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Journal of tourism – studies and research in tourism [Issue 29] IS SOCIAL MEDIA A VALUABLE TOOL FOR EVALUATION OF TOURISM SERVICES? EVIDENCES FOR BUCHAREST METROPOLIS AS A TOURISM DESTINATION Camelia SURUGIU, University of Bucharest, Romania The National Institute for Research and Development in Tourism, Romania [email protected] Doru-Marian TUDORACHE, The National Institute for Research and Development in Tourism, Romania [email protected] Roxana ASTEFANOAIEI, The National Institute for Research and Development in Tourism, Romania [email protected] Raluca MAZILESCU, Institute of National Economy - Romanian Academy [email protected] Marius-Razvan SURUGIU Institute of National Economy - Romanian Academy [email protected] Abstract Tourism stakeholders are not currently using information and communication technologies (ICT) and social media tools at its full effectiveness, in order to relate and engage with tourists. Unfortunately, social media is not differentiated as a specific and vital marketing tool in order to enrich marketing strategy. DMO need to pay attention to social media websites because they assist consumer-generated content, and in order not to undermine their authority. Organizations no longer have ultimate power over their image. DMO should develop a more flexible strategy incorporating social media as a marketing tool. This paper presents the perceptions of tourists about tourism services provided by tourism operators from Bucharest metropolis, via social media networks, namely Booking, TripAdvisor and mobile applications. Key words: Bucharest, marketing, perceptions, social media, tourism services JEL Classification: L83, L86. products or services (Berthon et al, 2012); amplify I. INTRODUCTION word-of-mouth marketing and other general marketing functions (Vermeulen and Seegers, 2010); facilitate employee communications and public relations (Xiang The use of the Internet has evolved to a stage in and Gretzel, 2010). which social networking has become a norm among In the absence of sustained public promotion, users and communication has become multi-directional private groups can support the voluntary promotion of and instant (Cormode and Krishnamurthy, 2008). Web the city in the virtual environment (blogs, on-line travel 2.0 led to the construction of business and destinations guides, displaying of the photos and videos, comments using the network effect to improve productivity, as and reviews). In these conditions, there is a risk that more companies and individuals become active certain negative messages to propagate with faster creators (William and Perez, 2008). With Web 2.0 speed through the virtual environment. Destination communication flows are bidirectional, because web Marketing Organizations (DMO) should pay a careful allows users to interact and share information with each attention also to the negative effects of social networks. other, creating virtual communities of users and social On social media, people make not only positive reviews networks (Singh et al, 2009). but also negative ones and as a consequence, tourism Social media are acknowledged as a more operators should reinforce loyalty and satisfaction of trustworthy source of holiday’s information than others visitors and avoid or even combat criticism and resources available (Fotis et al, 2012). From a unproven speculation (Alonso et al, 2013). marketing perspective, social networks can be used to: With many unique tourist attractions, Bucharest improve the product and brand awareness and is a city worth visiting. Many special places create reputation management; increase customer loyalty; unique experiences. In the historical centre, festivals, market research, idea generation, and launch of new cultural events, and fairs of medieval art are organized. Journal of tourism – studies and research in tourism [Issue 29] The Parliament Palace is one of the most decisions, consumer-generated marketing content interesting and valuable buildings that impresses with (Howison et al, 2015). its architectural style. The palace is open to tourists and New technologies and social media pioneered offers visit programs in several languages. The largest new opportunities and challenges for tourism concert hall in Romania is the one at the Romanian stakeholders, as all of them are involved, not only in the Athenaeum, and this building houses the headquarters production, purchase, but also in the generation of of the "George Enescu" Philharmonic. The George content through brainstorming, criticism, consultancy, Enescu Festival is a classical music festival, lasting proposals, evaluation, and other activities (Bizirgianni almost a month. and Dionysopoulou, 2013). Social media is, ultimately, Bucharest has many museums and memorial a powerful tourism marketing tool, registering one of houses. At the Romanian Peasant Museum, a rich the fastest growths and recognition from the collection of traditional objects from Romania is found, consumers. Using its large variety of tools (texts, with unique ceramics exhibitions and folk costumes photos, audios, videos, podcasts) to create user- from various regions. The Grigore Antipa National generated-content (stories, opinions, complaints, Museum of Natural History hosts important scientific reviews, warnings, advice/tips), consumers provide collections, and also temporary exhibitions. reliable data for travel planning, with social benefits Among Bucharest’s churches are among the (Kang and Schuett, 2013). city’s must-visit destinations, with centuries-old Consumers need to feel some degree of control paintings and rare objects. Among the most famous of the marketing messages delivered by companies and churches are The Patriarchal Cathedral, Stavropoleos this is why they get involved in the content generation Church, Coltea Church, the church of Antim to create some balance between what the organizations Monastery, Kretzulescu Church, Mihai Voda Church, are saying and what they are actually thinking and The Saint Spiridon Church, etc. receiving from the companies (Mhizha et al, 2015). On In Bucharest, there are many parks and gardens, the other hand, this widespread connectivity available including the Botanical Garden and Văcărești Nature through mobile devices and smart-phones allows Park - a natural urban delta. inexperienced travellers to take trips in different The present paper is structured as follows. Next regions and both discover and share experiences. These section is dedicated to the analysis of the literature developments will continue on a more rapid path, as review related to the capitalization of ICT and social consumers will adopt more travel-related apps and as media tools. Section three describes the methodology. tourists want for their travel experiences to become Section four presents the main findings and discusses more visible (Buckley et al, 2015). the results. Last section concludes the paper. In conclusion, DMO need to pay attention to Our objective is to apply a qualitative content social media websites because they assist consumer- analysis of various ICT and social tools used by tourists generated content, and in order not to undermine their to gather and share information about Bucharest as a authority. Organizations no longer have ultimate power tourism destination. over their image. DMO should develop a more flexible strategy incorporating social media as a marketing tool. II. OPPORTUNITIES AND CHALLENGES TO This way the brand of a destination can be humanised and the engagement increased. Social media should CAPITALIZE ICT AND SOCIAL MEDIA TOOLS remain an integrative marketing tool that may generate significant benefits (Hays et al, 2013). Recently, tourism industry has put an increasing interest on the utilization of social media for sharing III. DESCRIPTION OF THE METHODOLOGY information, communication, and collaboration, interactivity and transactions (Osei et al, 2018; Hays, et For the current investigation, several tools were al, 2013). On the other hand, during their journey, used to explore the current perception of visitors about travellers use the Internet for both decision-making and the quality of tourism services provided in Bucharest, collection of additional information about tourism namely: destinations. Individuals are becoming "addicted" to Booking.com portal: the radiography of the the Internet and social media platforms, through which accommodation structures; the reviews received by they can quickly disseminate their experience and each accommodation unit; the investigation of the main receive feedback from their friends. reasons to travel; Moreover, social media provide virtual travel experiences through virtual tours of tourism Tripadvisor.com platform: the analysis of destinations, making tourism products more tangible. the main objectives and tourism activities; tourism Thus, the web content needs to present current guides, tourist accommodations and food services. On information, to be creative, exciting, and interactive in tripadvisor.com portal over 27,200 photos of Bucharest order to generate sales and revenues. The social media were uploaded. In the forum 1,902 threads on strategies should focus on enabling consumer-driven Bucharest were opened. Journal of tourism – studies and research in tourism [Issue 29] Mobile applications: city guides, cultural Table 2. Quality of tourism services – results and and event guides, on-line maps, public transport guides, observations etc. Characteristics Observations Diversity