facebook.com/Nipponya.ChaNoMa 356 Chaplin’s Bar | Bistro https://www.facebook.com/pages/Chaplins-Bar-Bistro/ 401942039876436 357 Charly Temmel Eis https://www.facebook.com/Charly.Temmel.Eis 358 Charly’s American Grill https://www.facebook.com/pages/Charlys-American-Grill/ 501982206527678 359 Chattanooga https://www.facebook.com/ChattanoogaAmGraben 360 Chen’s https://www.facebook.com/pages/Chens/188665881168758 361 Chen’s ASIA Restaurant https://www.facebook.com/ChensAsiaLeonding 362 Chen’s Cooking https://www.facebook.com/pages/Chens-Cooking-/ 385823616423 363 Chens Dining Bar https://www.facebook.com/pages/Chens-Dining-Bar/ 509183672456811 364 Chens Relax Dornbirn https://www.facebook.com/pages/Chens-Relax-Dornbirn/ 519523664761371 365 Chez Nico https://www.facebook.com/pages/Chez-Nico/154662217931312 366 Chicken King https://www.facebook.com/pages/Chicken-King/ 422262244503723 367 ChilleX - Cafe | Shisha | Lounge https://www.facebook.com/CafeChilleX 368 Chillen @BeachBar https://www.facebook.com/pages/Chillen-BeachBar/ 299234626817371 369 China -Restaurant fu cheng https://www.facebook.com/pages/China-Restaurant-fu-cheng/ 211926152173217 370 China Restaurant ”Sonne” https://www.facebook.com/pages/China-Restaurant-Sonne/ 831608746920250 371 China Restaurant ”Zum Goldenen Panda” https://www.facebook.com/GoPanda 372 China Restaurant - Chinagarten https://www.facebook.com/pages/China-Restaurant-Chinagarten/ 185269031549060 373 China Restaurant Formosa https://www.facebook.com/ChinaRestaurantFormosa 374 China Restaurant Kaiser https://www.facebook.com/pages/China-Restaurant-Kaiser/ 206591646053336 375 China Restaurant Pagode https://www.facebook.com/pages/China-Restaurant-Pagode/ 165543000161527 376 China Restaurant Singapore https://www.facebook.com/pages/China-Restaurant-Singapore/ 207463592600885 377 China Restaurant Xing - Long https://www.facebook.com/pages/China-Restaurant-Xing-Long/ 209037825789533 378 China Town Nideggegasse 8 6900 Bre- https://www.facebook.com/pages/China-Town-Nideggegasse-8-6900-Bregenz/ genz 207952609249461 379 China-Restaurant Da-li https://www.facebook.com/pages/China-Restaurant-Da-li/ 105301572882458 380 China-Restaurant Happy Chinese https://www.facebook.com/pages/China-Restaurant-Happy-Chinese/ 154188091305109 152 Appendix B. Social Media Accounts

No. Name URL 381 China-Restaurant Kristallpalast https://www.facebook.com/pages/China-Restaurant-Kristallpalast/ 118610078223059 382 China-Restaurant Lili https://www.facebook.com/pages/China-Restaurant-Lili/ 171241802935559 383 China-Restaurant Manda https://www.facebook.com/pages/China-Restaurant-Manda/ 131090570295016 384 China-Restaurant Neue Welt https://www.facebook.com/pages/China-Restaurant-Neue-Welt/ 221425067914231 385 China-Restaurant Sinorama https://www.facebook.com/pages/China-Restaurant-Sinorama/ 205754552772914 386 China-Restaurant Stiegl-Insel https://www.facebook.com/pages/China-Restaurant-Stiegl-Insel/ 150001715061005 387 China-Restaurant https://www.facebook.com/ChinaRestaurantTaiwan 388 Chinarestaurant Jade Garden https://www.facebook.com/pages/Chinarestaurant-Jade-Garden/ 183139148406462 389 Chinatown https://www.facebook.com/pages/Chinatown/162089767191289 390 Chocolaterie zartbitter https://www.facebook.com/Chocolaterie.zartbitter 391 Chopstix BBQ https://www.facebook.com/chopstixbbq 392 Churrascaria Favela - Grill https://www.facebook.com/ChurrascariaFavela 393 Cimbalino / Kremser Altstadt - Bistro - https://www.facebook.com/pages/Cimbalino-Kremser-Altstadt-Bistro-Weinbar-Cafe/ Weinbar - Cafe 166670163354414 394 Cioccolateria Marinello https://www.facebook.com/cioccolateriamarinello 395 City Kebab https://www.facebook.com/pages/City-Kebab/ 214346258576882 396 Clementine Cafe - Patisserie https://www.facebook.com/pages/Clementine-Cafe-Patisserie/ 170892946310554 397 Clocktower Graz https://www.facebook.com/clocktowergraz 398 Cofeba https://www.facebook.com/pages/Cofeba/1581676368730849 399 Coffee&Kitchen https://www.facebook.com/coffeeandkitchengraz 400 Coffeeshop Company Innsbruck https://www.facebook.com/CoffeeshopCompanyInnsbruck 401 Coffeeshop Leoben https://www.facebook.com/pages/Coffeeshop-Leoben/ 112103605474916 402 Colosseo https://www.facebook.com/pages/Colosseo/1430314797287820 403 Condor https://www.facebook.com/condor.graz 404 Cooking King https://www.facebook.com/pages/Cooking-King/395188716843 405 CookingWU https://www.facebook.com/CookingWU 406 Country Home Krems https://www.facebook.com/countryhomekrems.at 407 Cubus https://www.facebook.com/Cubus.at 408 CulturCafé Smaragd https://www.facebook.com/CulturCafeSmaragd 409 D2 Cafe Bar Bistro https://www.facebook.com/pages/D2-Cafe-Bar-Bistro/ 105801579758748 410 DAO https://www.facebook.com/pages/DAO-%E9%81%93/ 1581901722058563 411 DIE BRÜHER https://www.facebook.com/DIEBRUEHER 412 DOAR Restaurant https://www.facebook.com/doarrestaurant 413 DOAR Ristorante Pizzeria https://www.facebook.com/pages/DOAR-Ristorante-Pizzeria/ 363891220477205 414 DOLCE VITA - Restaurant / Bistretto https://www.facebook.com/dolcevitaklagenfurt 415 DONG & CAI https://www.facebook.com/dongcai 416 DOTS - Restaurant Bar Lounge https://www.facebook.com/dotsvienna 417 DUOMO ”Genuss auf italienisch” https://www.facebook.com/Duomoitalienisch 418 Da Antonio https://www.facebook.com/pages/Da-Antonio/ 1474953796075626 419 Da Nicola https://www.facebook.com/pages/Da-Nicola/195142427188701 420 Da Pina https://www.facebook.com/pages/Da-Pina/195090030510169 421 Da Ponte - The Sweetwater Bar https://www.facebook.com/dapontevilach 422 Da Rino https://www.facebook.com/pages/Da-Rino/153549208035823 423 Daily’s https://www.facebook.com/DailysComeInAndEnjoy 424 Das Buchcafe https://www.facebook.com/DasBuchcafe B.2 Facebook Accounts of Restaurants 153

No. Name URL 425 Das Damals - Cafe-Restaurant https://www.facebook.com/pages/Das-Damals-Cafe-Restaurant/ 112691172141777 426 Das Ist Walter Villach https://www.facebook.com/dasistwaltervillach2 427 Das Schloss- Herbersteins Brasserie https://www.facebook.com/DasSchlossHerbersteinsBrasserie 428 Das Smart:in - die smarte Location beim https://www.facebook.com/SmartinWien Wiener Rathaus 429 Das ZeitGeist https://www.facebook.com/Das.ZeitGeist.Klagenfurt 430 Das kleine Cafe am Ring https://www.facebook.com/DasKleineCafeAmRing 431 DasBACH https://www.facebook.com/dasBACH1160 432 Del Capo Innsbruck https://www.facebook.com/DelCapoInnsbruck 433 Deli am Naschmarkt https://www.facebook.com/pages/Deli-am-Naschmarkt/ 106014576134827 434 Delicious Klagenfurt - vegetarisches https://www.facebook.com/Deliciousfood.at Restaurant 435 Delight Restaurant https://www.facebook.com/delight.innsbruck 436 Delikatessen Frankowitsch https://www.facebook.com/pages/Delikatessen-Frankowitsch/ 136508313028812 437 Demirbas KEBAP https://www.facebook.com/DemirbasKebap 438 Der Burger Brater https://www.facebook.com/derbugerbrater 439 Der Mann https://www.facebook.com/pages/Der-Mann/160864760646022 440 Der Stadtwirt Villach https://www.facebook.com/DerStadtwirt 441 Der Steirer https://www.facebook.com/restaurantdersteirer 442 Der Stoffbauer Wirtshaus & Hotel https://www.facebook.com/pages/Der-Stoffbauer-Wirtshaus-Hotel/ 256771057761953 443 Der Waldhof https://www.facebook.com/derwaldhof.daswirtshaus 444 Desperado Kitchen https://www.facebook.com/desperadokitchen 445 Deuring Schlössle https://www.facebook.com/pages/Deuring-Schl%C3%B6ssle/ 149657791764314 446 Di Caprio Pizzeria https://www.facebook.com/pages/Di-Caprio-Pizzeria/ 182724345253565 447 Didi Chen’s Mongole BBQ Lentia City https://www.facebook.com/MongoleLentiaCity 448 Die Alte Schmiede https://www.facebook.com/pages/Die-Alte-Schmiede/ 105426566202409 449 Die Buschenschank https://www.facebook.com/pages/Die-Buschenschank/ 683774768434301 450 Die Café-Bar s´Finanzamt https://www.facebook.com/pages/Die-Caf%C3% A9-Bar-sFinanzamt/128384654262 451 Die Herzl https://www.facebook.com/dieherzl 452 Die Kaffeebohne https://www.facebook.com/DieKaffebohne 453 Die Pizzerei https://www.facebook.com/pages/Die-Pizzerei/ 211832612244840 454 Die Scherbe https://www.facebook.com/diescherbegraz 455 Die Seedose https://www.facebook.com/dieseedose 456 Die Tränke https://www.facebook.com/DieTraenke 457 Die Welle https://www.facebook.com/pages/Die-Welle/140884669332080 458 Die gute Stube ”d’ Mentscha” https://www.facebook.com/pages/Die-gute-Stube-d-Mentscha/ 675346499226359 459 Dilor’s restaurant, Bar, Cafe https://www.facebook.com/dilors.restaurant 460 Dimis Cafe & Bistro https://www.facebook.com/pages/Dimis-Cafe-Bistro/ 454041594667754 461 Disco Club Arena https://www.facebook.com/pages/Disco-Club-Arena/ 277212069097355 462 Divino trattoria https://www.facebook.com/pages/Divino-trattoria/ 650698784987255 463 Diwan Holzkohlen Grill https://www.facebook.com/diwanhkg 464 Do & Co im Casino Baden https://www.facebook.com/pages/Do-Co-im-Casino-Baden/ 172729822820250 465 Doblhoffpark Cafe-Restaurant https://www.facebook.com/pages/Doblhoffpark-Cafe-Restaurant/ 196465010382867 154 Appendix B. Social Media Accounts

No. Name URL 466 Dogana https://www.facebook.com/pages/Dogana/10150131806340311 467 Dolce Vita Dornbirn https://www.facebook.com/Dolcevitadornbirn 468 Dolce Vita Ice Cream & Coffee https://www.facebook.com/pages/Dolce-Vita-Ice-Cream-Coffee/ 1420466814834179 469 Dompizzeria https://www.facebook.com/pages/Dompizzeria/ 144373628969051 470 Don Camillo 007 https://www.facebook.com/pages/Don-Camillo-007/ 136181409785756 471 Don Camillo bringts https://www.facebook.com/pages/Don-Camillo-bringts/ 103822986321842 472 Don Camillo im Margarethenbad https://www.facebook.com/DonCamilloimMargaretenbad 473 Donaualm https://www.facebook.com/donaualm 474 Donaurestaurant Tuttendörfl https://www.facebook.com/pages/Donaurestaurant-Tuttend% C3%B6rfl/356857827703183 475 Doret - Die Brötchenmanufaktur https://www.facebook.com/pages/Doret-Die-Br%C3% B6tchenmanufaktur/208251059313157 476 Dorfcafe Nenzing https://www.facebook.com/pages/Dorfcafe-Nenzing/ 336556089740576 477 Doy Doy Pizza & Kebap https://www.facebook.com/doydoywels 478 Dr. Duc Cafe-Bar https://www.facebook.com/DrDucCafe 479 Ducks COFFEE SHOP https://www.facebook.com/DucksCOFFEESHOP 480 Duomo https://www.facebook.com/pages/Duomo/201517186544423 481 Dvoracek Ambiente & Genuss https://www.facebook.com/dvoracekgenuss 482 Döller https://www.facebook.com/pages/D%C3%B6ller/ 204094212980266 483 ETERNO https://www.facebook.com/pages/E-T-E-R-N-O/ 185698164808540 484 EL GAUCHO im Landhaus https://www.facebook.com/pages/EL-GAUCHO-im-Landhaus/ 387542087958404 485 Ebi https://www.facebook.com/pages/Ebi/143572945694208 486 Edelsberger Wirtin Gastwirtschaft https://www.facebook.com/edelsberger.wirtin 487 Edelweißalm https://www.facebook.com/pages/Edelwei%C3%9Falm/ 177004508996602 488 Eder - Das Hochkönig Lifetime Hotel https://www.facebook.com/hoteleder 489 Eduardos Pizza Service https://www.facebook.com/pages/Eduardos-Pizza-Service/ 162838947113781 490 Einhorn https://www.facebook.com/pages/Einhorn/326338270409 491 Einkehr Zur Wüdn Goass https://www.facebook.com/pages/Einkehr-Zur-W%C3% BCdn-Goass/439042859530833 492 Eis Cafe Pinocchio https://www.facebook.com/pages/Eis-Cafe-Pinocchio/ 171028526280314 493 Eiscafe Braike https://www.facebook.com/pages/Eiscafe-Braike/ 196145420402259 494 Eispavillon-am-See https://www.facebook.com/pages/Eispavillon-am-See/ 113949381966151 495 El Gaucho im Design Tower https://www.facebook.com/elgauchowien 496 El Greco https://www.facebook.com/pages/El-Greco/198114640220882 497 El Hans https://www.facebook.com/elhansrestaurant 498 El Paso Wels Neustadt https://www.facebook.com/elpasowels 499 Elbe - Cafe https://www.facebook.com/elbecafe 500 Elferhaus https://www.facebook.com/elferhaus 501 Elkes Cafe https://www.facebook.com/pages/Elkes-Cafe/ 189754221091859 502 Embassy Wolfsberg https://www.facebook.com/botschaft.wolfsberg 503 Emmi https://www.facebook.com/kaffeebohnenmonster 504 Emmi’s Cafe https://www.facebook.com/pages/Emmis-Cafe/ 242957769083771 505 Emmy’s American Diner & Cafe https://www.facebook.com/emmysdiner 506 Engel https://www.facebook.com/pages/Engel/112708443605 507 Englischer Reiter im Wiener Prater https://www.facebook.com/pages/Englischer-Reiter-im-Wiener-Prater/ 195223687194201 B.2 Facebook Accounts of Restaurants 155

No. Name URL 508 Erlebnisbrauerei Rudolf https://www.facebook.com/Restaurant.Rudolf 509 Espresso Unterberger Strassenterrasse https://www.facebook.com/pages/Espresso-Unterberger-Strassenterrasse/ 202703166414302 510 Espresso hochAmt e.U. https://www.facebook.com/Hochamt 511 Ess Bar City Lounge https://www.facebook.com/pages/Ess-Bar-City-Lounge/ 239439872917969 512 EssBar https://www.facebook.com/cafeklagenfurt 513 Essbar Caldarium https://www.facebook.com/pages/Essbar-Caldarium/ 431801460225874 514 Essbar & Curry11 https://www.facebook.com/pages/Essbar-Curry11/ 365576843593030 515 Etap Restaurant https://www.facebook.com/pages/Etap-Restaurant/ 132370300164940 516 Eulenspiegel das Bierlokal https://www.facebook.com/Bierlokal.Eulenspiegel 517 Eulenstüberl https://www.facebook.com/Eulenstueberl 518 Euphrat Kebap Dornbirn https://www.facebook.com/pages/Euphrat-Kebap-Dornbirn/ 59541843270 519 Eva’s Cafe https://www.facebook.com/pages/Evas-Cafe/ 1433402693558514 520 Event Restaurant Kürnberghalle https://www.facebook.com/pages/Event-Restaurant-K%C3% BCrnberghalle/147529585306155 521 Everest Nepali Kitchen Cafe & Restaurant https://www.facebook.com/everestnepalirestaurant 522 FELBER BROT - Qualität seit 1957 https://www.facebook.com/Felberbrot 523 FELIX Elixhausen https://www.facebook.com/meinfelix.at 524 FREIBLICK by eckstein https://www.facebook.com/www.freiblick.co.at 525 Fabios https://www.facebook.com/fabios.restaurant 526 Fallaloon https://www.facebook.com/pages/Fallaloon/147403935323560 527 Fallaloon F-Express https://www.facebook.com/zustellservice 528 Fans von Hulu https://www.facebook.com/pages/Fans-von-Hulu/ 512857502073807 529 FantasTisch https://www.facebook.com/fantastisch.villach 530 Ferstl https://www.facebook.com/pages/Ferstl/179221958791678 531 Fesch Restaurant Lounge Linz https://www.facebook.com/pages/Fesch-Restaurant-Lounge-Linz/ 172441839526957 532 Fido’s https://www.facebook.com/pages/Fidos/710987745689997 533 Figlmüller Wien: Die Heimat des https://www.facebook.com/pages/Figlm%C3% Schnitzels BCller-Wien-Die-Heimat-des-Schnitzels/301731799960771 534 Fingerlos https://www.facebook.com/pages/Fingerlos/155233387871793 535 Firenze https://www.facebook.com/pages/Firenze/190255374342365 536 Fisch Futter Street Food https://www.facebook.com/fischfutter1 537 Fisch & Grill https://www.facebook.com/fischundgrill 538 Fischerhäusl https://www.facebook.com/fischerhaeusl 539 Fischrestaurant Adria Grill Wels https://www.facebook.com/pages/Fischrestaurant-Adria-Grill-Wels/ 1402213583374690 540 Flatschers Restaurant und Bar https://www.facebook.com/Flatschers 541 Flo und Maggie’s Leberkas Stadl https://www.facebook.com/pages/Flo-und-Maggies-Leberkas-Stadl/ 232968130237317 542 FloJos https://www.facebook.com/pages/FloJos/95348912970 543 Fortino https://www.facebook.com/pages/Fortino/197827206923441 544 Franziskischlössl https://www.facebook.com/franziskischloessl 545 Fratelli D’Italia Aureli OEG https://www.facebook.com/pages/Fratelli-DItalia-Aureli-OEG/ 166921360023463 546 Freiseder am Pöstlingberg https://www.facebook.com/freisederampoestlingberg 547 Freiwild - Das Moderne Wirtshaus https://www.facebook.com/FreiwildDasModerneWirtshaus 548 Friedlieb und Töchter https://www.facebook.com/FriedliebUndToechter 549 Friends Bar Cafe Restaurant https://www.facebook.com/pages/Friends-Bar-Cafe-Restaurant/ 634363546643058 550 Frohe Weinachten https://www.facebook.com/pages/Frohe-Weinachten/ 114597005325418 156 Appendix B. Social Media Accounts

No. Name URL 551 Frosch on tour https://www.facebook.com/FroschOnTour 552 Fu Cheng https://www.facebook.com/pages/Fu-Cheng/399372213470688 553 Fuchsbau https://www.facebook.com/pages/Fuchsbau/664417367049224 554 Fuzo Express https://www.facebook.com/www.fuzoexpress.at 555 Fuzzys Cafe-Bistro-Catering https://www.facebook.com/pages/Fuzzys-Cafe-Bistro-Catering/ 125479510854997 556 Färber’s Restaurant https://www.facebook.com/pages/F%C3%A4rbers-Restaurant/ 194893717195785 557 Fünf Sterne https://www.facebook.com/pages/F%C3%BCnf-Sterne/ 202174886462259 558 GIG Bar & Café https://www.facebook.com/gigbar 559 Gabor’s Kitchen https://www.facebook.com/gaborkitchen 560 Gabriels Cucina https://www.facebook.com/pages/Gabriels-Cucina/ 123294914424960 561 Galleria Klosterneuburg https://www.facebook.com/galleria.klosterneuburg 562 Gamos Shischa Steyr https://www.facebook.com/pages/Gamos-Shischa-Steyr/ 129133313824642 563 Gastgarten zur Eiche https://www.facebook.com/GastgartenzurEiche 564 Gasthaus Aichholzer https://www.facebook.com/gasthaus.aichholzer 565 Gasthaus Bad Kehlegg https://www.facebook.com/pages/Gasthaus-Bad-Kehlegg/ 200581476621177 566 Gasthaus Bären https://www.facebook.com/pages/Gasthaus-B%C3%A4ren/ 111801242320060 567 Gasthaus Freiensteinerhof https://www.facebook.com/pages/Gasthaus-Freiensteinerhof/ 113488505393789 568 Gasthaus Gatternig https://www.facebook.com/gasthaus.gatternig 569 Gasthaus Glückauf https://www.facebook.com/pages/Gasthaus-Gl%C3%BCckauf/ 396332667149373 570 Gasthaus Gütle https://www.facebook.com/gasthausguetle 571 Gasthaus Helvetia https://www.facebook.com/pages/Gasthaus-Helvetia/ 153749184681502 572 Gasthaus Hofwimmer https://www.facebook.com/pages/Gasthaus-Hofwimmer/ 184295508277218 573 Gasthaus Huber https://www.facebook.com/pages/Gasthaus-Huber/ 166664613402300 574 Gasthaus Kern https://www.facebook.com/pages/Gasthaus-Kern/ 299025626902619 575 Gasthaus Kornmesser https://www.facebook.com/pages/Gasthaus-Kornmesser/ 158055344260519 576 Gasthaus Krone https://www.facebook.com/pages/Gasthaus-Krone/ 602383363116362 577 Gasthaus Lichtenstöger https://www.facebook.com/pages/Gasthaus-Lichtenst%C3% B6ger/118412011668834 578 Gasthaus Löwen Tisis https://www.facebook.com/pages/Gasthaus-L%C3% B6wen-Tisis/152157521511302 579 Gasthaus Pfänderdohle https://www.facebook.com/pages/Gasthaus-Pf%C3% A4nderdohle/143620895702178 580 Gasthaus Pizzeria Fischer https://www.facebook.com/pages/Gasthaus-Pizzeria-Fischer/ 185136924902815 581 Gasthaus Putik https://www.facebook.com/GasthausPutik 582 Gasthaus Reihofer https://www.facebook.com/pages/Gasthaus-Reihofer/ 192308377466838 583 Gasthaus Rohrbacher Hof https://www.facebook.com/pages/Gasthaus-Rohrbacher-Hof/ 174354389277648 584 Gasthaus Streckerwirt https://www.facebook.com/pages/Gasthaus-Streckerwirt/ 201378049889170 585 Gasthaus Taverne https://www.facebook.com/pages/Gasthaus-Taverne/ 374001512805933 586 Gasthaus Weisses Rössel https://www.facebook.com/pages/Gasthaus-Weisses-R%C3% B6ssel/144662678931519 B.2 Facebook Accounts of Restaurants 157

No. Name URL 587 Gasthaus Zeigerle https://www.facebook.com/Zeigerle 588 Gasthaus Zum Dorfwirt https://www.facebook.com/pages/Gasthaus-Zum-Dorfwirt/ 115819035162123 589 Gasthaus im Landhaushof https://www.facebook.com/pages/Gasthaus-im-Landhaushof/ 173545139363302 590 Gasthaus zur Blauen Donau https://www.facebook.com/pages/Gasthaus-zur-Blauen-Donau/ 190376334335942 591 Gasthaus zur Eibe https://www.facebook.com/pages/Gasthaus-zur-Eibe/ 222640947823402 592 Gasthof ”Zur Post”, Fam. Hopf https://www.facebook.com/pages/Gasthof-Zur-Post-Fam-Hopf/ 106940299348367 593 Gasthof Altmann https://www.facebook.com/pages/Gasthof-Altmann/ 393601047386873 594 Gasthof Genottehöhe https://www.facebook.com/Genottehoehe 595 Gasthof Kogler’s Vorspann https://www.facebook.com/KoglersVorspann 596 Gasthof Krapfenbacher https://www.facebook.com/pages/Gasthof-Krapfenbacher/ 304043653017565 597 Gasthof Linde https://www.facebook.com/gasthof.linde.vlbg 598 Gasthof Löwen https://www.facebook.com/GasthofLoewen 599 Gasthof Lüftner https://www.facebook.com/pages/Gasthof-L%C3%BCftner/ 199653860064164 600 Gasthof Pension Waldwirt am Kreuzbergl, https://www.facebook.com/Gasthof.Pension.Waldwirt Klagenfurt am Wörthersee 601 Gasthof Radlwirt Michael Colli https://www.facebook.com/Gasthof.Radlwirt 602 Gasthof Tannenhof https://www.facebook.com/gasthof.tannenhof 603 Gasthof Tengler https://www.facebook.com/GasthausTengler 604 Gasthof Windischhütte https://www.facebook.com/pages/Gasthof-Windischh%C3% BCtte/197384750289442 605 Gasthof Zur Post https://www.facebook.com/postwirt.maishofen 606 Gasthof am Wachtberg https://www.facebook.com/pages/Gasthof-am-Wachtberg/ 156142971108115 607 Gasthof zur Birke https://www.facebook.com/pages/Gasthof-zur-Birke/ 130692283668015 608 Gasthof zur Gaudi https://www.facebook.com/gasthofzurgaudi 609 Gastmeisterei https://www.facebook.com/pages/Gastmeisterei/ 192523597436483 610 Gaststätte Figl https://www.facebook.com/pages/Gastst%C3%A4tte-Figl/ 204778296265646 611 Gastwirtschaft Brod https://www.facebook.com/pages/Gastwirtschaft-Brod/ 259422228009 612 Gelbes Krokodil https://www.facebook.com/DasGelbeKrokodil 613 Genuss Steira Manfred Reisinger https://www.facebook.com/pages/Genuss-Steira-Manfred-Reisinger/ 557315057679309 614 Genuss-Tafel https://www.facebook.com/pages/Genuss-Tafel/ 393511797377096 615 Genusshaus https://www.facebook.com/genusshaus 616 Genusswirt im Schloss Mageregg https://www.facebook.com/pages/Genusswirt-im-Schloss-Mageregg/ 244487815729524 617 Glanwirt Pöck KG https://www.facebook.com/glanwirt 618 Glockenspiel - Café mit Bar https://www.facebook.com/glockenspielcafemitbar 619 Glöggele Dornbirn - Die offizielle Fan- https://www.facebook.com/pages/Gl%C3% page B6ggele-Dornbirn-Die-offizielle-Fanpage/220934121266826 620 Gnadenalm Obertauern https://www.facebook.com/gnadenalm 621 Goaßstall Hinterglemm https://www.facebook.com/goass.hinterglemm 622 Golden Pub https://www.facebook.com/pages/Golden-Pub/ 133826046693998 623 Goldener Hof https://www.facebook.com/GoldenerHof 624 Goldener Löwe - China Restaurant https://www.facebook.com/pages/Goldener-L%C3% B6we-China-Restaurant/121769017898391 625 Goldenes Lamm https://www.facebook.com/goldeneslammvillach 158 Appendix B. Social Media Accounts

No. Name URL 626 Grafs Gastronomy https://www.facebook.com/grafs.gastronomie 627 Greißlerei De Merin Graz https://www.facebook.com/demeringraz 628 Grill Imbiss Deni https://www.facebook.com/pages/Grill-Imbiss-Deni/ 360188680856698 629 Grollegg’s Restaurant https://www.facebook.com/grolleggs 630 Gronau https://www.facebook.com/gronau.at 631 Guate Kuchl https://www.facebook.com/GuateKuchl 632 Guerilla Burger - prime beef & veggie grill https://www.facebook.com/guerillaburgersteak 633 Gusto https://www.facebook.com/pages/Gusto/193731920667066 634 Gustotreff Baden https://www.facebook.com/pages/Gustotreff-Baden/ 146606052052561 635 Gästehaus Zechner - Cafe - Restaurant https://www.facebook.com/pages/G%C3% A4stehaus-Zechner-Cafe-Restaurant/193844657303075 636 Gösser Bräu Graz https://www.facebook.com/goesserbraeugraz 637 Gösserhof Leoben - Fam. Makic https://www.facebook.com/pages/G%C3% B6sserhof-Leoben-Fam-Makic/225720197451101 638 Götzner Haus https://www.facebook.com/pages/G%C3%B6tzner-Haus/ 131668320244683 639 HB - Das Restaurant https://www.facebook.com/HB4Restaurant 640 HOFWIRT https://www.facebook.com/pages/HOFWIRT/236689926522 641 HOOTERS Graz Nord https://www.facebook.com/Hooters.Graz.Nord 642 HUY Cook & Eat https://www.facebook.com/pages/HUY-Cook-Eat/ 154940427895414 643 Haas Haus Restaurant https://www.facebook.com/pages/Haas-Haus-Restaurant/ 146970075373611 644 Hagenauerstuben https://www.facebook.com/Hagenauerstuben 645 Haidbrunnstüberl https://www.facebook.com/pages/Haidbrunnst%C3%BCberl/ 276049835770289 646 Haikky Teppanyaki https://www.facebook.com/pages/Haikky-Teppanyaki/ 117129385032099 647 Halle | Café.Restaurant https://www.facebook.com/HALLE.Cafe.Restaurant 648 Handy Spezialist Bregenz https://www.facebook.com/Bregenz 649 Hangar-7 Outdoor Lounge https://www.facebook.com/pages/Hangar-7-Outdoor-Lounge/ 378864438832887 650 Hard Rock Cafe Vienna https://www.facebook.com/hrcvienna 651 Harput 23 https://www.facebook.com/pages/Harput-23/451837078200768 652 Harrys Cafe Restaurant https://www.facebook.com/HarrysCafeRestaurant 653 Hayat Restaurant https://www.facebook.com/hayat.salzburg 654 Hecher https://www.facebook.com/pages/Hecher/194033823964581 655 Heidelberger Fass https://www.facebook.com/pages/Heidelberger-Fass/ 154725707926919 656 Heinrich’s https://www.facebook.com/heinrichs.baden 657 Helin City Imbiss https://www.facebook.com/pages/Helin-City-Imbiss/ 256645054521851 658 Hellis Imbiss https://www.facebook.com/www.hellisimbiss.at 659 Hendlmarkt https://www.facebook.com/pages/Hendlmarkt/ 141118989286998 660 Herbs Würstlstand https://www.facebook.com/Herbs.Wuerstlstand 661 Herr Vincent https://www.facebook.com/pages/Herr-Vincent/ 140999899299196 662 Herr Vincent Kaffeehaus & Verkaufsshop https://www.facebook.com/herrvincent 663 Herwig Gasser https://www.facebook.com/pages/Herwig-Gasser/ 1408393376090778 664 Heumöser 3 https://www.facebook.com/pages/Heum%C3%B6ser-3/ 289220167871358 665 Heumöser, Ebnit https://www.facebook.com/pages/Heum%C3%B6ser-Ebnit/ 104603569633235 666 Heurigen Kernbichler https://www.facebook.com/pages/Heurigen-Kernbichler/ 407265346095757 B.2 Facebook Accounts of Restaurants 159

No. Name URL 667 Heurigen-Restaurant Schreiberhaus https://www.facebook.com/pages/Heurigen-Restaurant-Schreiberhaus/ 156379817750203 668 Heurigenlokal Stanihof https://www.facebook.com/pages/Heurigenlokal-Stanihof/ 177695075768581 669 Heuriger Schmuckenschlager https://www.facebook.com/pages/Heuriger-Schmuckenschlager/ 165891193460455 670 Heuschober Der Tortenmacher https://www.facebook.com/Originallinzertorte 671 Hiens kitchen https://www.facebook.com/wokasian 672 Hilton Vienna Danube Waterfront https://www.facebook.com/hiltonviennadanubewaterfront 673 Himmelblau https://www.facebook.com/himmelblau18 674 Hirter Botschaft ”beim Franz” https://www.facebook.com/hirterbotschaft 675 Hmmmm https://www.facebook.com/pages/Hmmmm/1478024989112846 676 Holla https://www.facebook.com/pages/Holla/236897133166929 677 Hollers https://www.facebook.com/Hollers.at 678 Hollywood Super Bowling Innsbruck https://www.facebook.com/HollywoodSuperBowling.IBK 679 Hooters Liebenau Upc-Arena https://www.facebook.com/Hooters.Liebenau 680 Hotel Alpenrose https://www.facebook.com/pages/Hotel-Alpenrose/ 194144210622739 681 Hotel Der Seehof Goldegg https://www.facebook.com/pages/Hotel-Der-Seehof-Goldegg/ 51030497260 682 Hotel Gasthof Torwirt https://www.facebook.com/Torwirt 683 Hotel Haberl Tarvisio https://www.facebook.com/pages/Hotel-Haberl-Tarvisio/ 135283066537710 684 Hotel Pension zum Löwen https://www.facebook.com/pages/Hotel-Pension-zum-L%C3% B6wen/113956765355449 685 Hotel Restaurant Rösch https://www.facebook.com/pages/Hotel-Restaurant-R%C3% B6sch/210052249066112 686 Hotel Schlair https://www.facebook.com/pages/Hotel-Schlair/ 180284678682130 687 Hotel & Gasthof Klinglhuber https://www.facebook.com/pages/Hotel-Gasthof-Klinglhuber/ 157583434328342 688 Hotel & Restaurant Schartner https://www.facebook.com/hotel.restaurant.schartner. altenmarkt 689 Hotel-Gastgewerbe https://www.facebook.com/pages/Hotel-Gastgewerbe/ 155080924564248 690 Hotel-garni-ixi https://www.facebook.com/pages/Hotel-garni-ixi/ 680880161988058 691 Hu Xin China Restaurant https://www.facebook.com/pages/Hu-Xin-China-Restaurant/ 181714811860721 692 Huang WOK Asia Restaurant https://www.facebook.com/pages/Huang-WOK-Asia-Restaurant/ 134772659929818 693 Hulu Og https://www.facebook.com/pages/Hulu-Og/115668025249665 694 IKEA Klagenfurt https://www.facebook.com/IKEA.Klagenfurt 695 IKEA Salzburg https://www.facebook.com/IKEA.Salzburg 696 Ichi Ban - Running Sushi https://www.facebook.com/pages/Ichi-Ban-Running-Sushi/ 116748441740179 697 Il Castello https://www.facebook.com/pages/Il-Castello/ 256411964429847 698 Il Faro Innsbruck https://www.facebook.com/pages/Il-Faro-Innsbruck/ 109301615836862 699 Il Grillo Villach https://www.facebook.com/pages/Il-Grillo-Villach/ 676921165721500 700 Il Gusto https://www.facebook.com/pages/Il-Gusto/305226046213088 701 Il Rifugio https://www.facebook.com/pages/Il-Rifugio/ 144771688906016 702 Il Teatro https://www.facebook.com/pages/Il-Teatro/141087605944098 703 Il Tramonto https://www.facebook.com/pages/Il-Tramonto/ 204090776273665 704 Il fresco https://www.facebook.com/pages/Il-fresco/ 1451729141724659 160 Appendix B. Social Media Accounts

No. Name URL 705 Il gusto Wels | Ristorante * Pizzeria https://www.facebook.com/ilgustowels 706 Im Flohmarkstüberl https://www.facebook.com/pages/Im-Flohmarkst%C3%BCberl/ 1387602831516360 707 Imamoglu Baklava https://www.facebook.com/imamoglu.pastanesi 708 Imbiss ZICK ZACK https://www.facebook.com/pages/Imbiss-ZICK-ZACK/ 276627409162889 709 Imlauer Sky Restaurant & Bar Salzburg https://www.facebook.com/imlauer.sky 710 In Cafe https://www.facebook.com/pages/In-Cafe/1131414490205286 711 In’s Haas Cafe https://www.facebook.com/pages/Ins-Haas-Cafe/ 165755243474709 712 Innauer https://www.facebook.com/innauer 713 Isola Capri https://www.facebook.com/pages/Isola-Capri/ 186352954737288 714 Iss Schaf - Maturaprojekt https://www.facebook.com/pages/Iss-Schaf-Maturaprojekt/ 228104914039113 715 JOMA Café Brasserie Bar https://www.facebook.com/joma.wien 716 JOSEF https://www.facebook.com/pages/JOSEF/160227904041001 717 Jaho’s Radlertränke https://www.facebook.com/pages/Jahos-Radlertr%C3%A4nke/ 191309144375577 718 Jamas Griechisches Restaurant https://www.facebook.com/pages/Jamas-Griechisches-Restaurant/ 358026190937673 719 Jiang https://www.facebook.com/jiang.innsbruck 720 Joe´s Steakhouse https://www.facebook.com/joessteakhouse 721 Johanniterhof Feldkirch https://www.facebook.com/johanniterhof.feldkirch 722 Joma Fashion Conceptstore https://www.facebook.com/Jomafashion 723 Josefs Almkuchl https://www.facebook.com/josefs.almkuchl 724 Joseph Genuss https://www.facebook.com/josephgenuss 725 JuiSea Shisha Catering https://www.facebook.com/ShishaCateringJuiSea 726 Julius Meinl Coffee https://www.facebook.com/JuliusMeinlCoffee 727 KIKI https://www.facebook.com/kikiimbiss 728 K9 - Restaurant/Bar/Kegelbahn https://www.facebook.com/pages/K9-RestaurantBarKegelbahn/ 304814516210379 729 KEBAP KIERLING https://www.facebook.com/pages/KEBAP-KIERLING/ 132178203460261 730 KENT Restaurant Fünfhaus https://www.facebook.com/kent1150 731 KRISTALL KEBAP & PIZZA https://www.facebook.com/pages/KRISTALL-KEBAP-PIZZA-STP% ST.PÖLTEN/ AUSTRIA C3%96LTEN-AUSTRIA/134636163215085 732 KRO Café & Weinbar https://www.facebook.com/pages/KRO-Caf%C3%A9-Weinbar/ 162801873737302 733 Kaffe Haus Ganovsky https://www.facebook.com/pages/Kaffe-Haus-Ganovsky/ 518533861575288 734 Kaffee Bohne https://www.facebook.com/pages/Kaffee-Bohne/ 308967859314049 735 Kaffee Kleinfein https://www.facebook.com/pages/Kaffee-Kleinfein/ 330989323722216 736 Kaffeehaeferl https://www.facebook.com/kafeehaeferl 737 Kaffeekonditorei Eberhard https://www.facebook.com/pages/Kaffeekonditorei-Eberhard/ 128399593900498 738 Kaffeemacher https://www.facebook.com/pages/Kaffeemacher/ 114038195337619 739 Kaffeerestaurant Marmara https://www.facebook.com/pages/Kaffeerestaurant-Marmara/ 188741217832433 740 Kamea https://www.facebook.com/pages/Kamea/173529199360814 741 Karatas - beste Kebap ! https://www.facebook.com/pages/Karatas-beste-Kebap-/ 101922786563233 742 Karatas Kebabhaus https://www.facebook.com/pages/Karatas-Kebabhaus/ 253009421378495 743 Kebab House Am Hafen https://www.facebook.com/pages/Kebab-House-Am-Hafen/ 1570014063237323 B.2 Facebook Accounts of Restaurants 161

No. Name URL 744 Kebap King https://www.facebook.com/pages/Kebap-King/ 115436411931382 745 Kebap Mann Innsbruck https://www.facebook.com/kebapmannibk 746 KebapTreff Mühlweg https://www.facebook.com/kebaptreff 747 Kebaplounge Istanbul https://www.facebook.com/pages/Kebaplounge-Istanbul/ 658312210868429 748 Kegelbahn Schrott https://www.facebook.com/KegelbahnSchrott 749 Kent Restaurant GmbH https://www.facebook.com/pages/Kent-Restaurant-GmbH/ 199390140087520 750 Kenzi https://www.facebook.com/kenziinnsbruck 751 Kijsana36 Thai Restaurant https://www.facebook.com/kijsana36 752 Kika Restaurant https://www.facebook.com/pages/Kika-Restaurant/ 205543812793097 753 King Food https://www.facebook.com/pages/King-Food/196136737077256 754 Kirchenwirt Haidershofen https://www.facebook.com/pages/Kirchenwirt-Haidershofen/ 343559675794987 755 Kitsch & Bitter Kaprun https://www.facebook.com/kitschundbitter 756 Kleiner Grieche https://www.facebook.com/pages/Kleiner-Grieche/ 135823459821254 757 Klosterhof im Weingarten Spitz https://www.facebook.com/pages/Klosterhof-im-Weingarten-Spitz/ 311546352333382 758 Knusperstube Bäckerei GmbH https://www.facebook.com/pages/Knusperstube-B%C3% A4ckerei-GmbH/111114378975094 759 Knödelwirt https://www.facebook.com/pages/Kn%C3%B6delwirt/ 183501861691983 760 Kobelalpe https://www.facebook.com/Kobelalpe 761 Kochwerkstatt https://www.facebook.com/kochwerkstatt.am.markt 762 Kohlereck https://www.facebook.com/kohlereck 763 Kolibri Bregenz - Eisdiele, Café & Bar https://www.facebook.com/pages/Kolibri-Bregenz-Eisdiele-Caf% C3%A9-Bar/113323585345407 764 Kollmannbauer https://www.facebook.com/pages/Kollmannbauer/ 361399933987441 765 Kolschitzky Kaffeebar https://www.facebook.com/pages/Kolschitzky-Kaffeebar/ 261259370620077 766 Konditorei Cafe Eberhard Wolfsberg https://www.facebook.com/pages/Konditorei-Cafe-Eberhard-Wolfsberg/ 131468893618201 767 Kraschowitz https://www.facebook.com/pages/Kraschowitz/ 205871836091939 768 Kredenz.me https://www.facebook.com/kredenz.me 769 KreistenAlm Alpendorf https://www.facebook.com/pages/KreistenAlm-Alpendorf/ 200574139969210 770 Kremstalerhof https://www.facebook.com/kremstalerhof 771 Kreuzwirt ”Das Kärntner Wirtshaus” https://www.facebook.com/pages/Kreuzwirt-Das-K%C3% A4rntner-Wirtshaus/268534826533740 772 Kulturcafé Schlachthaus (Dornbirn) https://www.facebook.com/kulturcafeschlachthaus 773 Kulturgasthaus Bierstindl, Augustiner https://www.facebook.com/bierstindl Bräu 774 KungFu - Wok / Reis / Nudeln https://www.facebook.com/kungfucookingwok 775 Kunsthauscafé https://www.facebook.com/kunsthauscafe 776 Kurt - Pure Frozen Yogurt Österreich https://www.facebook.com/kurtfrozenyogurtoesterreich 777 Kurti’s Kebap & Pizza https://www.facebook.com/pages/Kurtis-Kebap-Pizza/ 351631044932034 778 Kurti’s Kepab https://www.facebook.com/pages/Kurtis-Kepab/ 306707462792934 779 Kussmaul https://www.facebook.com/kussmaulvienna 780 Kärntner Hamatle https://www.facebook.com/kaerntnerhamatle 781 König Pizza & Kebap Bregenz https://www.facebook.com/pages/K%C3% B6nig-Pizza-Kebap-Bregenz/169618219753895 782 KÖNIG Restaurant-Cafe https://www.facebook.com/KonigRestaurantCafe 783 L’Osteria Graz https://www.facebook.com/losteria.graz 162 Appendix B. Social Media Accounts

No. Name URL 784 L’Osteria Innsbruck https://www.facebook.com/losteria.innsbruck 785 L’Osteria Linz AT https://www.facebook.com/linz.losteria 786 L’Osteria Salzburg https://www.facebook.com/losteria.salzburg 787 L2 https://www.facebook.com/CafeL2 788 LIMAN Cafe & Restaurant https://www.facebook.com/LimanCafeVeRestaurant 789 LIN’S ASIA KÜCHE https://www.facebook.com/linsasiakueche 790 La Bodega https://www.facebook.com/labodegavillach 791 La Botte - Ristorante Pizzeria https://www.facebook.com/LaBotteGraz 792 La Bum Krems https://www.facebook.com/pages/La-Bum-Krems/ 431946883571080 793 La Carintha Klagenfurt - Lastenstraße https://www.facebook.com/pages/La-Carintha-Klagenfurt-Lastenstra% C3%9Fe/200767433282787 794 La Dolce Vita https://www.facebook.com/ladolcevita3100 795 La Familia Restaurant Leonding https://www.facebook.com/pages/La-Familia-Restaurant-Leonding/ 414694258702111 796 La Fiesta Linz https://www.facebook.com/lafiestalinz 797 La Gondola https://www.facebook.com/pages/La-Gondola/ 610496135653404 798 La Marco Pizza Ristorante https://www.facebook.com/pages/La-Marco-Pizza-Ristorante/ 582183478465835 799 La Mare Steyr https://www.facebook.com/pages/La-Mare-Steyr/ 1628237184063762 800 La Pizza Gastro Betriebs und Franchise https://www.facebook.com/pages/La-Pizza-Gastro-Betriebs-und-Franchise-GmbH/ GmbH 194103790614544 801 La Scarpetta https://www.facebook.com/lascarpettadornbirn 802 La Taqueria IBK https://www.facebook.com/taqueriaibk 803 La Taverna Due https://www.facebook.com/pages/La-Taverna-Due/ 196361837060611 804 La Traviata https://www.facebook.com/latraviata.at 805 La Vista - Fonda Mexicana https://www.facebook.com/pages/La-Vista-Fonda-Mexicana/ 157704194271727 806 La locanda da Davide https://www.facebook.com/pages/La-locanda-da-Davide/ 1432867747032319 807 LaFamiglia https://www.facebook.com/cafeLaFamiglia 808 Laahener Wirt https://www.facebook.com/pages/Laahener-Wirt/ 147423678653091 809 Lackners https://www.facebook.com/l.kochwelt 810 Lades Cafe Restaurant https://www.facebook.com/pages/Lades-Cafe-Restaurant/ 647668411976394 811 Landgasthaus ”anno 1920” https://www.facebook.com/pages/Landgasthaus-anno-1920-ScheuglScheugl/ Scheugl&Scheugl 203970899629410 812 Landgasthof Erlsbacher https://www.facebook.com/pages/Landgasthof-Erlsbacher/ 132487546820985 813 Landgasthof Mayr https://www.facebook.com/pages/Landgasthof-Mayr/ 132133936856209 814 Landgasthof Schäfle https://www.facebook.com/SchaefleAltenstadt 815 Landhaus Papitsch https://www.facebook.com/pages/Landhaus-Papitsch/ 204283859586547 816 Landhaus Stüberl St.Pölten https://www.facebook.com/pages/Landhaus-St%C3% BCberl-StP%C3%B6lten/397539587081095 817 Landing’s https://www.facebook.com/pages/Landings/197599873609047 818 Landrichter Hof https://www.facebook.com/landrichter 819 Landtmann’s Jausen Station https://www.facebook.com/landtmannsjausenstation 820 Landzeit Eben Nord https://www.facebook.com/LandzeitEbenNord 821 Landzeit Tauernalm https://www.facebook.com/LandzeitTauernalm 822 Lankhuette https://www.facebook.com/lankhuette 823 Late Stein https://www.facebook.com/pages/Late-Stein/ 165787926822637 824 Laterndl Restaurant und Pizzeria https://www.facebook.com/pages/Laterndl-Restaurant-und-Pizzeria/ 337901362936589 B.2 Facebook Accounts of Restaurants 163

No. Name URL 825 Laternen Restaurant https://www.facebook.com/laternenrestaurant 826 Lauber’s Urtyp Stüberl https://www.facebook.com/pages/Laubers-Urtyp-St%C3% BCberl/159965337394738 827 Le Bol https://www.facebook.com/pages/Le-Bol/192201417466845 828 Le Petit - Das kleine Bistro https://www.facebook.com/LePetitDasKleineBistro 829 Le Schnurrbart https://www.facebook.com/le.schnurrbart 830 Leberkas-Pepi https://www.facebook.com/leberkaspepi 831 Legumium https://www.facebook.com/pages/Legumium/374849106016434 832 Leichtsinn Vital Bistro https://www.facebook.com/Leichtsinn 833 Leiner Restaurant https://www.facebook.com/pages/Leiner-Restaurant/ 179694802075902 834 Lendhafencafe LC https://www.facebook.com/pages/Lendhafencafe-LC/ 313927875473180 835 Leobener Pizzeria https://www.facebook.com/pages/Leobener-Pizzeria/ 325250537579450 836 Leondinger Stadtwirt https://www.facebook.com/LeondingerStadtwirt 837 Leopoldauer ALm https://www.facebook.com/LeopoldauerAlm www.leopoldaueralm.at 838 Leypold’s 3 Raben https://www.facebook.com/pages/Leypolds-3-Raben/ 412494655546827 839 Liebenauer Hof https://www.facebook.com/pages/Liebenauer-Hof/ 146405292112229 840 Lima56 https://www.facebook.com/Lima56Vienna 841 Linz Pizza Opera https://www.facebook.com/pages/Linz-Pizza-Opera/ 907545972613618 842 Linz lotos china restaurant https://www.facebook.com/pages/Linz-lotos-china-restaurant/ 270192863020987 843 Linzer Naschmarkt https://www.facebook.com/pages/Linzer-Naschmarkt/ 258856747611548 844 Liu’s cooking https://www.facebook.com/Liuscooking.StPoelten 845 Long Chim https://www.facebook.com/longchimwels 846 Loriana Shisha Bar geschlossen https://www.facebook.com/LorianaShishaBar 847 Loroy https://www.facebook.com/pages/Loroy/214910828545641 848 Los Caballeros Linz https://www.facebook.com/pages/Los-Caballeros-Linz/ 319405411467115 849 LuSt https://www.facebook.com/lustbregenz 850 Lucky Dragon https://www.facebook.com/pages/Lucky-Dragon/ 204420292912347 851 Lucy Wang Innsbruck https://www.facebook.com/lucywanginnsbruck 852 Ludwig - Das Burger Restaurant https://www.facebook.com/Dasburgerrestaurant 853 Lueder Bistro https://www.facebook.com/LuederBistro 854 Lui’s Cooking https://www.facebook.com/pages/Luis-Cooking/ 422135494515587 855 Luigi Ristorante Wr. Neustadt https://www.facebook.com/luigi.wr.neustadt 856 LÜRZER ALM Obertauern https://www.facebook.com/luerzeralm 857 Löwenhaus https://www.facebook.com/pages/L%C3%B6wenhaus/ 197081557512 858 M32 https://www.facebook.com/pages/M32/48999254350 859 MAI KAI https://www.facebook.com/MAI.KAI.at 860 MAMAMIA Koralpe https://www.facebook.com/koralpe.mamamia 861 MANGA Relax Feldkirch https://www.facebook.com/pages/MANGA-Relax-Feldkirch/ 374083516045857 862 MC Donalds Baden https://www.facebook.com/pages/MC-Donalds-Baden/ 204800966210188 863 MC Grill Genuss Im Biss https://www.facebook.com/pages/MC-Grill-Genuss-Im-Biss/ 136834326327128 864 MD KEBAP HOUSE https://www.facebook.com/MD.KEBAP 865 MIANREISO https://www.facebook.com/mianreiso 866 Madhuban https://www.facebook.com/pages/Madhuban/116291265879 164 Appendix B. Social Media Accounts

No. Name URL 867 Magic Pizza Kebab https://www.facebook.com/pages/Magic-Pizza-Kebab/ 156103917776808 868 Mamma Mia https://www.facebook.com/pages/Mamma-Mia/852138418149881 869 Manga Home Lieferservice https://www.facebook.com/pages/Manga-Home-Lieferservice/ 290309161136251 870 Manga Vorarlberg https://www.facebook.com/MangaVorarlberg 871 Mangolds - Das Original https://www.facebook.com/pages/Mangolds-Das-Original/ 170962362951197 872 Manolos Tequileria Bar https://www.facebook.com/manolosbar 873 MarKa Kebap https://www.facebook.com/markakebap 874 Marenda https://www.facebook.com/pages/Marenda/187751584691793 875 Mari https://www.facebook.com/pages/Mari/1385729381744465 876 Marktamt https://www.facebook.com/pages/Marktamt/879565542094764 877 Marktamt - Gemeinsam Essen https://www.facebook.com/pages/Marktamt-Gemeinsam-Essen/ 1542934625955201 878 Markus Stube https://www.facebook.com/pages/Markus-Stube/ 376389652456053 879 Masarati Bar/Lounge https://www.facebook.com/pages/Masarati-BarLounge/ 209734499049641 880 Mau Shi https://www.facebook.com/maushi 881 Maulis https://www.facebook.com/pages/Maulis/540123849396836 882 Mc Donald Ostangente :) https://www.facebook.com/pages/Mc-Donald-Ostangente-/ 251492494866484 883 Mc Donald’s https://www.facebook.com/pages/Mc-Donalds/ 150535591675594 884 Mc Donald’s Dornbirn https://www.facebook.com/pages/Mc-Donalds-Dornbirn/ 163351730387016 885 Mc Donald’s Restaurant Hard https://www.facebook.com/pages/Mc-Donalds-Restaurant-Hard/ 124139850999633 886 Mc Donald’s St.Pölten Traisen Center https://www.facebook.com/pages/Mc-Donalds-StP%C3% B6lten-Traisen-Center/126797950746810 887 Mc Donald’s Wiener Neustadt https://www.facebook.com/pages/Mc-Donalds-Wiener-Neustadt/ 292688247446362 888 Mc Donalds https://www.facebook.com/pages/Mc-Donalds/ 210361265666416 889 Mc Donalds City Point! https://www.facebook.com/pages/Mc-Donalds-City-Point/ 205252329534396 890 Mc Donalds Kloburg https://www.facebook.com/pages/Mc-Donalds-Kloburg/ 213762975347762 891 Mc Donalds Rankweil https://www.facebook.com/pages/Mc-Donalds-Rankweil/ 145519945534823 892 Mc Donalds Steyr https://www.facebook.com/pages/Mc-Donalds-Steyr/ 506516166043388 893 Mc Donalds Wels-West https://www.facebook.com/pages/Mc-Donalds-Wels-West/ 221562544536625 894 McDonald’s https://www.facebook.com/pages/McDonalds/128497317222779 895 McDonald’s - Villach https://www.facebook.com/McDonalds.Villach 896 McDonald’s Ansfelden, Haider Straße https://www.facebook.com/pages/McDonalds-Ansfelden-Haider-Stra% C3%9Fe/157626190961346 897 McDonald’s Dornbirn. J. G. Ulmerstraße https://www.facebook.com/pages/McDonalds-Dornbirn-J-G-Ulmerstra% C3%9Fe/186435764728606 898 McDonald’s Eugendorf, Römerstraße https://www.facebook.com/pages/McDonalds-Eugendorf-R%C3% B6merstra%C3%9Fe/195443360496990 899 McDonald’s Golling https://www.facebook.com/pages/McDonalds-Golling/ 294272534099032 900 McDonald’s Graz, Conrad von Hötzen- https://www.facebook.com/pages/McDonalds-Graz-Conrad-von-H% dorfstr. C3%B6tzendorfstr/185693784777761 901 McDonald’s Graz, Jakominiplatz https://www.facebook.com/pages/McDonalds-Graz-Jakominiplatz/ 160946570625868 902 McDonald’s Graz, Lauzilgasse https://www.facebook.com/pages/McDonalds-Graz-Lauzilgasse/ 141006799300136 B.2 Facebook Accounts of Restaurants 165

No. Name URL 903 McDonald’s Graz, Murpark https://www.facebook.com/pages/McDonalds-Graz-Murpark/ 190973220935713 904 McDonald’s Graz, Plüddemanngasse https://www.facebook.com/pages/McDonalds-Graz-Pl%C3% BCddemanngasse/170055213043005 905 McDonald’s Graz, Weiberfelderweg https://www.facebook.com/pages/McDonalds-Graz-Weiberfelderweg/ 202053369807699 906 McDonald’s Hallein, Europastraße https://www.facebook.com/pages/McDonalds-Hallein-Europastra% C3%9Fe/167337923316425 907 McDonald’s Innsbruck, Herzog Friedrich https://www.facebook.com/pages/McDonalds-Innsbruck-Herzog-Friedrich-Stra% Straße C3%9Fe/190310307669012 908 McDonald’s Innsbruck, Mitterweg https://www.facebook.com/pages/McDonalds-Innsbruck-Mitterweg/ 194410903922614 909 McDonald’s Innsbruck, Museumsstraße https://www.facebook.com/pages/McDonalds-Innsbruck-Museumsstra% C3%9Fe/170300129692187 910 McDonald’s Innsbruck, Südtiroler Platz https://www.facebook.com/pages/McDonalds-Innsbruck-S%C3% BCdtiroler-Platz/127418517333761 911 McDonald’s Klagenfurt, Feldkirchner- https://www.facebook.com/mcdonaldsfeldkirchnerstrasse straße 912 McDonald’s Klagenfurt, Rosentaler https://www.facebook.com/mcdonaldsrosentalerstrasse Strasse 913 McDonald’s Klagenfurt, Wiener Gasse https://www.facebook.com/mcdonaldswienergasse 914 McDonald’s Krems, Wiener Straße https://www.facebook.com/pages/McDonalds-Krems-Wiener-Stra% C3%9Fe/185672851476385 915 McDonald’s Leoben, Am Tivoli https://www.facebook.com/pages/McDonalds-Leoben-Am-Tivoli/ 110074385737961 916 McDonald’s Linz, Bahnhofplatz https://www.facebook.com/pages/McDonalds-Linz-Bahnhofplatz/ 195543400467233 917 McDonald’s Linz, Hamerlingstraße https://www.facebook.com/pages/McDonalds-Linz-Hamerlingstra% C3%9Fe/143932219002787 918 McDonald’s Linz, Landstraße https://www.facebook.com/pages/McDonalds-Linz-Landstra% C3%9Fe/137027429698223 919 McDonald’s Linz, Wegscheiderstr. https://www.facebook.com/pages/McDonalds-Linz-Wegscheiderstr/ 194191297277939 920 McDonald’s Saalfelden, Leoganger Straße https://www.facebook.com/pages/McDonalds-Saalfelden-Leoganger-Stra% C3%9Fe/128889290516866 921 McDonald’s Salzburg, Alpenstrasse https://www.facebook.com/pages/McDonalds-Salzburg-Alpenstrasse/ 170313589686587 922 McDonald’s Salzburg, Getreidegasse https://www.facebook.com/McDonalds.Salzburg. Getreidegasse 923 McDonald’s Schönberg, Europabrücke https://www.facebook.com/pages/McDonalds-Sch%C3% B6nberg-Europabr%C3%BCcke/144451298952523 924 McDonald’s St. Pölten, Dr. Adolf Schärf- https://www.facebook.com/pages/McDonalds-St-P%C3% Straße B6lten-Dr-Adolf-Sch%C3%A4rf-Stra%C3%9Fe/103447639738533 925 McDonald’s St. Pölten, Mariazeller Straße https://www.facebook.com/pages/McDonalds-St-P%C3% B6lten-Mariazeller-Stra%C3%9Fe/200474036643093 926 McDonald’s St.Johann/Pongau, Palfen- https://www.facebook.com/pages/McDonalds-StJohannPongau-Palfengasse/ gasse 174378412599827 927 McDonald’s St.Pölten, Bahnhofplatz https://www.facebook.com/pages/McDonalds-StP%C3% B6lten-Bahnhofplatz/127377214004961 928 McDonald’s Steyr, Haratzmüller Straße https://www.facebook.com/pages/McDonalds-Steyr-Haratzm% C3%BCller-Stra%C3%9Fe/158952134159393 929 McDonald’s Villach, Hauptplatz https://www.facebook.com/McDonalds.Villach.Hauptplatz 930 McDonald’s Villach, Kärntner Straße https://www.facebook.com/pages/McDonalds-Villach-K%C3% A4rntner-Stra%C3%9Fe/199339060092018 931 McDonald’s Villach, Maria Gailerstr. https://www.facebook.com/pages/McDonalds-Villach-Maria-Gailerstr/ 195359010488912 932 McDonald’s Wels, Eisenfeldstraße https://www.facebook.com/pages/McDonalds-Wels-Eisenfeldstra% C3%9Fe/197448253621601 933 McDonald’s Wels, Ginzkeystraße https://www.facebook.com/pages/McDonalds-Wels-Ginzkeystra% C3%9Fe/170431503007335 934 McDonald’s Wels, Salzburger Straße https://www.facebook.com/pages/McDonalds-Wels-Salzburger-Stra% C3%9Fe/202371193109420 166 Appendix B. Social Media Accounts

No. Name URL 935 McDonald’s Wien, Mariahilfer Straße https://www.facebook.com/pages/McDonalds-Wien-Mariahilfer-Stra% C3%9Fe/128546643885589 936 McDonald’s Wiener Neustadt, EKZ Fis- https://www.facebook.com/pages/McDonalds-Wiener-Neustadt-EKZ-Fischapark/ chapark 1430159743908661 937 McDonald’s Wiener Neustadt, Zehnergür- https://www.facebook.com/pages/McDonalds-Wiener-Neustadt-Zehnerg% tel C3%BCrtel/151811621547350 938 McDonald’s Wolfsberg,Klagenfurter https://www.facebook.com/mcdonaldswolfsberg Straße 939 McDonald’s Zell am See, Professor Ferry https://www.facebook.com/pages/McDonalds-Zell-am-See-Professor-Ferry-Porsche-Stra% Porsche Straße C3%9Fe/177165902326627 940 McDonalds Handelskai https://www.facebook.com/McDonalds.Handelskai 941 McDonalds Linz-Dornach, Freistädter- https://www.facebook.com/pages/McDonalds-Linz-Dornach-Freist% straße C3%A4dterstra%C3%9Fe/124653964253709 942 McDonalds Salzburg, Airportcenter https://www.facebook.com/pages/McDonalds-Salzburg-Airportcenter/ 188807051161125 943 McDonalds Salzburg, FORUM https://www.facebook.com/pages/McDonalds-Salzburg-FORUM/ 205571759469911 944 McDonalds Salzburg, Walserberg https://www.facebook.com/pages/McDonalds-Salzburg-Walserberg/ 195333873830638 945 McDonalds Taubenmarkt https://www.facebook.com/pages/McDonalds-Taubenmarkt/ 194605520561931 946 McDonalds, Wr. Neustadt, Nikolaus https://www.facebook.com/pages/McDonalds-Wr-Neustadt-Nikolaus-August-Otto-Stra% August-Otto Straße C3%9Fe/385922458132382 947 Mcdonald’s Klagenfurt. Völkermarkter https://www.facebook.com/mcdonaldsvoelkermarkterstrasse Straße 948 Mcdonald’s Restaurant - Mcdrive https://www.facebook.com/pages/Mcdonalds-Restaurant-Mcdrive/ 195308560494084 949 Mcdonald’s Wr. Neustadt. Pottendorfer- https://www.facebook.com/pages/Mcdonalds-Wr-Neustadt-Pottendorferstra% straße C3%9Fe/196772423675806 950 Mci CP https://www.facebook.com/pages/Mci-CP/189043897800586 951 Mci Leoben!:-) https://www.facebook.com/pages/Mci-Leoben-/ 289540224456515 952 Mediterran zum Zehenthof https://www.facebook.com/pages/Mediterran-zum-Zehenthof/ 657308881030826 953 Medusa Restaurant & Club https://www.facebook.com/MedusaVienna 954 https://www.facebook.com/pages/Merkur/118632888211777 955 Merkur Restaurant https://www.facebook.com/pages/Merkur-Restaurant/ 212200502142059 956 Messepark Cafe Cappuccino https://www.facebook.com/pages/Messepark-Cafe-Cappuccino/ 238604016186945 957 Metzger Masken Talwirt https://www.facebook.com/MetzgerMaskenTalwirt 958 Mevlana Etli Ekmek & Kebap https://www.facebook.com/mevlanaetliekmek.at 959 Mevlana Kebab&pizza House https://www.facebook.com/pages/Mevlana-Kebabpizza-House/ 220208778185752 960 Mexican Cantina Salud https://www.facebook.com/pages/Mexican-Cantina-Salud/ 128520373887053 961 Mexico Arriba https://www.facebook.com/pages/Mexico-Arriba/ 721023147974795 962 Meßmer Wirtshaus https://www.facebook.com/pages/Me%C3%9Fmer-Wirtshaus/ 190247064343531 963 Mgr Wiener Neustadt https://www.facebook.com/pages/Mgr-Wiener-Neustadt/ 1475422826054625 964 Miami George https://www.facebook.com/pages/Miami-George/ 1586356784924344 965 Michita https://www.facebook.com/pages/Michita/182417178477433 966 Michita- Running Sushi https://www.facebook.com/pages/Michita-Running-Sushi/ 206635776027978 967 Miles-Diner https://www.facebook.com/milesdiner 968 Milton Salzburg https://www.facebook.com/miltonsalzburg 969 Milu Milu https://www.facebook.com/pages/Milu-Milu/540594756001637 970 Moby Dick Villach Andrealivia https://www.facebook.com/pages/Moby-Dick-Villach-Andrealivia/ 177685962390041 B.2 Facebook Accounts of Restaurants 167

No. Name URL 971 Mocca https://www.facebook.com/pages/Mocca/117540958321924 972 Momoz https://www.facebook.com/momoz2700 973 Mongolian BBQ - Linz https://www.facebook.com/pages/Mongolian-BBQ-Linz/ 173105999401783 974 Mosaik https://www.facebook.com/pages/Mosaik/138674386210776 975 Moskito-Bar https://www.facebook.com/pages/Moskito-Bar/ 223971734348469 976 Mosquito https://www.facebook.com/pages/Mosquito/260058457389809 977 Mostbauer https://www.facebook.com/pages/Mostbauer/141771109228111 978 Motodrom Harley Cafe https://www.facebook.com/AnHeHaKu 979 Motodrom Harley Klagenfurt https://www.facebook.com/pages/Motodrom-Harley-Klagenfurt/ 376234479062198 980 Motto https://www.facebook.com/mottowien 981 Motto am Fluss https://www.facebook.com/MottoAmFluss 982 Moustache | Café - Bar | Innsbruck https://www.facebook.com/pages/Moustache-Caf%C3% A9-Bar-Innsbruck/133481343368288 983 Mr French https://www.facebook.com/pages/Mr-French/ 1641705459391930 984 Mr. Jin / Sushi - Nudeln & more https://www.facebook.com/pages/Mr-Jin-Sushi-Nudeln-more/ 331536543617828 985 Mr. John’s https://www.facebook.com/pages/Mr-Johns/221183971245684 986 Mr. Kumpir Linz https://www.facebook.com/pages/Mr-Kumpir-Linz/ 152369308201761 987 Mr.Wu Sushi & Wok https://www.facebook.com/mrwu.sushi.wok 988 Muang Thai Restaurant https://www.facebook.com/pages/Muang-Thai-Restaurant/ 297091940419090 989 My little Café https://www.facebook.com/pages/My-little-Caf%C3%A9/ 657371954337894 990 NAI BAAN https://www.facebook.com/pages/NAI-BAAN/450143371673292 991 NANO-cafe-bar https://www.facebook.com/pages/NANO-cafe-bar/ 234987845007 992 NASCHA’S https://www.facebook.com/NASCHAS 993 NO 1 - Table Dance Club https://www.facebook.com/pages/NO-1-Table-Dance-Club/ 595050773945103 994 NR. 1 Pizza & Kebap https://www.facebook.com/Nr1PizzaKebap 995 NamViet Bistro Bregenz https://www.facebook.com/namviet.bregenz 996 Nashia Kulinarisches https://www.facebook.com/nashia.kulinarisches 997 Naturfreunde Bootshaus https://www.facebook.com/pages/Naturfreunde-Bootshaus/ 192378260792801 998 Neptun Bar & Club Bregenz https://www.facebook.com/NeptunBarBregenz 999 NeuFeld https://www.facebook.com/pages/NeuFeld/1443758212564710 1000 News Cafe https://www.facebook.com/newscafewien 1001 Nian Nian Hao https://www.facebook.com/pages/Nian-Nian-Hao/ 105836069500217 1002 Nobelbeisl Habakuk https://www.facebook.com/Kulturbeisl.Habakuk 1003 Nofler Stuba https://www.facebook.com/pages/Nofler-Stuba/ 530425523634801 1004 Nordkurve SK Sturm Graz https://www.facebook.com/pages/Nordkurve-SK-Sturm-Graz/ 263308133683920 1005 Nordsee https://www.facebook.com/pages/Nordsee/233703503495362 1006 Nordsee Messepark https://www.facebook.com/pages/Nordsee-Messepark/ 186550101407569 1007 Nudelrestaurant Al Dente https://www.facebook.com/pages/Nudelrestaurant-Al-Dente/ 203518246331276 1008 Nudlthek https://www.facebook.com/pages/Nudlthek/137180819762844 1009 Nårrnkastl St. Pölten https://www.facebook.com/narrenskastl 1010 O.L.Y.M.P https://www.facebook.com/pages/OLYMP/86110719875 1011 OX Steaks.Pasta https://www.facebook.com/pages/OX-SteaksPasta/ 1430975193780955 168 Appendix B. Social Media Accounts

No. Name URL 1012 Obermair’s Wirtshaus https://www.facebook.com/pages/Obermairs-Wirtshaus/ 144192998978462 1013 Obst-Guat zum Steirer https://www.facebook.com/KreuzStube 1014 Office Cafe https://www.facebook.com/office1cafe 1015 Offnerhütte https://www.facebook.com/offnerhuette 1016 Oishi Sushi Restaurant Innsbruck - https://www.facebook.com/Sushi.Oishi.Innsbruck Japanische & Thailändische Spezialitäten 1017 Oishii https://www.facebook.com/Oishiiasia 1018 Olive https://www.facebook.com/pages/Olive/873133502698894 1019 Olymp https://www.facebook.com/OlympInnsbruck 1020 OpernCafe https://www.facebook.com/operncafe 1021 Oricks https://www.facebook.com/pages/Oricks/104067083010817 1022 Oricks Kebap & Pizza https://www.facebook.com/orickskebap 1023 Original Sacher-Torte https://www.facebook.com/OriginalSacherTorte 1024 Oscar wird kochen https://www.facebook.com/oscarkocht 1025 Osteria ” cucina e vini ” https://www.facebook.com/osteriacucinavini 1026 Osteria Panta Rhei https://www.facebook.com/OsteriaPantaRhei 1027 Osteria Veneta https://www.facebook.com/osteriavenetaklagenfurt 1028 Oswald Teigwaren / Al Dente https://www.facebook.com/pages/Oswald-Teigwaren-Al-Dente/ 594163647287594 1029 Otzi’s Hirschenstube https://www.facebook.com/OtzisHirschenstube 1030 Ox Deli https://www.facebook.com/pages/Ox-Deli/780703501968914 1031 Ox Mini https://www.facebook.com/pages/Ox-Mini/445747872137992 1032 PANTA RAJ https://www.facebook.com/pages/PANTA-RAJ/103537086651394 1033 PAPA CHADHA’s KITCHEN https://www.facebook.com/Papachadhaskitchen 1034 PEOPLE Cafe/Bar/Lounge https://www.facebook.com/peoplelinz 1035 PIYA Restaurant https://www.facebook.com/pages/PIYA-Restaurant/ 375585422537690 1036 PRATO im Palais https://www.facebook.com/PratoImPalais 1037 P&P - Italienisch, aber anders https://www.facebook.com/peundpe 1038 Pablo - Tapas Bar & Bodega https://www.facebook.com/RestaurantPablo 1039 Pagode https://www.facebook.com/pages/Pagode/446642722150692 1040 Palim Palim Café Bar https://www.facebook.com/pages/Palim-Palim-Caf%C3% A9-Bar/1594118794161455 1041 Pamukkale Kebap https://www.facebook.com/PamukkaleK1 1042 Pan Pan Thai Küche https://www.facebook.com/panpanthaikueche 1043 Panchos Cantina https://www.facebook.com/pages/Panchos-Cantina/ 157333700986874 1044 Pangea https://www.facebook.com/innsbruck.pangea 1045 Panificio Innsbruck https://www.facebook.com/innsbruck.panificio 1046 Panorama Alm https://www.facebook.com/pages/Panorama-Alm/ 419208121500241 1047 Panoramarestaurant Karren https://www.facebook.com/pages/Panoramarestaurant-Karren/ 871205696239158 1048 Paolo & Andrea Pizzeria https://www.facebook.com/pages/Paolo-Andrea-Pizzeria/ 121711941240313 1049 Paris SCW OG // Café - Bistro - Bar https://www.facebook.com/pages/Paris-SCW-OG-Caf%C3% A9-Bistro-Bar/231813326868268 1050 Park Haus - Das Café https://www.facebook.com/parkhaus.cafe 1051 Parkcafe https://www.facebook.com/pages/Parkcafe/194464720587049 1052 Parkcafe Villach https://www.facebook.com/pages/Parkcafe-Villach/ 125638854115190 1053 Parks-Graz https://www.facebook.com/parkscoffeeshop 1054 ParksArt https://www.facebook.com/pages/ParksArt/224627494367263 1055 Pasta Fresca Da Giovanni https://www.facebook.com/pages/Pasta-Fresca-Da-Giovanni/ 105562252857819 1056 Pasta Fresca da Giovanni https://www.facebook.com/PastaFrescaDaGiovanni 1057 Pavillon https://www.facebook.com/pages/Pavillon/119312751479556 B.2 Facebook Accounts of Restaurants 169

No. Name URL 1058 Peken’s Imbiss https://www.facebook.com/PekensImbiss 1059 Peter- Tunner Stüberl https://www.facebook.com/petertunnerstueberl 1060 Piazza Gastronomie https://www.facebook.com/pages/Piazza-Gastronomie/ 153608844696687 1061 Pichlinger Stubn https://www.facebook.com/pages/Pichlinger-Stubn/ 172222692809743 1062 Pit Stop Pizza Norberto https://www.facebook.com/www.Pitstoppizzanorberto.at 1063 Pizza Ekoo https://www.facebook.com/pages/Pizza-Ekoo/ 395243827288943 1064 Pizza Hitz https://www.facebook.com/pages/Pizza-Hitz/165011559033 1065 Pizza Leonardo https://www.facebook.com/pages/Pizza-Leonardo/ 131834776885288 1066 Pizza Mamma Mia https://www.facebook.com/pages/Pizza-Mamma-Mia/ 548147521883859 1067 Pizza Mozzarella https://www.facebook.com/pages/Pizza-Mozzarella/ 522688694475141 1068 Pizza Plus Villach https://www.facebook.com/pizzaplusvillach 1069 Pizza Quartier https://www.facebook.com/pizzaquartierwien 1070 Pizza Taxi Feldkirch https://www.facebook.com/PizzaTaxiFeldkirch 1071 Pizza & Pasta https://www.facebook.com/pizza2700 1072 Pizza&More https://www.facebook.com/PizzandMore 1073 Pizzaria Antonio In Leoben https://www.facebook.com/pages/Pizzaria-Antonio-In-Leoben/ 196990660365612 1074 Pizzaria Bistro IL Centro https://www.facebook.com/ilcenro 1075 Pizzaria Casa Leon https://www.facebook.com/pages/Pizzaria-Casa-Leon/ 212353022110257 1076 Pizzaservice Peppino Klagenfurt https://www.facebook.com/pizzaservice.peppino 1077 Pizzeria - Ristorante Al Capone Baden https://www.facebook.com/www.alcaponebaden.at 1078 Pizzeria Aldo https://www.facebook.com/pages/Pizzeria-Aldo/ 116647308413435 1079 Pizzeria Bella Amore https://www.facebook.com/pages/Pizzeria-Bella-Amore/ 494162433937165 1080 Pizzeria Bella Italia https://www.facebook.com/pages/Pizzeria-Bella-Italia/ 528773013888408 1081 Pizzeria Ciao https://www.facebook.com/pages/Pizzeria-Ciao/ 121042858044230 1082 Pizzeria Da Sergio https://www.facebook.com/pizzeriaristorantedasergio 1083 Pizzeria David https://www.facebook.com/pages/Pizzeria-David/ 489441684411955 1084 Pizzeria Diele am Berg https://www.facebook.com/pages/Pizzeria-Diele-am-Berg/ 148177198576300 1085 Pizzeria Divano https://www.facebook.com/pages/Pizzeria-Divano/ 1434530110114574 1086 Pizzeria Dobner https://www.facebook.com/pages/Pizzeria-Dobner/ 378130122616 1087 Pizzeria Dolce Vita Villach https://www.facebook.com/pages/Pizzeria-Dolce-Vita-Villach/ 224501777734237 1088 Pizzeria Don Camillo https://www.facebook.com/pages/Pizzeria-Don-Camillo/ 241306172572905 1089 Pizzeria Fabio https://www.facebook.com/pages/Pizzeria-Fabio/ 124317644301281 1090 Pizzeria Florenza https://www.facebook.com/pages/Pizzeria-Florenza/ 100426016714213 1091 Pizzeria Forno Antico https://www.facebook.com/pages/Pizzeria-Forno-Antico/ 221348767929338 1092 Pizzeria Gabriel https://www.facebook.com/pages/Pizzeria-Gabriel/ 180796748632419 1093 Pizzeria Giovanni Grill https://www.facebook.com/pages/Pizzeria-Giovanni-Grill/ 601698113274576 1094 Pizzeria I Fratelli https://www.facebook.com/pages/Pizzeria-I-Fratelli/ 138802209545492 170 Appendix B. Social Media Accounts

No. Name URL 1095 Pizzeria La Strada https://www.facebook.com/pages/Pizzeria-La-Strada/ 1410573312513612 1096 Pizzeria MAMA LEONE https://www.facebook.com/pizzeriamamaleone 1097 Pizzeria MIDO https://www.facebook.com/pages/Pizzeria-MIDO/ 142571972603616 1098 Pizzeria Maradonna https://www.facebook.com/pages/Pizzeria-Maradonna/ 138622092943362 1099 Pizzeria Milano https://www.facebook.com/pages/Pizzeria-Milano/ 199976086696060 1100 Pizzeria Paolo https://www.facebook.com/pages/Pizzeria-Paolo/ 183322278380937 1101 Pizzeria Primavera https://www.facebook.com/pages/Pizzeria-Primavera/ 156563394439574 1102 Pizzeria Ristorante DA VINCI https://www.facebook.com/Pizzeria.Ristorante.DaVinci 1103 Pizzeria Ristorante Da Luigi https://www.facebook.com/daluigidornbirn 1104 Pizzeria Ristorante Galileo GmbH https://www.facebook.com/pages/Pizzeria-Ristorante-Galileo-GmbH/ 155171967873948 1105 Pizzeria Ristorante Il Castello https://www.facebook.com/pages/Pizzeria-Ristorante-Il-Castello/ 166464393403477 1106 Pizzeria Ristorante Parma https://www.facebook.com/pages/Pizzeria-Ristorante-Parma/ 166017730117783 1107 Pizzeria Ristorante Verona Due https://www.facebook.com/veronaduefeldkirch 1108 Pizzeria Roni https://www.facebook.com/pages/Pizzeria-Roni/ 163960510287716 1109 Pizzeria Rossano https://www.facebook.com/pages/Pizzeria-Rossano/ 166614213387946 1110 Pizzeria San Marino https://www.facebook.com/pages/Pizzeria-San-Marino/ 265097090211232 1111 Pizzeria Semo https://www.facebook.com/pages/Pizzeria-Semo/ 154235024645387 1112 Pizzeria Stella Rossa https://www.facebook.com/pages/Pizzeria-Stella-Rossa/ 120058454742995 1113 Pizzeria Texaco https://www.facebook.com/texacoclub 1114 Pizzeria Torino https://www.facebook.com/pages/Pizzeria-Torino/ 1521122064768073 1115 Pizzeria Trattoria Belmondo https://www.facebook.com/pages/Pizzeria-Trattoria-Belmondo/ 203125683037838 1116 Pizzeria Trattoria Toscana https://www.facebook.com/pages/Pizzeria-Trattoria-Toscana/ 425001254272297 1117 Pizzeria Venezia https://www.facebook.com/pages/Pizzeria-Venezia/ 191503650884677 1118 Pizzeria da Ingo https://www.facebook.com/PizzeriaDaIngo 1119 Pizzeria da Pietro https://www.facebook.com/PizzeriaDaPietro 1120 Pizzeria zum Italiener https://www.facebook.com/pages/Pizzeria-zum-Italiener/ 105358999543061 1121 Pizzeria- Trattoria Tropea https://www.facebook.com/PizzeriaTropea 1122 Plachutta https://www.facebook.com/pages/Plachutta/123939137654782 1123 Pollheimerwirt https://www.facebook.com/pages/Pollheimerwirt/ 136719833060108 1124 Poolbar https://www.facebook.com/Poolbar.Festival 1125 Popeye Kebap https://www.facebook.com/lazmetinpopeyekebap 1126 Poseidon https://www.facebook.com/pages/Poseidon/181726628543795 1127 Pottenbrunn Cafe M&M https://www.facebook.com/pages/Pottenbrunn-Cafe-MM/ 560652333960990 1128 Prendi Pizza https://www.facebook.com/pages/Prendi-Pizza/ 199694386726883 1129 ProBier’s - das Lokal https://www.facebook.com/ProBiersDasLokal 1130 Promenade https://www.facebook.com/CafeBarPromenade 1131 Pronto - Trattoria Pizzeria https://www.facebook.com/prontoklagenfurt 1132 Pure Living Bakery https://www.facebook.com/pages/Pure-Living-Bakery/ 196622693699511 B.2 Facebook Accounts of Restaurants 171

No. Name URL 1133 Purgar https://www.facebook.com/pages/Purgar/393009654104168 1134 Pöstlingberg Schlössl https://www.facebook.com/poestlingberg 1135 QiQi’s World https://www.facebook.com/QiQis.World 1136 RC Café https://www.facebook.com/pages/RC-Caf%C3%A9/ 187101447999393 1137 REX https://www.facebook.com/essenrex 1138 RIO (Kino - Restaurant - Pizza - Bar) https://www.facebook.com/riofeldkirch 1139 RISTORANTE MICHELANGELO https://www.facebook.com/pages/RISTORANTE-MICHELANGELO/ 252185711497759 1140 ROI THAI https://www.facebook.com/pages/ROI-THAI/661666880596551 1141 ROSSO di Acqua e Sole :: Opening im Jän- https://www.facebook.com/rosso.di.acqua.e.sole ner 2014 1142 ROSSOARAGOSTA https://www.facebook.com/pages/ROSSOARAGOSTA/ 129635973810622 1143 Raimitz Café Konditorei https://www.facebook.com/Raimitz.Cafe.Konditorei 1144 Rajput https://www.facebook.com/Rajput.StP 1145 Rathaus Café https://www.facebook.com/pages/Rathaus-Caf%C3%A9/ 118478428230358 1146 Rathausgrill https://www.facebook.com/pages/Rathausgrill/ 225103644195319 1147 Rauch Cafe Bar, Feldkirch, Austria https://www.facebook.com/pages/Rauch-Cafe-Bar-Feldkirch-Austria/ 166209193436969 1148 Rauch Gastronomie https://www.facebook.com/www.rauchgastronomie.at 1149 Ravennawn2700 https://www.facebook.com/ravennawn2700 1150 Red Bull Hangar-7 GmbH - Carpe Diem https://www.facebook.com/pages/Red-Bull-Hangar-7-GmbH-Carpe-Diem-Lounge-Caf% Lounge-Café C3%A9/243536342389891 1151 Reini’s Café-Bar https://www.facebook.com/pages/Reinis-Caf%C3%A9-Bar/ 191376317551634 1152 Reisberger Hüttn https://www.facebook.com/ReisbergerHuettn 1153 René & Co https://www.facebook.com/pages/Ren%C3%A9-Co/ 1394260334209383 1154 Resch&Frisch Filiale Gartenstadt https://www.facebook.com/pages/ReschFrisch-Filiale-Gartenstadt/ 213958978668995 1155 Resch&Frisch Filiale Neustadt https://www.facebook.com/pages/ReschFrisch-Filiale-Neustadt/ 129707227103699 1156 Resch&Frisch Filiale Pernau https://www.facebook.com/pages/ReschFrisch-Filiale-Pernau/ 276398055708194 1157 Reschs Grüne Mensa in der Kph Krems https://www.facebook.com/pages/Reschs-Gr%C3% BCne-Mensa-in-der-Kph-Krems/818462211513656 1158 Residenz-Cafe https://www.facebook.com/pages/Residenz-Cafe/ 109721449107609 1159 Restaurant ”Alte Brücke Mostar” https://www.facebook.com/AlteBrueckeMostar 1160 Restaurant ”Olivi” https://www.facebook.com/pages/Restaurant-Olivi/ 162714927094922 1161 Restaurant - Café Römerstube https://www.facebook.com/pages/Restaurant-Caf%C3%A9-R% C3%B6merstube/189277757863664 1162 Restaurant Akropolis https://www.facebook.com/pages/Restaurant-Akropolis/ 150609091641851 1163 Restaurant Akropolis Wels https://www.facebook.com/restaurant.akropolis.wels 1164 Restaurant Akropolis in Baden https://www.facebook.com/pages/Restaurant-Akropolis-in-Baden/ 213013645376729 1165 Restaurant Anatolia https://www.facebook.com/pages/Restaurant-Anatolia/ 362308563781537 1166 Restaurant Bregenzer Segel-Club https://www.facebook.com/pages/Restaurant-Bregenzer-Segel-Club/ 867358929985309 1167 Restaurant Cafe Posidonas https://www.facebook.com/pages/Restaurant-Cafe-Posidonas/ 697165763683842 1168 Restaurant City Thai https://www.facebook.com/pages/Restaurant-City-Thai/ 151898551531714 1169 Restaurant Dalmacia https://www.facebook.com/pages/Restaurant-Dalmacia/ 347117242075651 172 Appendix B. Social Media Accounts

No. Name URL 1170 Restaurant Delphi https://www.facebook.com/pages/Restaurant-Delphi/ 156355921085585 1171 Restaurant Dionysos https://www.facebook.com/pages/Restaurant-Dionysos/ 105266769556372 1172 Restaurant Dionysos Leoben https://www.facebook.com/pages/Restaurant-Dionysos-Leoben/ 1394288657527762 1173 Restaurant D’Wirtschaft https://www.facebook.com/Restaurant.DWirtschaft 1174 Restaurant Fischermandl https://www.facebook.com/fischermandl 1175 Restaurant Hermes, Griechische Spezial- https://www.facebook.com/pages/Restaurant-Hermes-Griechische-Spezialit% itäten C3%A4ten/331268600341909 1176 Restaurant Igo https://www.facebook.com/restaurantIGO.at 1177 Restaurant Indira https://www.facebook.com/pages/Restaurant-Indira/ 628928500453756 1178 Restaurant Johanniterhof https://www.facebook.com/pages/Restaurant-Johanniterhof/ 154943171229530 1179 Restaurant Kaiserstuben GmbH https://www.facebook.com/pages/Restaurant-Kaiserstuben-GmbH/ 143461905718525 1180 Restaurant Kapeller https://www.facebook.com/pages/Restaurant-Kapeller/ 462076730491102 1181 Restaurant Khim https://www.facebook.com/pages/Restaurant-Khim/ 224958044184172 1182 Restaurant Konrads https://www.facebook.com/RestaurantKonrads 1183 Restaurant La Parisienne https://www.facebook.com/pages/Restaurant-La-Parisienne/ 203818226301193 1184 Restaurant M Mairitsch, Dornbirn https://www.facebook.com/pages/Restaurant-M-Mairitsch-Dornbirn/ 127856140609325 1185 Restaurant Mangold https://www.facebook.com/pages/Restaurant-Mangold/ 167148070003433 1186 Restaurant Maria Loretto https://www.facebook.com/restaurantmarialoretto 1187 Restaurant Mund.Art https://www.facebook.com/pages/Restaurant-MundArt/ 190956940936013 1188 Restaurant Möwe https://www.facebook.com/pages/Restaurant-M%C3%B6we/ 565315576943807 1189 Restaurant Neubeck https://www.facebook.com/pages/Restaurant-Neubeck/ 144821585581664 1190 Restaurant Opatija Graz https://www.facebook.com/pages/Restaurant-Opatija-Graz/ 156410417718640 1191 Restaurant Orpheus https://www.facebook.com/pages/Restaurant-Orpheus/ 206638679414907 1192 Restaurant Panorama Innsbruck https://www.facebook.com/CafeBarRestaurantPanorama 1193 Restaurant Persepolis Leoben https://www.facebook.com/Www.restaurantpersepolis.at 1194 Restaurant Pfefferschiff ”Staff & Friends” https://www.facebook.com/pfefferschiff 1195 Restaurant Pizzeria Sapori https://www.facebook.com/pages/Restaurant-Pizzeria-Sapori/ 201371733207270 1196 Restaurant Primavera https://www.facebook.com/RestaurantPrimavera 1197 Restaurant Rauhenstein https://www.facebook.com/RestaurantRauhenstein 1198 Restaurant Rhodos https://www.facebook.com/pages/Restaurant-Rhodos/ 236872406341872 1199 Restaurant Rhodos Wolfsberg https://www.facebook.com/pages/Restaurant-Rhodos-Wolfsberg/ 135081739921235 1200 Restaurant Sangam https://www.facebook.com/pages/Restaurant-Sangam/ 171324142999281 1201 Restaurant Sato https://www.facebook.com/pages/Restaurant-Sato/ 176633445695475 1202 Restaurant Schwedenschanze https://www.facebook.com/pages/Restaurant-Schwedenschanze/ 153549888049390 1203 Restaurant Shiraz https://www.facebook.com/pages/Restaurant-Shiraz/ 177187139058557 1204 Restaurant Speisesaal - Graz https://www.facebook.com/restaurantspeisesaal 1205 Restaurant Stiftskeller https://www.facebook.com/pages/Restaurant-Stiftskeller/ 201997489825726 B.2 Facebook Accounts of Restaurants 173

No. Name URL 1206 Restaurant Tex Mex https://www.facebook.com/pages/Restaurant-Tex-Mex/ 160795950641354 1207 Restaurant Thai-Li https://www.facebook.com/thailiinnsbruck 1208 Restaurant Tokyo https://www.facebook.com/pages/Restaurant-Tokyo/ 141972259201224 1209 Restaurant Tsatsiki https://www.facebook.com/pages/Restaurant-Tsatsiki/ 197050773656343 1210 Restaurant Vinothek Löwenkeller https://www.facebook.com/www.loewenkeller.at 1211 Restaurant Z10 https://www.facebook.com/restaurant.z10 1212 Restaurant monte mare https://www.facebook.com/Restaurantmontemare 1213 Restaurant zur Mühle https://www.facebook.com/pages/Restaurant-zur-M%C3% BChle/445691125476540 1214 Restaurant-Galaxie https://www.facebook.com/restaurant.galaxie 1215 Restorant https://www.facebook.com/pages/Restorant/ 1459213561057473 1216 Rhodos - Griechisches Restaurant https://www.facebook.com/pages/Rhodos-Griechisches-Restaurant/ 351591074909357 1217 Rio Bar https://www.facebook.com/pages/Rio-Bar/424320194291042 1218 Rio Caffee https://www.facebook.com/RioCaffee 1219 Ristaurante Pizzeria Isola Bella https://www.facebook.com/pages/Ristaurante-Pizzeria-Isola-Bella/ 187378458003287 1220 Ristorante Caruso https://www.facebook.com/pages/Ristorante-Caruso/ 199637896729890 1221 Ristorante Isola Bella https://www.facebook.com/pages/Ristorante-Isola-Bella/ 587646674580905 1222 Ristorante La Ruffa / Amici / Li+do Schiff https://www.facebook.com/LaRuffaAmiciLidoTropea / Tropea 1223 Ristorante Luca https://www.facebook.com/pages/Ristorante-Luca/ 718648948162924 1224 Ristorante Pepe Nero https://www.facebook.com/pages/Ristorante-Pepe-Nero/ 352545794939004 1225 Ristorante Pizzeria La Pergola https://www.facebook.com/pizzeria.la.pergola 1226 Ristorante Pizzeria Messina https://www.facebook.com/pages/Ristorante-Pizzeria-Messina/ 208371195842456 1227 Ristorante Pizzeria San Giuseppe https://www.facebook.com/pages/Ristorante-Pizzeria-San-Giuseppe/ 146636355402344 1228 Ristorante Pizzeria San Remo https://www.facebook.com/pages/Ristorante-Pizzeria-San-Remo/ 438878619481885 1229 Ristorante Pizzeria da Giacomo Salzburg https://www.facebook.com/dagiacomo 1230 Ristorante San Marco https://www.facebook.com/pages/Ristorante-San-Marco/ 225685894294953 1231 Ristorante San Michele https://www.facebook.com/pages/Ristorante-San-Michele/ 153961964661520 1232 Ristorante il Cavallino https://www.facebook.com/ristoranteilcavallino 1233 Ristorante-Pizzeria La Taverna Feldkirch https://www.facebook.com/pages/Ristorante-Pizzeria-La-Taverna-Feldkirch/ 659429694155576 1234 Ristorante-Pizzeria San Marco Ristorante https://www.facebook.com/pages/Ristorante-Pizzeria-San-Marco-Ristorante-Italiano/ Italiano 167174559999142 1235 Roasted Bean https://www.facebook.com/roastedbean.villach 1236 Robinson-Büffet https://www.facebook.com/pages/Robinson-B%C3%BCffet/ 201424756536288 1237 Robo - Fast Slowfood https://www.facebook.com/pages/Robo-Fast-Slowfood/ 905599802831996 1238 Rocheralm https://www.facebook.com/Rocheralm 1239 Rochus1090 https://www.facebook.com/Rochus1090 1240 Rock Cafe & Bar Nightwish https://www.facebook.com/pages/Rock-Cafe-Bar-Nightwish/ 1577237392526333 1241 Rock Keller Graz https://www.facebook.com/pages/Rock-Keller-Graz/ 208828165991048 1242 Roncat - das etwas andere Pub https://www.facebook.com/roncat1963 1243 Rose Cupcake Shop & Café https://www.facebook.com/RoseCupcakeKlagenfurt 174 Appendix B. Social Media Accounts

No. Name URL 1244 Rosi’s Pizza&Kebap https://www.facebook.com/RosisPizzaKebap 1245 Rotes Haus https://www.facebook.com/pages/Rotes-Haus/ 266623093374853 1246 Rox Bar&Grill Graz https://www.facebook.com/roxgraz 1247 Running Asia Südpark https://www.facebook.com/pages/Running-Asia-S%C3% BCdpark/227230160650231 1248 Running Sushi https://www.facebook.com/pages/Running-Sushi/ 201881696508716 1249 Running Sushi Atrio https://www.facebook.com/runningsushiatrio 1250 Running Sushi Okiru https://www.facebook.com/pages/Running-Sushi-Okiru/ 179687275412941 1251 Runningsushi Ichiban https://www.facebook.com/pages/Runningsushi-Ichiban/ 491761247521298 1252 Rössle Park https://www.facebook.com/pages/R%C3%B6ssle-Park/ 192866437416909 1253 S’Biergartl https://www.facebook.com/sbiergartlgraz 1254 S’Lerchal Aschauer & Weber https://www.facebook.com/pages/SLerchal-Aschauer-Weber/ 196202933897438 1255 S-lounge https://www.facebook.com/pages/S-lounge/174561975924263 1256 SAEGEWERK https://www.facebook.com/SAEGEWERK 1257 SALUD Steak & Burger House https://www.facebook.com/pages/SALUD-Steak-Burger-House/ 461144593984368 1258 SEE Bäckerei https://www.facebook.com/SeeBackerei 1259 SPICEWORLD - Ihr Gewürzexperte https://www.facebook.com/SPICEWORLD.at 1260 STADT.kaffee https://www.facebook.com/STADTkaffee 1261 STRANDS https://www.facebook.com/strands.at 1262 Salad Box https://www.facebook.com/SaladBoxLinz 1263 Salettl https://www.facebook.com/SalettlinBaden 1264 Saloon Milwaukee https://www.facebook.com/pages/Saloon-Milwaukee/ 191516794213958 1265 Salud Homeservice https://www.facebook.com/saludhomeservice 1266 Salud Klagenfurt https://www.facebook.com/saludklagenfurt 1267 Salud Villach https://www.facebook.com/saludvillach 1268 Salzmühle https://www.facebook.com/Salzmuehle 1269 Samandar - Indische & Oriental. Küche https://www.facebook.com/pages/Samandar-Indische-Oriental-K% C3%BCche/184916174876887 1270 Sams Steakhouse https://www.facebook.com/sams.steakhouse.4020linz 1271 San Marco Dornbirn https://www.facebook.com/pages/San-Marco-Dornbirn/ 740462582640946 1272 Sandra’s Lidmansky https://www.facebook.com/pages/Sandras-Lidmansky/ 514334408664965 1273 Santa Catharina https://www.facebook.com/SantaCatharina 1274 Santa Fe - Steak - Pizza - Bar https://www.facebook.com/SantaFe.at 1275 Saphire Restaurant https://www.facebook.com/SaphireRestaurant 1276 Sara Bistro https://www.facebook.com/pages/Sara-Bistro/ 1564270957187591 1277 Sarabistrofk https://www.facebook.com/pages/Sarabistrofk/ 619666108116813 1278 Saray-Graz https://www.facebook.com/saraygraz 1279 Sark Deluxe Kebap https://www.facebook.com/pages/Sark-Deluxe-Kebap/ 197703566925681 1280 Saro’s American Bar & Burger https://www.facebook.com/saros.american 1281 Sassari Wels https://www.facebook.com/sassariwels 1282 Sazio da Patrizia & Gaetano https://www.facebook.com/pages/Sazio-da-Patrizia-Gaetano/ 801606946560171 1283 Schabanack Pizza & Kebap Cafe https://www.facebook.com/pages/Schabanack-Pizza-Kebap-Cafe/ 132761556791865 1284 Scherhaufgut https://www.facebook.com/pages/Scherhaufgut/ 175346472494232 B.2 Facebook Accounts of Restaurants 175

No. Name URL 1285 Schillerpark Cafe Restaurant https://www.facebook.com/schillerparkcafe 1286 Schloss - Restaurant Wolfsberg https://www.facebook.com/pages/Schloss-Restaurant-Wolfsberg/ 102329619819369 1287 Schlosscafe - Linz https://www.facebook.com/SCHLOSSCAFELINZ 1288 Schlosscafé Mattsee - Salzburg https://www.facebook.com/Schlosscafe 1289 Schmiedhofalm https://www.facebook.com/Schmiedhofalm 1290 Schnitzelhaus https://www.facebook.com/pages/Schnitzelhaus/ 152161398175842 1291 Schnitzelmax St. Pölten https://www.facebook.com/pages/Schnitzelmax-St-P%C3% B6lten/196522503712280 1292 SchokoMus - Chocolaterie & Patisserie https://www.facebook.com/SchokoMus 1293 Schubert Stub’n https://www.facebook.com/pages/Schubert-Stubn/ 892858180728282 1294 Schubertkino-Cafe-Lounge https://www.facebook.com/schubertkinocafe 1295 Schumis Coffea https://www.facebook.com/pages/Schumis-Coffea/ 131952410211358 1296 Schwarzalm-Krems https://www.facebook.com/pages/Schwarzalm-Krems/ 447518115303023 1297 Schwarzer Adler https://www.facebook.com/SchwarzerAdler.St.Poelten 1298 Schwechaterhof https://www.facebook.com/schwechaterhof 1299 Schweizerhaus https://www.facebook.com/schweizerhaus.wien 1300 See-Kiosk https://www.facebook.com/pages/See-Kiosk/ 1581184308791306 1301 Seepark Hotel https://www.facebook.com/seeparkhotel 1302 Seepark Laguna https://www.facebook.com/SeeparkLaguna 1303 Seerestaurant Bregenz https://www.facebook.com/seerestaurant.bregenz 1304 Sega Gastgarten https://www.facebook.com/pages/Sega-Gastgarten/ 148755358524091 1305 Sega Lcs https://www.facebook.com/pages/Sega-Lcs/188557204521505 1306 Segafredo https://www.facebook.com/pages/Segafredo/219132601434638 1307 Segafredo Baden https://www.facebook.com/pages/Segafredo-Baden/ 190133701031337 1308 Segafredo Cafe https://www.facebook.com/pages/Segafredo-Cafe/ 185536148149716 1309 Segafredo Espresso https://www.facebook.com/pages/Segafredo-Espresso/ 114023038671724 1310 Segafredo Lcs https://www.facebook.com/pages/Segafredo-Lcs/ 527413597287601 1311 Segafredo Leoben https://www.facebook.com/pages/Segafredo-Leoben/ 159807474068934 1312 Selberkocher.com https://www.facebook.com/Selberkocher 1313 Sensei Sushi Innsbruck https://www.facebook.com/senseisushi 1314 Servus Hauswiese https://www.facebook.com/pages/Servus-Hauswiese/ 222667747761862 1315 Seven Bäckerei & Cafe- Konditorei https://www.facebook.com/sevenbackshop 1316 Shambala Restaurant https://www.facebook.com/pages/Shambala-Restaurant/ 133766903452226 1317 Shamrock https://www.facebook.com/pages/Shamrock/155381604500854 1318 Shifu AsiatischerErlebnisTem- https://www.facebook.com/ShifuInnsbruck pel&BubbleTea by CrazyTea 1319 Shizar CafeRestaurant https://www.facebook.com/pages/Shizar-CafeRestaurant/ 702422049881031 1320 Sichtbar https://www.facebook.com/pages/Sichtbar/179299492100656 1321 Siegl’s PUB - Wie gemütlich so bierig... https://www.facebook.com/Sieglspub 1322 Simi’s Plan B https://www.facebook.com/pages/Simis-Plan-B/ 412662135486772 1323 Sinans Brot - Conditorei - Café https://www.facebook.com/pages/Sinans-Brot-Conditorei-Caf% C3%A9/173537546025339 1324 Sino Wok GmbH - Wok’n Grill - Leonding https://www.facebook.com/pages/Sino-Wok-GmbH-Wokn-Grill-Leonding/ 200918299921004 176 Appendix B. Social Media Accounts

No. Name URL 1325 Sinop Kebap https://www.facebook.com/pages/Sinop-Kebap/ 424026634285364 1326 Sixties https://www.facebook.com/pages/Sixties/196838140337592 1327 Skurril 22 https://www.facebook.com/pages/Skurril-22/253495724348 1328 Sky Bar Schlossberg https://www.facebook.com/SkyBarSchlossberg 1329 Skybird - Barrestaurant am Flughafen Kla- https://www.facebook.com/pages/Skybird-Barrestaurant-am-Flughafen-Klagenfurt/ genfurt 371516359642760 1330 Skygarden https://www.facebook.com/Skygarden01 1331 Slow Tacos https://www.facebook.com/SlowTacos 1332 Snack Attack https://www.facebook.com/pages/Snack-Attack/ 395398110535036 1333 Solo Pasta/Solo Vino https://www.facebook.com/pages/Solo-PastaSolo-Vino/ 179703838741786 1334 Sorger Brot https://www.facebook.com/sorgerbrot 1335 Soulkitchen https://www.facebook.com/soulkitchen.innsbruck 1336 Spar Bistro https://www.facebook.com/pages/Spar-Bistro/ 249708828460011 1337 Spatzl Alm Wels https://www.facebook.com/spatzlalm 1338 Speed Cafe https://www.facebook.com/pages/Speed-Cafe/ 1572053596391998 1339 Speedy Gonzales Restaurant https://www.facebook.com/ribsundsteaks 1340 Spiga Ristorante https://www.facebook.com/pages/Spiga-Ristorante/ 1466830360218246 1341 Sport Gourmet https://www.facebook.com/sportgourmet 1342 Sportheim Ennsleite https://www.facebook.com/SportheimEnnsleite 1343 Square Linz https://www.facebook.com/pages/Square-Linz/ 455960447848359 1344 St. Peter Stiftskeller https://www.facebook.com/stiftskeller 1345 St. Pölten Traisenpark, Marmara https://www.facebook.com/pages/St-P%C3% B6lten-Traisenpark-Marmara/199347030202059 1346 Stachl’s Gaststube u Achterlbar https://www.facebook.com/pages/Stachls-Gaststube-u-Achterlbar/ 184819694889003 1347 Stadionbeisl https://www.facebook.com/pages/Stadionbeisl/ 365897546874450 1348 Stadt Kebap Bregenz https://www.facebook.com/stadtkebap.bregenz 1349 Stadt Kepab https://www.facebook.com/pages/Stadt-Kepab/ 144988795568884 1350 StadtCafe Saalfelden https://www.facebook.com/StadtcafeSaalfelden 1351 Stadtbistro https://www.facebook.com/stadtbistrowolfsberg 1352 Stadtcafe Leoben https://www.facebook.com/pages/Stadtcafe-Leoben/ 235367313208113 1353 Stadtcafe Salzburg https://www.facebook.com/stadtcafe.salzburg 1354 Stadtgut Lounge https://www.facebook.com/pages/Stadtgut-Lounge/ 532074313529214 1355 Stammgastseite der Kürnberghalle https://www.facebook.com/pages/Stammgastseite-der-K%C3% BCrnberghalle/457219647697905 1356 Star Imbiss https://www.facebook.com/StarImbissDornbirn 1357 Starlounge https://www.facebook.com/starloungekrems 1358 Steak’s https://www.facebook.com/pages/Steaks/287499714789827 1359 Steakhaus 21 https://www.facebook.com/pages/Steakhaus-21/ 172941879433482 1360 Steakhouse https://www.facebook.com/pages/Steakhouse/ 205334672813267 1361 Steakhouse Kärnten vormals Steakhouse https://www.facebook.com/pages/Steakhouse-K%C3% Villach A4rnten-vormals-Steakhouse-Villach/128322583913482 1362 Steakhütte Yes 2 Day https://www.facebook.com/pages/Steakh%C3% BCtte-Yes-2-Day/126942020713932 1363 Steaks Bar & Restaurant GmbH https://www.facebook.com/pages/Steaks-Bar-Restaurant-GmbH/ 260558473993875 B.2 Facebook Accounts of Restaurants 177

No. Name URL 1364 Steinbockalm https://www.facebook.com/steinbockalm 1365 Steiner Genuss Werk https://www.facebook.com/SteinerGenussWerk 1366 Steinlechner - Jedermanns Wirtshaus https://www.facebook.com/SteinlechnerJedermannsWirtshaus 1367 Steira-Eck https://www.facebook.com/steiraeck 1368 Steirerhof Villach https://www.facebook.com/Steirerhof.Warmbad 1369 Sterna Bangs https://www.facebook.com/pages/Sterna-Bangs/ 155812754454087 1370 Sternbräu https://www.facebook.com/Sternbrau 1371 StieglKeller https://www.facebook.com/stieglkeller 1372 Stiftskeller https://www.facebook.com/pages/Stiftskeller/ 167420943318117 1373 Stiftsrestaurant Göttweig https://www.facebook.com/pages/Stiftsrestaurant-G%C3% B6ttweig/157068841013953 1374 Storfa’s Cafe https://www.facebook.com/pages/Storfas-Cafe/ 258781700828484 1375 Strandbad Baden https://www.facebook.com/strandbad.baden 1376 Strandbad Baden Milchtrinkhalle https://www.facebook.com/pages/Strandbad-Baden-Milchtrinkhalle/ 658019830998408 1377 Strandbad Seekirchen https://www.facebook.com/pages/Strandbad-Seekirchen/ 110436215668359 1378 Strandcafe https://www.facebook.com/pages/Strandcafe/ 175648865827447 1379 Strong Fellow - True Taste https://www.facebook.com/extravirginrevoilution 1380 Strudel-Café Kröll https://www.facebook.com/pages/Strudel-Caf%C3%A8-Kr%C3% B6ll/304419932986156 1381 Studio Cafe Dornbirn https://www.facebook.com/StudioCafeDornbirn 1382 Stögi’s Restaurant an der Ach https://www.facebook.com/pages/St%C3% B6gis-Restaurant-an-der-Ach/258265809824 1383 Subway Klagenfurt https://www.facebook.com/pages/Subway-Klagenfurt/ 471545499546717 1384 Subway St. Pölten https://www.facebook.com/SubwayStPoelten1 1385 Subway Villach https://www.facebook.com/pages/Subway-Villach/ 450349858418265 1386 Subway Wiener Neustadt https://www.facebook.com/subwaywienerneustadt 1387 Subway Wolfsberg https://www.facebook.com/pages/Subway-Wolfsberg/ 447776262002802 1388 SummerStation | The Chill-Out Zone https://www.facebook.com/SummerStationTheChillOutZone 1389 Sunset :) https://www.facebook.com/pages/Sunset-/147545498680098 1390 Sutterlüty Restaurant https://www.facebook.com/pages/Sutterl%C3% BCty-Restaurant/105272636220131 1391 Sylvie’s Kostbarkeiten https://www.facebook.com/pages/Sylvies-Kostbarkeiten/ 469774116527519 1392 T.G.I. Friday’s Vienna https://www.facebook.com/tgifridaysvienna 1393 Taj Mahal Linz https://www.facebook.com/pages/Taj-Mahal-Linz/ 207007365983643 1394 Take The Cake https://www.facebook.com/takethecakegraz 1395 Taki Traditional Asian Noodles https://www.facebook.com/pages/Taki-Traditional-Asian-Noodles/ 186030831455247 1396 Tam https://www.facebook.com/pages/Tam/213774775329247 1397 Tandem Bistro https://www.facebook.com/pages/Tandem-Bistro/ 185395481497694 1398 Tandem-Café-Bar-Partykeller https://www.facebook.com/pages/Tandem-Caf%C3% A9-Bar-Partykeller/190237517677488 1399 Tandoori Delight - Indisches Restaurant https://www.facebook.com/indisches 1400 Taverna 29 https://www.facebook.com/pages/Taverna-29/ 959237104100862 1401 Taverna Ikaros https://www.facebook.com/pages/Taverna-Ikaros/ 139107889494092 1402 Tavernakel https://www.facebook.com/tavernakel 1403 Thai Asien-Haus https://www.facebook.com/pages/Thai-Asien-Haus/ 361642695994 178 Appendix B. Social Media Accounts

No. Name URL 1404 Thai Pha Muang https://www.facebook.com/pages/Thai-Pha-Muang/ 994322503916138 1405 Thai-Li-Ba Innsbruck https://www.facebook.com/thailiba 1406 The Bablyon Shisha https://www.facebook.com/pages/The-Bablyon-Shisha/ 242538322550367 1407 The Box Noodles https://www.facebook.com/pages/The-Box-Noodles/ 171966609627702 1408 The Brickmakers Ale & Cider House https://www.facebook.com/thebrickmakersvienna 1409 The Cafe Eastanbul Ehli Keyf https://www.facebook.com/pages/The-Cafe-Eastanbul-Ehli-Keyf/ 339080072783371 1410 The Cube Salzburg https://www.facebook.com/cubesalzburg 1411 The Italian https://www.facebook.com/pages/The-Italian/ 408275182521584 1412 The Super Pub https://www.facebook.com/thesuperpub 1413 The Wok https://www.facebook.com/pages/The-Wok/378343908861510 1414 The green garden https://www.facebook.com/thegreengarden.salzburg 1415 The smoking Chef https://www.facebook.com/thesmokingchef 1416 Theater Cafe https://www.facebook.com/pages/Theater-Cafe/ 114230891985319 1417 Theatercafe https://www.facebook.com/pages/Theatercafe/ 151890914995335 1418 Theatercafé Bregenz https://www.facebook.com/theatercafe.bregenz 1419 Theaterwirt https://www.facebook.com/theaterwirt.at 1420 Thermenrestaurant Baden https://www.facebook.com/thermenrestaurant 1421 Tingting Restaurant https://www.facebook.com/tingtingrestaurant 1422 Tiroler Bauernkeller https://www.facebook.com/pages/Tiroler-Bauernkeller/ 278099348178 1423 Tischlein Deck Dich https://www.facebook.com/tischlein 1424 Today Imbiss ’Feldkirch am Bahnhof’ https://www.facebook.com/TodayImbiss 1425 Tokyo Bay Salzburg https://www.facebook.com/tokyobaysalzburg 1426 Tokyo Running Sushi https://www.facebook.com/pages/Tokyo-Running-Sushi/ 159946370705671 1427 Tokyo Running Sushi Linz https://www.facebook.com/pages/Tokyo-Running-Sushi-Linz/ 445386805575789 1428 Tower Cafe https://www.facebook.com/TowerCafeGraz 1429 Trastevere Trattoria-Pizzeria https://www.facebook.com/Trastevere.Trattoria.Pizzeria 1430 Trattoria - Pizzeria Nicoletta https://www.facebook.com/pizzeria.trattoria.nicoletta 1431 Trattoria Castel Nuovo https://www.facebook.com/TrattoriaCastelnuovo 1432 Trattoria Castelnuovo ringer Gas- https://www.facebook.com/pages/Trattoria-Castelnuovo-ringer-Gastronomiebetriebs-GmbH/ tronomiebetriebs GmbH 174075842639030 1433 Trattoria La Dolce Vita https://www.facebook.com/pages/Trattoria-La-Dolce-Vita/ 394919493968556 1434 Trattoria Pizzeria Massimo https://www.facebook.com/pages/Trattoria-Pizzeria-Massimo/ 1025471557482476 1435 Trattoria Roma https://www.facebook.com/pages/Trattoria-Roma/ 621406427928359 1436 Trattoria Siena https://www.facebook.com/pages/Trattoria-Siena/ 127569477282897 1437 Trattoria-Pizzeria IL Monello https://www.facebook.com/pages/Trattoria-Pizzeria-IL-Monello/ 324597304256023 1438 Triangel Salzburg https://www.facebook.com/pages/Triangel-Salzburg/ 466904006681566 1439 Tribaun https://www.facebook.com/tribaun 1440 Tribeka Kaiserfeldgasse 6 https://www.facebook.com/pages/Tribeka-Kaiserfeldgasse-6/ 1496000550664252 1441 Tritsch & tratsch https://www.facebook.com/tritschtratsch 1442 Turap https://www.facebook.com/pages/Turap/160018644059333 1443 Turkis Kebap https://www.facebook.com/pages/Turkis-Kebap/ 191516257592903 B.2 Facebook Accounts of Restaurants 179

No. Name URL 1444 Turkuaz Klagenfurt https://www.facebook.com/TurkuazKlagenfurt 1445 Turti’s Café und mehr https://www.facebook.com/turtiscafe 1446 Türkis Restaurant https://www.facebook.com/pages/T%C3%BCrkis-Restaurant/ 139166736140895 1447 Ubl-Doschek https://www.facebook.com/pages/Ubl-Doschek/ 229438143743664 1448 Ullmann’s Zuckerbäckerei https://www.facebook.com/pages/Ullmanns-Zuckerb%C3% A4ckerei/200390116807172 1449 Ungerhof https://www.facebook.com/pages/Ungerhof/159893857400323 1450 Uni - Cafe Innsbruck https://www.facebook.com/UniCafeIbk 1451 Uni-Pizzeria https://www.facebook.com/pages/Uni-Pizzeria/ 282355195207122 1452 Unicum Espresso https://www.facebook.com/pages/Unicum-Espresso/ 787016981393310 1453 Unser Laden https://www.facebook.com/pages/Unser-Laden/ 709897155713102 1454 Unterberger https://www.facebook.com/pages/Unterberger/ 455487361161943 1455 Urbani Weinstuben Kaspar https://www.facebook.com/urbaniweinstube.kaspar 1456 Urbankeller Salzburg https://www.facebook.com/urbankellersalzburg 1457 Urbann am Park https://www.facebook.com/pages/Urbann-am-Park/ 243669032385164 1458 V.i.p Bereich Lavanttal Arena https://www.facebook.com/pages/Vip-Bereich-Lavanttal-Arena/ 294565733996523 1459 Vabene Trattoria https://www.facebook.com/pages/Vabene-Trattoria/ 204428102906178 1460 Vagötzgod https://www.facebook.com/vagoetzgod 1461 Vanthien https://www.facebook.com/pages/Vanthien/932053330143333 1462 Vapiano Graz https://www.facebook.com/VapianoGraz 1463 Vapiano Innsbruck https://www.facebook.com/pages/Vapiano-Innsbruck/ 184180488279043 1464 Vapiano Linz https://www.facebook.com/VapianoLinz 1465 Vesper https://www.facebook.com/vesper.wienerneustadt 1466 Victoria’s Sushi Bar https://www.facebook.com/victorias.sushibar 1467 Pho House https://www.facebook.com/pages/Vietnam-Pho-House/ 1390104341236609 1468 Villa Lido - Pizzeria Trattoria https://www.facebook.com/villa.lido.woerthersee 1469 Villa Rustikal https://www.facebook.com/pages/Villa-Rustikal/ 761436427247767 1470 Villa Toscana ital. Ristorante - Pizzeria https://www.facebook.com/villa.toscana.klagenfurt 1471 Villacher Bierschlössl - Völkendorf https://www.facebook.com/bierschloessl 1472 Villacher Brauhof https://www.facebook.com/brauhof 1473 Villacher Paragraf https://www.facebook.com/VillacherParagraf 1474 Vinothek Zimmermann https://www.facebook.com/pages/Vinothek-Zimmermann/ 46311888163 1475 Vis A Vis https://www.facebook.com/pages/Vis-A-Vis/101263113294469 1476 Viva Bregenz https://www.facebook.com/pages/Viva-Bregenz/ 143127672470120 1477 Volki’s Café https://www.facebook.com/pages/Volkis-Caf%C3%A8/ 154226871300657 1478 Volksgarten Technocafé https://www.facebook.com/pages/Volksgarten-Technocaf%C3% A9/121092547971132 1479 Vollpension https://www.facebook.com/Vollpension.Wien 1480 Vorarlberger Hof https://www.facebook.com/VorarlbergerHof 1481 WERNBACHER https://www.facebook.com/wernbacher 1482 WU mensa https://www.facebook.com/wumensa.at 1483 Walkers Linz https://www.facebook.com/pages/Walkers-Linz/ 139716009429581 1484 Wang Fu https://www.facebook.com/pages/Wang-Fu/140467302691355 1485 Wasabi https://www.facebook.com/pages/Wasabi/188014624575243 180 Appendix B. Social Media Accounts

No. Name URL 1486 We love Cakes https://www.facebook.com/pages/We-love-Cakes/ 262128473874407 1487 Weekender Club https://www.facebook.com/weekenderclub 1488 Weinbau & Buschenschank Leopold Kerbl https://www.facebook.com/pages/Weinbau-Buschenschank-Leopold-Kerbl/ 185122634859159 1489 Weinlaube Oberlaa https://www.facebook.com/pages/Weinlaube-Oberlaa/ 327826644006862 1490 Weinlaube-Vinothek Schwarzer Hund https://www.facebook.com/weinlaube 1491 Weinstube Ilge https://www.facebook.com/WeinstubeIlge 1492 Wellenstein https://www.facebook.com/pages/Wellenstein/ 1496536197273543 1493 Werkstatt Eat & Drink https://www.facebook.com/pages/Werkstatt-Eat-Drink/ 830276423654426 1494 Werner’s https://www.facebook.com/pages/Werners/908526769160564 1495 Wettcafe Barometer https://www.facebook.com/pages/Wettcafe-Barometer/ 285727118119016 1496 Wia z’haus Lehner https://www.facebook.com/pages/Wia-zhaus-Lehner/ 548054581931714 1497 Wiener Neustadt Fischapark https://www.facebook.com/pages/Wiener-Neustadt-Fischapark/ 521567507946180 1498 Wirt Am Berg https://www.facebook.com/pages/Wirt-Am-Berg/ 417861154930230 1499 Wirt am Graben https://www.facebook.com/wirtamgraben 1500 Wirt in Judendorf https://www.facebook.com/pages/Wirt-in-Judendorf/ 166447506740817 1501 Wirtshaus Blumenstöckl https://www.facebook.com/pages/Wirtshaus-Blumenst%C3% B6ckl/1502193653383780 1502 Wirtshaus am See https://www.facebook.com/pages/Wirtshaus-am-See/ 185847714774150 1503 Wirtshaus am See - Die OFFIZELLE Fan- https://www.facebook.com/WirtshausamSee page 1504 Wok City https://www.facebook.com/wokcity.natuerlichasiatisch 1505 Wok House https://www.facebook.com/pages/Wok-House/191891717500014 1506 Wok & Tea https://www.facebook.com/pages/Wok-Tea/209115175773303 1507 Wok’n Grill https://www.facebook.com/WoknGrill.Leonding 1508 Wolfi’s Fondue & Mehr https://www.facebook.com/Wolfis.Fondue 1509 Wolfsberg Cafe Harmonie https://www.facebook.com/pages/Wolfsberg-Cafe-Harmonie/ 116779668448495 1510 Wolfsberger Hütte https://www.facebook.com/pages/Wolfsberger-H%C3%BCtte/ 185652928139857 1511 Woodfire https://www.facebook.com/pages/Woodfire/221050361358622 1512 World Of Asia https://www.facebook.com/pages/World-Of-Asia/ 192742637413523 1513 XXL PIZZASERVICE https://www.facebook.com/xxl.pizzaservice 1514 XXX Lutz Feldkirch Vorarlberg https://www.facebook.com/pages/XXX-Lutz-Feldkirch-Vorarlberg/ 136079316482887 1515 XXXLutz Restaurant Eugendorf https://www.facebook.com/restaurant.eugendorf 1516 Xu Wok&More https://www.facebook.com/xuwels 1517 Xu Wok&More Linz https://www.facebook.com/Xulinz 1518 XxXL Grillrestaurant https://www.facebook.com/pages/XxXL-Grillrestaurant/ 200360409990036 1519 Yoko Running Sushi https://www.facebook.com/pages/Yoko-Running-Sushi/ 1376809389265667 1520 Yoshis - Asiatischer Lieferservice https://www.facebook.com/yoshis.at 1521 Zaffran indian cuisine https://www.facebook.com/pages/Zaffran-indian-cuisine/ 168559320009111 1522 Zanona https://www.facebook.com/pages/Zanona/202038993164360 1523 Zauchnerwirt Inh. Heber Michael https://www.facebook.com/Zauchnerwirt 1524 Zelinsky,s https://www.facebook.com/Zelinsky.s 1525 Zum Goldenen Hirsch https://www.facebook.com/pages/Zum-Goldenen-Hirsch/ 118739528207302 B.2 Facebook Accounts of Restaurants 181

No. Name URL 1526 Zum Griechen https://www.facebook.com/pages/Zum-Griechen/ 148284671877389 1527 Zum Heurigen Keller https://www.facebook.com/pages/Zum-Heurigen-Keller/ 1523874484556358 1528 Zum Italo Steirer https://www.facebook.com/pages/Zum-Italo-Steirer/ 169008953174252 1529 Zum Schnitzelwirt https://www.facebook.com/ZumSchnitzelwirt 1530 Zum Schwarzen Kameel https://www.facebook.com/ZumSchwarzenKameel 1531 Zum Zirkelwirt https://www.facebook.com/zumzirkelwirt 1532 Zur Schiene https://www.facebook.com/zurschiene 1533 Zweieck https://www.facebook.com/daszweieck 1534 Zwölf https://www.facebook.com/zwoelfdeli 1535 big11 https://www.facebook.com/big11restaurant 1536 break.fast https://www.facebook.com/bartl.break.fast 1537 cafe 14/1 endlos https://www.facebook.com/pages/cafe-141-endlos/ 198194720203572 1538 caffé latte https://www.facebook.com/caffelatte.wien.neubau 1539 caffé latte bar https://www.facebook.com/lattebar 1540 cappomio https://www.facebook.com/cappomio 1541 das Anton - Restaurant & Bar https://www.facebook.com/dasantonLinz 1542 deli bluem https://www.facebook.com/delibluem 1543 dengg Café / Restaurant https://www.facebook.com/restaurant.dengg 1544 die Wilderin https://www.facebook.com/dieWilderin 1545 due Sicilie https://www.facebook.com/pages/due-Sicilie/ 449112601792554 1546 eckstein Gastronomie & Event https://www.facebook.com/pages/eckstein-Gastronomie-Event/ 130137877012048 1547 el Gaucho Steakhouse https://www.facebook.com/ElGauchoBaden 1548 freiraum https://www.facebook.com/freiraum117 1549 frog - Frozen Yogurt https://www.facebook.com/frogfrozenyogurt 1550 goldmari https://www.facebook.com/goldmari.at 1551 la cantina - intermezzo italiano https://www.facebook.com/pages/la-cantina-intermezzo-italiano/ 154015597995025 1552 la fleur Puntigam https://www.facebook.com/LaFleurPuntigam 1553 livingbistro im Turm https://www.facebook.com/Livingbistro.im.Turm 1554 mama thresl https://www.facebook.com/mamathresl 1555 museumscafe https://www.facebook.com/vorarlbergermuseumscafe 1556 my Indigo https://www.facebook.com/myindigo.fan 1557 my Indigo Salzburg https://www.facebook.com/myindigo.salzburg 1558 myschnitzel https://www.facebook.com/pages/myschnitzel/ 667304436691075 1559 natursenf.at https://www.facebook.com/natursenf.at 1560 nonna https://www.facebook.com/nonnagraz 1561 nullneun cafe bar restaurant https://www.facebook.com/pages/nullneun-cafe-bar-restaurant/ 145564928874951 1562 orpheo https://www.facebook.com/pages/orpheo/114559945304777 1563 paul’s Küche.Bar.Greisslerei https://www.facebook.com/pauls.linz 1564 pep juice & café bar https://www.facebook.com/pepjuice 1565 ra’mien / ShanghaiTan / ra’mien Bar https://www.facebook.com/ShanghaiTan 1566 raj https://www.facebook.com/raj.klagenfurt 1567 republic café salzburg https://www.facebook.com/republiccafesalzburg 1568 s’Achterl https://www.facebook.com/pages/sAchterl/109559295795387 1569 sGoal Sportbar https://www.facebook.com/sgoal 1570 triVida https://www.facebook.com/trivida9020 1571 tribeka https://www.facebook.com/pages/tribeka/166367286739119 1572 wake_up https://www.facebook.com/pages/wake_up/240413252827753 1573 we love ginko https://www.facebook.com/restaurantginko 1574 www.rincon-andino.at https://www.facebook.com/Rincon.Andino 182 Appendix B. Social Media Accounts

No. Name URL 1575 yamm https://www.facebook.com/yammrestaurant 1576 zum wohl - Wien Stumpergasse https://www.facebook.com/zumwohl.wien.stumpergasse 1577 ÄNGUS Steaks & Seafood https://www.facebook.com/AeNGUS.Steaks.Seafood 1578 Île de France - Frühstückscafé/Crêperie https://www.facebook.com/IleDeFrance.Fruehstueckscafe

B.3 Twitter Accounts of Hotels

We collected and analyzed tweets from Twitter accounts of the following hotels:

No. Name URL 1 ****Hotel PuchasPlus https://www.twitter.com/puchasplus 2 47◦GANTER HOTELS https://www.twitter.com/47GANTERHOTELS 3 ALL IN RED https://www.twitter.com/Hotel_allinred 4 ARCOTEL Hotels https://www.twitter.com/ARCOTELHotels 5 ARCOTEL Nike https://www.twitter.com/ARCOTELNike 6 ARCOTEL Wimberger https://www.twitter.com/Wimberger_Wien 7 AVIVA make friends https://www.twitter.com/HotelAVIVA 8 Abtenau Hotel https://www.twitter.com/hotelrotherochs 9 Actum hotel, Kranj https://www.twitter.com/ActumHotel 10 Ahrntal Appartement https://www.twitter.com/AhrntalHotel 11 Alexandra Gellisch https://www.twitter.com/HotelMohren 12 Allgäu Stern Hotel https://www.twitter.com/allgaeustern 13 Alp Art Hotel https://www.twitter.com/AlpArtHotel 14 Alpen Lovehotel https://www.twitter.com/AlpenLoveHotel 15 Alpenbad Hohenhaus https://www.twitter.com/HotelHohenhaus 16 Alpenhotel Fischer https://www.twitter.com/Fischer_Hotel 17 Alpina Hotel https://www.twitter.com/AlpinaHotel1 18 ApartHotel Weiz https://www.twitter.com/ApartHotelWeiz 19 Arion Hotel Vienna https://www.twitter.com/ArionHotel 20 Austria Classic https://www.twitter.com/Hotel_Hoelle 21 Austria Classic Wien https://www.twitter.com/wien_hotel 22 BW Hotel Mondschein https://www.twitter.com/bwmondschein 23 BW Hotel Rebstock https://www.twitter.com/Hotel_Rebstock 24 Barbiez https://www.twitter.com/TeamMinajMars 25 BellaViennaCityHotel https://www.twitter.com/_BellaVienna 26 Bergidyll Hotels https://www.twitter.com/BergidyllHotels 27 Best Family Hotels https://www.twitter.com/bestfamilyhotel 28 Birg Hotels https://www.twitter.com/BirgHotels 29 Bled Astoria Hotel https://www.twitter.com/traininghotel 30 Budapest_Hotels https://www.twitter.com/Budapest_Hotels 31 Cazare ieftina Viena https://www.twitter.com/HotelsViena 32 Comfort Hotel FN https://www.twitter.com/ComfortHotelFN 33 Daniel Rieger https://www.twitter.com/hotel_rieger 34 Das President Hotel https://www.twitter.com/Daspresident 35 Diana Hotel Consult https://www.twitter.com/HotelSPAConsult 36 Die Egerner Höfe https://www.twitter.com/EgernerHoefe 37 Eichberg Hotelmedien https://www.twitter.com/EichbergHotelTV 38 Einstein St.Gallen https://www.twitter.com/EinsteinHotel 39 Etap Hotel Salzburg https://www.twitter.com/EtapSalzburg 40 Falkensteiner Hotels https://www.twitter.com/Falkensteiner 41 Fam. Ritzinger https://www.twitter.com/JagdhofHotel 42 Ferienhotel Neudeck https://www.twitter.com/hotel_neudeck 43 FerienhotelSeefeld https://www.twitter.com/KaltschmidHotel 44 Fontána Hotel https://www.twitter.com/FontanaLipno B.3 Twitter Accounts of Hotels 183

No. Name URL 45 Franz Nahrada https://www.twitter.com/globalvillages 46 Gasthof Brandstätter https://www.twitter.com/HotelBrandst 47 Gd HotelPosteVienne https://www.twitter.com/GrandHotelPoste 48 Gerhard Strasser https://www.twitter.com/HotelsOfAustria 49 Gluten Free Hotel https://www.twitter.com/GlutenFreeHotel 50 Grand Hotel Europa https://www.twitter.com/GHE_Innsbruck 51 HOTEL BLOG INFOZONE https://www.twitter.com/hotel_blog 52 HOTEL BOR & CASTLE https://www.twitter.com/HOTELBOR1 53 HOTEL KOMPAS https://www.twitter.com/HOTELKOMPAS 54 HOTEL in HERNALS https://www.twitter.com/HOTELinHERNALS 55 HOTEL publik https://www.twitter.com/HOTEL_publik 56 HOTEL-AUSTRIA WIEN https://www.twitter.com/hotel_austria_w 57 HOTELINVEST https://www.twitter.com/hotel_invest 58 Hagen Kelber https://www.twitter.com/Alpen_Hotels 59 Haus BergSee https://www.twitter.com/HotelBergSee 60 Heidi-Hotel https://www.twitter.com/Heidi_Hotel 61 Helga Gaigg https://www.twitter.com/HotelHelga 62 Helmut Peter https://www.twitter.com/Hotel_Walliser 63 Hirners HotelOS https://www.twitter.com/hotel_os 64 Holger Sigmund https://www.twitter.com/holgersigmund 65 HolidayCheck.it https://www.twitter.com/HolidayCheck_it 66 Hollmann Beletage https://www.twitter.com/StayAtBELETAGE 67 Hotel 3 Mohren Oetz https://www.twitter.com/Hotel3Mohren 68 Hotel 5 Elements https://www.twitter.com/Handyman676 69 Hotel 5Elements Graz https://www.twitter.com/Hotel5Elements 70 Hotel Adler https://www.twitter.com/4SterneAdler 71 Hotel Adler Lingenau https://www.twitter.com/Adler_Hotel 72 Hotel Aldershoff https://www.twitter.com/HotelAldershoff 73 Hotel Alpenblick https://www.twitter.com/HotelPiding 74 Hotel Alpenglühn https://www.twitter.com/H_Alpengluehn 75 Hotel Alpenhof *** https://www.twitter.com/jaufenpass 76 Hotel Alpenkönig https://www.twitter.com/Alpenkoenig_ 77 Hotel Alpenrose https://www.twitter.com/HotelAlpenrose1 78 Hotel Alpenspitz https://www.twitter.com/Alpenspitz 79 Hotel Alphof Sölden https://www.twitter.com/HotelAlphof 80 Hotel Alte Post https://www.twitter.com/HotelAltePost1 81 Hotel Ambassador https://www.twitter.com/ambassadorwien 82 Hotel Aschenbrenner https://www.twitter.com/Hotel_Garmisch 83 Hotel Award https://www.twitter.com/HotelAward 84 Hotel Bacchus https://www.twitter.com/hotelbacchus 85 Hotel Bachmair am Se https://www.twitter.com/HotelBachmair 86 Hotel Bad Schachen https://www.twitter.com/BadSchachen 87 Hotel Basur https://www.twitter.com/hotelbasur 88 Hotel Bella Vista https://www.twitter.com/bellavistakn 89 Hotel Bentleys House https://www.twitter.com/BENTLEYS_HOUSE 90 Hotel Bilger Eck https://www.twitter.com/BilgerEck 91 Hotel Binderhäusl https://www.twitter.com/holidaybavaria 92 Hotel Bodensee https://www.twitter.com/Hotel_Bodensee 93 Hotel Boltzmann https://www.twitter.com/HotelBoltzmann 94 Hotel Brennseehof https://www.twitter.com/Hot_Brennseehof 95 Hotel Bristol Wien https://www.twitter.com/BristolVienna 96 Hotel Bäckelar Wirt https://www.twitter.com/BaeckelarWirt 97 Hotel Bären https://www.twitter.com/BarenHotel 98 Hotel Casa D’Oro https://www.twitter.com/HotelCasaDOro 99 Hotel Cervosa https://www.twitter.com/HotelCervosa 184 Appendix B. Social Media Accounts

No. Name URL 100 Hotel City Krone https://www.twitter.com/citykrone 101 Hotel City Villach https://www.twitter.com/KarinStrickner 102 Hotel Civitas https://www.twitter.com/HotelCivitas 103 Hotel Cores Fiss https://www.twitter.com/hotelcores 104 Hotel Corvinus https://www.twitter.com/CorvinusVienna 105 Hotel DIE WASNERIN https://www.twitter.com/DIEWASNERIN 106 Hotel Daniela https://www.twitter.com/HotelDaniela 107 Hotel Donauwalzer https://www.twitter.com/Donauwalzer 108 Hotel Edelweiss https://www.twitter.com/EdelweissZuers 109 Hotel Edenlehen https://www.twitter.com/edenlehen 110 Hotel Eggerwirt https://www.twitter.com/Eggerwirt 111 Hotel Eichingerbauer https://www.twitter.com/eichingerbauer 112 Hotel Elisabeth https://www.twitter.com/HotelElisabeth1 113 Hotel Englhof https://www.twitter.com/HotelEnglhof 114 Hotel Enzian https://www.twitter.com/hotelenzian 115 Hotel Erhart https://www.twitter.com/HotelErhart 116 Hotel Fantasia https://www.twitter.com/hotelfantasia 117 Hotel Feldkirch https://www.twitter.com/hotel_feldkirch 118 Hotel Filser https://www.twitter.com/HotelFilser 119 Hotel Fischerwirt https://www.twitter.com/HFischerwirt 120 Hotel Fuerstenhof https://www.twitter.com/FuerstenhofWien 121 Hotel Fux https://www.twitter.com/oberammergauer 122 Hotel Försterhof https://www.twitter.com/foersterhof_ 123 Hotel Gabriela https://www.twitter.com/hotelgabriela 124 Hotel Garni Belmont https://www.twitter.com/HotelBelmont 125 Hotel Garni Evido https://www.twitter.com/HotelGarniEvido 126 Hotel Gasperin https://www.twitter.com/PenzionGasperin 127 Hotel Gebhard https://www.twitter.com/hotelgebhard 128 Hotel Germania https://www.twitter.com/HotelGermaniaHF 129 Hotel Gitschberg https://www.twitter.com/HotelGitschberg 130 Hotel Gmachl https://www.twitter.com/gmachl_bergheim 131 Hotel Goldene Krone https://www.twitter.com/Goldene_Krone 132 Hotel Goldener Adler https://www.twitter.com/AdlerWattens 133 Hotel Goldener Berg https://www.twitter.com/BergRelaxLuxus 134 Hotel Gollner Graz https://www.twitter.com/hotelgollner 135 Hotel Gotthard https://www.twitter.com/GotthardLech 136 Hotel Gross https://www.twitter.com/HotelGross 137 Hotel Guggis https://www.twitter.com/Hotel_Guggis 138 Hotel Gästehaus Zürn https://www.twitter.com/hotelzuern 139 Hotel Haus am See https://www.twitter.com/HausAmSeeObertr 140 Hotel Hechl https://www.twitter.com/HotelHechl 141 Hotel Helenenstüberl https://www.twitter.com/helenenstueberl 142 Hotel Hintertuxerhof https://www.twitter.com/Hintertuxerhof 143 Hotel Hirsch https://www.twitter.com/HotelFuessen 144 Hotel Hochkalter https://www.twitter.com/Hochkalter 145 Hotel Hundsreitlehen https://www.twitter.com/Hundsreitlehen 146 Hotel INNs Holz https://www.twitter.com/innsholz 147 Hotel Il Cervo https://www.twitter.com/hotelilcervo 148 Hotel International https://www.twitter.com/hotelinternatio 149 Hotel Jagdhaus https://www.twitter.com/schlossschoenau 150 Hotel Jenewein https://www.twitter.com/HotelJenewein1 151 Hotel Josef Gross https://www.twitter.com/10waidler 152 Hotel KUNSThof https://www.twitter.com/hotelKUNSThof 153 Hotel Kaerntnerhof https://www.twitter.com/Kaerntnerhof 154 Hotel Kaiserblick https://www.twitter.com/KaiserblickEllm B.3 Twitter Accounts of Hotels 185

No. Name URL 155 Hotel Kaysers https://www.twitter.com/tirolresort 156 Hotel Kematen https://www.twitter.com/Hotel_Kematen 157 Hotel Knoblauch https://www.twitter.com/HotelKnoblauch 158 Hotel Kohlerhof https://www.twitter.com/Kohlerhof 159 Hotel La Perla https://www.twitter.com/hotel_laperla 160 Hotel Lamée https://www.twitter.com/HotelLamee 161 Hotel Laurentius https://www.twitter.com/LaurentiusFISS 162 Hotel Le Lion https://www.twitter.com/Hotel_LeLion 163 Hotel Legenstein https://www.twitter.com/HotelLegenstein 164 Hotel Lofer https://www.twitter.com/Hotel_Lofer 165 Hotel Mader https://www.twitter.com/HotelMader 166 Hotel Maier https://www.twitter.com/HotelMaier 167 Hotel Majestic https://www.twitter.com/Hotel_Majestic 168 Hotel Mangart Bovec https://www.twitter.com/HMangartBovec 169 Hotel Maximilian https://www.twitter.com/HotelMaxi 170 Hotel Meransnerhof https://www.twitter.com/Meransnerhof 171 Hotel Mohren https://www.twitter.com/hotel_mohren 172 Hotel Mohrenwirt https://www.twitter.com/Mohrenwirt 173 Hotel Montana https://www.twitter.com/Montana_Fiss 174 Hotel Montana**** https://www.twitter.com/montanaserfaus 175 Hotel Moserhof https://www.twitter.com/Moserhof 176 Hotel Mühlwald Italy https://www.twitter.com/hotelmuehlwald 177 Hotel Natisone https://www.twitter.com/hotelnatisone 178 Hotel Nestroy Wien https://www.twitter.com/HotelNestroyWie 179 Hotel Neuhintertux https://www.twitter.com/Neuhintertux 180 Hotel Neutor https://www.twitter.com/HotelNeutor 181 Hotel Neuwirt https://www.twitter.com/Neuwirt_Tirol 182 Hotel Nowhere https://www.twitter.com/HotelNowhere 183 Hotel Oberstdorf https://www.twitter.com/hoteloberstdorf 184 Hotel Olympia https://www.twitter.com/Hotel_Olympia 185 Hotel Pachmair https://www.twitter.com/pachmair 186 Hotel Palindrone https://www.twitter.com/HotelPalindrone 187 Hotel Pelz https://www.twitter.com/HotelPelz 188 Hotel Pension De Lux https://www.twitter.com/HotDelux 189 Hotel Pibernik Bled https://www.twitter.com/hotelpibernik 190 Hotel Post https://www.twitter.com/hotelpostfuegen 191 Hotel Post Wrann https://www.twitter.com/HotelPostWrann 192 Hotel PuchasPlus https://www.twitter.com/Puchas_Plus 193 Hotel Pulverer https://www.twitter.com/HotelPulverer 194 Hotel Rathaus Wien https://www.twitter.com/HotelRathaus 195 Hotel Refugium https://www.twitter.com/hotelrefugium 196 Hotel Relations https://www.twitter.com/Anita_PR 197 Hotel Residenz https://www.twitter.com/HotelResidenzPa 198 Hotel Ribno https://www.twitter.com/ribno 199 Hotel Roggal https://www.twitter.com/hotelroggal 200 Hotel Rudolfshuette https://www.twitter.com/Rudolfshuette 201 Hotel Sacher https://www.twitter.com/HotelSacher 202 Hotel Sammer https://www.twitter.com/hotelsammer 203 Hotel Sanmarco https://www.twitter.com/hopfensee1 204 Hotel Schatten https://www.twitter.com/Hotel_Schatten 205 Hotel Schellenberg https://www.twitter.com/_schellenberg_ 206 Hotel Schiestl https://www.twitter.com/Hotel_Schiestl 207 Hotel Schillingshof https://www.twitter.com/Schillingshof 208 Hotel Schwaighofen https://www.twitter.com/Schwaighofen 209 Hotel See - Villa https://www.twitter.com/SeeVillaTacoli 186 Appendix B. Social Media Accounts

No. Name URL 210 Hotel Seebrunn https://www.twitter.com/seebrunn 211 Hotel Seefischer https://www.twitter.com/HotelSeefischer 212 Hotel Seelos https://www.twitter.com/hotelseelos 213 Hotel Seespitz https://www.twitter.com/seespitz 214 Hotel Seppl**** https://www.twitter.com/hotelseppl 215 Hotel Sola https://www.twitter.com/HotelSola 216 Hotel Sommer https://www.twitter.com/hotelsommer 217 Hotel Sonnalm https://www.twitter.com/HotelSonnalm 218 Hotel Sonne https://www.twitter.com/HotelSonne4 219 Hotel Sonne Bezau https://www.twitter.com/dieSonnigen 220 Hotel Sonne Füssen https://www.twitter.com/sonnefuessen 221 Hotel Sonnenburg https://www.twitter.com/Sonnenburg_Lech 222 Hotel Sonnenheim https://www.twitter.com/FewoOberstdorf 223 Hotel Sopron https://www.twitter.com/HotelSopron 224 Hotel Stadthalle https://www.twitter.com/HotelStadthalle 225 Hotel Staudacherhof https://www.twitter.com/Staudacherhof 226 Hotel Sterzing https://www.twitter.com/HotelSterzing 227 Hotel Strass https://www.twitter.com/hotelstrass 228 Hotel Szieszta *** https://www.twitter.com/HotelSzieszta 229 Hotel Tannbergerhof https://www.twitter.com/tannbergerhof 230 Hotel Tegernsee https://www.twitter.com/Hotel_Wiessee 231 Hotel Tia Monte https://www.twitter.com/TiaMonte 232 Hotel Tirolerhof https://www.twitter.com/HotelTirhof 233 Hotel Toalstock https://www.twitter.com/Toalstock 234 Hotel Topazz https://www.twitter.com/HotelTopazz 235 Hotel Traube https://www.twitter.com/HotelTraube 236 Hotel Triglav Bled https://www.twitter.com/TriglavHotel 237 Hotel Tristachersee https://www.twitter.com/Tristachersee 238 Hotel Tyrolerhof https://www.twitter.com/HotelTyrolerhof 239 Hotel Villa Carlton https://www.twitter.com/VillaCarlton 240 Hotel Walzenhausen https://www.twitter.com/sdhwalzenhausen 241 Hotel Wetterstein https://www.twitter.com/Wetterstein6100 242 Hotel Wien https://www.twitter.com/HotelWien 243 Hotel Wiesengrund https://www.twitter.com/der_wiesengrund 244 Hotel Wolfgangsee https://www.twitter.com/CorneliaHinterb 245 Hotel Wollner https://www.twitter.com/HotelWollner 246 Hotel Ybbserhof https://www.twitter.com/Ybbserhof 247 Hotel Zillertalerhof https://www.twitter.com/hotel_mayrhofen 248 Hotel Zipser https://www.twitter.com/Zipser 249 Hotel Zlami - Holzer https://www.twitter.com/hotel_zlami 250 Hotel Zugspitze https://www.twitter.com/HotelZugspitze 251 Hotel Zum Gourmet https://www.twitter.com/ZumGourmet 252 Hotel & Touristik https://www.twitter.com/hotel_touristik 253 Hotel zum Dom https://www.twitter.com/HotelzumDomGraz 254 Hotel zum Hasen https://www.twitter.com/HotelZumHasen 255 Hotel-Cafe Central https://www.twitter.com/CafeCentral6020 256 Hotel-Foglaló https://www.twitter.com/Hotelfoglalo 257 Hotel30 https://www.twitter.com/OfficeHotel30 258 HotelBergland https://www.twitter.com/HotelBergland 259 HotelGoldenerHirsch https://www.twitter.com/GoldenerHirsch 260 HotelResonanzVienna https://www.twitter.com/HotelResonanz 261 HotelRosenheim https://www.twitter.com/HotelRosenheim 262 HotelSite LI https://www.twitter.com/HotelSite_LI 263 Hotelbeurteilungen https://www.twitter.com/Hotelsbewerten 264 Hotelgutscheine.com https://www.twitter.com/Gutschein_Hotel B.3 Twitter Accounts of Hotels 187

No. Name URL 265 Hotels im Allgäu https://www.twitter.com/Hotelimallgaeu 266 Hotels in München https://www.twitter.com/hotel_muenchen 267 Höllrigl Alois https://www.twitter.com/HotelKoegele 268 IBB HOTEL PASSAU https://www.twitter.com/IBBPASSAU 269 IBB Hotel Passau https://www.twitter.com/IBBHotelPassau 270 INOQO Vienna https://www.twitter.com/2ViennaHotels 271 Ifen Hotel https://www.twitter.com/Ifen_Hotel 272 Im Allgäu - Füssen https://www.twitter.com/Hotel_Sommer 273 Jakob Schmidlechner https://www.twitter.com/jschmidlechner 274 Johannes Gang https://www.twitter.com/Hotel_Gappen 275 Johannes Kogler https://www.twitter.com/Hotel_Kogler 276 K+K Palais Hotel https://www.twitter.com/kkpalaishotel 277 KRISTIANIA LECH https://www.twitter.com/KRISTIANIABUZZ 278 Kaltschmid Hotels https://www.twitter.com/DasistUrlaub 279 Kempinski Vienna https://www.twitter.com/KempinskiVienna 280 Kowald Loipersdorf https://www.twitter.com/HotelKowald 281 Landgraf Hotel&Loft https://www.twitter.com/hotellandgraf 282 Liebe Sonne https://www.twitter.com/HotelLiebeSonne 283 Lifetime Hotels https://www.twitter.com/LifetimeHotels 284 Lone Hotel https://www.twitter.com/LoneHotel 285 M. Kriner https://www.twitter.com/BarmseeHotel 286 MODUL https://www.twitter.com/Wir_sind_Hotel 287 Matthias Wieser https://www.twitter.com/mawieser 288 Mercure Josefshof https://www.twitter.com/JosefshofWien 289 Mercure Secession https://www.twitter.com/HotelSecession 290 Midnites@TheBaymont https://www.twitter.com/MidniteHotel 291 Naturel Hotels https://www.twitter.com/Naturelhotels 292 Neu Meran https://www.twitter.com/HotelNeuMeran 293 Oberstdorf Hotels https://www.twitter.com/OberstdorfHotel 294 O’dorf Garni Hotels https://www.twitter.com/oberstdorfgarni 295 Pannonia Hotel https://www.twitter.com/pannoniahotelEN 296 Pannonia Hotel DE https://www.twitter.com/pannoniahotelDE 297 Pannonia Tower Hotel https://www.twitter.com/PannoniaTower 298 Park Hotel Sonnenhof https://www.twitter.com/HotelSonnenhof 299 Parkhotel Matrei https://www.twitter.com/hotel_tirol 300 Pension Bleckmann https://www.twitter.com/HotelBleckmann 301 PragueH otels https://www.twitter.com/Prague_Hotels 302 Rainer Fiedler https://www.twitter.com/FiedlerRainer 303 Rainers Hotel https://www.twitter.com/RainersHotel 304 Rasmushof Hotel https://www.twitter.com/RasmushofHotel 305 Riessersee Hotel https://www.twitter.com/riessersee 306 Rubner Hotel Rudolf https://www.twitter.com/hotelrudolf 307 STANYS Hotel Wien https://www.twitter.com/STANYSHotelWien 308 SUITE HOTEL KLASS https://www.twitter.com/ApartKlass 309 Salzburg Park Hotel https://www.twitter.com/SalzburgParkHtl 310 ScarledRed_Tanja https://www.twitter.com/ScarledRed_P 311 Schloss Leopoldskron https://www.twitter.com/HSLeopoldskron 312 Schmid Josef https://www.twitter.com/HotelWiedenhof 313 Schrempf Anja https://www.twitter.com/HotelAnnelies 314 Schwangau Hotels https://www.twitter.com/SchwangauHotels 315 Seespitz Füssen https://www.twitter.com/HotelSeespitz 316 Senator Hotel https://www.twitter.com/SenatorHotelVie 317 Sierra Hotel https://www.twitter.com/xt82 318 Silvia M. Kahler https://www.twitter.com/PR_SMK 319 Small hotels https://www.twitter.com/small_hotelsOMH 188 Appendix B. Social Media Accounts

No. Name URL 320 Spa Hotel Jagdhof https://www.twitter.com/JagdhofTyrol 321 Sporthotel Neustift https://www.twitter.com/Hotel_Neustift 322 St Anton Hotels https://www.twitter.com/stanton_hotels 323 St. Georg Einsiedeln https://www.twitter.com/hotel_stgeorg 324 Starlight Hotels https://www.twitter.com/starlight_hotel 325 Strebersdorferhof https://www.twitter.com/strebersdorf 326 TH Liechtenstein https://www.twitter.com/THLiechtenstein 327 TH Slovenia https://www.twitter.com/tokiohotelSlo 328 THE RING https://www.twitter.com/theringhotel 329 The Crystal Hotel https://www.twitter.com/TheCrystalHotel 330 TheLevanteParliament https://www.twitter.com/TheLevanteHotel 331 Thomas Fanselow https://www.twitter.com/Hotelmarketing1 332 Thomas Probst https://www.twitter.com/hotel_zurpost 333 Tokio Hotel CZ https://www.twitter.com/tokiohotelcz 334 Tokio Hotel https://www.twitter.com/TH_Hungary 335 Tokio Hotel https://www.twitter.com/THSerbia 336 Tokio Hotel Slovenia https://www.twitter.com/THSlovenia 337 Top Hotels Salzburg https://www.twitter.com/UrlaubSalzburg 338 Urlaubsnews.at https://www.twitter.com/urlaubsnewsat 339 VI Hotels https://www.twitter.com/vi_hotels 340 Via Hotel Füssen https://www.twitter.com/fuessenhotels 341 Vienna City Tours https://www.twitter.com/viennacitytours 342 WORLD HOTEL BOOK https://www.twitter.com/WHBHotels 343 WienerHotel.net https://www.twitter.com/WienerHotelNet 344 Your Prague Hotels https://www.twitter.com/YourPragueHotel 345 alfa_hotel_serfaus https://www.twitter.com/alfa_hotel_serf 346 amadeo hotel https://www.twitter.com/hotel_salzburg 347 artevida https://www.twitter.com/hotel_artevida 348 cchotel https://www.twitter.com/cchotel 349 hotel https://www.twitter.com/hotellasinga 350 hotel Lipenka https://www.twitter.com/HotelLipenka 351 hotel S *** https://www.twitter.com/mustafi1984 352 hotel hohenstauffen https://www.twitter.com/elisabethstr19 353 hotel platzhirsch https://www.twitter.com/PLATZHIRSCH_OA 354 hotel/motel/inn https://www.twitter.com/hotelmotelinn 355 hotel_Graz1 https://www.twitter.com/hotel_Graz 356 hotel_Linz https://www.twitter.com/hotel_Linz 357 hotel_Salzburg1 https://www.twitter.com/hotel__Salzburg 358 hotel_Vienna1 https://www.twitter.com/hotel__Vienna 359 hotels.in.wien https://www.twitter.com/hotels_in_wien 360 ideas4hotels https://www.twitter.com/ideas4hotels 361 luke evans https://www.twitter.com/tirolerhof 362 mHotelMarketing https://www.twitter.com/mHotelMarketing 363 robert https://www.twitter.com/hotel4you_at 364 salzburg_hotel https://www.twitter.com/salzburgtravel 365 venice_hotels https://www.twitter.com/venice_hotels