Skip to main content
SpringerLink
Log in

Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2013

Abstract

The role of social media has changed from information delivery to distribution channels. Budget airlines have used their Facebook pages to delivery promotional materials connect new customers, invite user engagement, and information distribution. One of the main purposes of wall posts is to invite user involvement. The results in this study indicated users interested on commenting wall posts which were “fresh”, that means posts published within two days. In order to increase user engagement, airlines should keep publishing new wall posts so as to encourage users to “like” or “share” these information with their network. The company responses were not significant, only five, 14 and 17 responses were found for Air Asia, Easy Jet and Jet Blue respectively. The outcome of the study questions the role and suitability of social media tools for marketing purpose in the airline business especially in relation to other segments within tourism industry.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Arlt, G.W. & Thraenhart, J. (2011). Social media tourism marketing in China. In R. Conrady, & M. Bucks (Eds.), Trends and Issues in Global Tourism 2011 (pp. 149-154). New York: Springer-Wien.

    Chapter  Google Scholar 

  • Au, A. (2010). Adoption of Web 2.0 by Tourism Businesses in NSW. Sydney: Tourism New South Wales. Retrieved 30 August 2012, from http://archive.tourism.nsw.gov.au/Sites/SiteID6/objLib40/Adoption-of-Web%202_Jan10.pdf.

  • Booz & Co. (2007). Urgent need for companies to adapt to the Web 2.0: New model of online consumer behavior demand changes in corporate strategy. Retrieved August 30, 2012 from http://www.booz.com/media/file/the_Urgent_Need_for_Companies_to_adapt_to_web_2_0_final.pdf.

  • Chan, N. L., & Denizci Guillet, B. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4): 345-368.

    Article  Google Scholar 

  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 29(10): 1407-1424.

    Article  Google Scholar 

  • European Travel Commission (2012). New Media Trend Watch – Online Travel Market. Retrieved 30 August, 2012 from http://www.newmediatrendwatch.com/markets-bycountry/17-usa/126-online-travel-market

  • Evans, G., Bohrer, J., & Richards, G. 2000, ICT development and small tourism enterprises in Europe, Anatolia: An international journal of tourism and hospitality research, (11)1:39-47.

    Google Scholar 

  • Facebook (2012, March). Turning insights into engagement. Presented at the Facebook Marketing Conference 2012, New York. Retrieved 25 July 2012 from http://www.livestream.com/fbmarketingtalks/video?clipId=pla_83604b09-96c6-4fc9-9e6a-0c18458ea4f3

  • Fuchs, M., Scholochov, C., & Höpken,W. (2009). E-Business adoption, use, and value creation: An Austrian Hotel Study. Information Technology & Tourism, 11(4): 267-284.

    Article  Google Scholar 

  • Huang, L. (2011). Social media as a new play in a marketing channel strategy: Evidence from Taiwan travel agencies’ blogs. Asia Pacific Journal of Tourism Research. DOI: 10.1080/10941665.2011.635664

    Article  Google Scholar 

  • Huang, L., Yung, C. Y., & Yang, E. (2011). How do travel agencies obtain a competitive advantage? Through a travel blog marketing channel. Journal of Vacation Marketing, 17(2): 139-149.

    Article  Google Scholar 

  • Internet World Stats. (2012). World Internet Users and Population Stats as of Dec, 2011. Retrieved August 15, 2012 from http://www.internetworldstats.com/stats.htm

  • Inversini, A., & Cantoni, L. (2011). Towards online content classification in understanding tourism destinations’ information competition and reputation. International Journal of Internet Marketing and Advertising, 6(3): 282-299.

    Article  Google Scholar 

  • Isacsson, A., & Gretzel, U. (2011). Facebook as an edutainment medium to engage students in sustainability and tourism. Journal of Hospitality and Tourism Technology, 2(1): 81-90.

    Article  Google Scholar 

  • Jones, C., & Yu, R. (2010). Travel industry uses Facebook and Twitter to reach customers. USA Today (7 July 2010). Retrieved 28 August 2012, from http://www.usatoday.com/tech/news/2010-09-07-travelsocialmedia07_CV_N.htm.

  • Kasavana, M. L., Nusair, K., & Teodosic, K. (2010). Online social networking: redefining the human web. Journal of Hospitality and Tourism Technology, 1(1): 68-82.

    Article  Google Scholar 

  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3): 241-251.

    Article  Google Scholar 

  • Kim, J. S., & Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: Improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing & Management, 19(7): 735-753.

    Article  Google Scholar 

  • Kotler, P., Bowen, J. T., & Makens, J. C. (2006). Marketing for hospitality and tourism. Upper Saddle River, N.J.: Pearson Prentice Hall.

    Google Scholar 

  • Koumelis, T. (2011). Social media continues to play role in travel decisions. Retrieved 22 June, from http://www.traveldailynews.com/pages/show_page/46174-Social-mediacontinues-to-play-role-in-travel-decisions.htm

  • Lee, B. C., & Wicks, B. (2010). Tourism technology training for destination marketing organisations (DMOs): Need-based content development. Journal of Hospitality, Leisure, Sport & Tourism Education, 9(1): 39-52.

    Article  Google Scholar 

  • Leung, D., Law, R., & Lee, H. A. (2011). The Perceived Destination Image of Hong Kong on Ctrip.com. International Journal of Tourism Research, 13(2): 124-140.

    Google Scholar 

  • Li, X., & Wang, Y. C. (2011). China in the eyes of western travelers as represented in travel blogs. Journal of Travel & Tourism Marketing, 28(7): 689-719.

    Article  Google Scholar 

  • Liburd, J., Hjalager, A. M., & Christensen, I. M. F. (2011). Valuing Tourism Education 2.0. Journal of Teaching in Travel & Tourism, 11(1): 107-130.

    Article  Google Scholar 

  • Lin, L.-Y., & Lu, C.-Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism Review, 65(3): 16–34.

    Article  Google Scholar 

  • McCarthy, E. Jerome (1960), Basic Marketing: A Managerial Approach, Homewood, IL: Richard D. Irwin, Inc.

    Google Scholar 

  • Minghetti, V., & Buhalis, D. (2010). Digital Divide in Tourism. Journal of Travel Research, 49(3): 267-281

    Article  Google Scholar 

  • Mistilis, N., Agnes, P. & Presbury, R. (2004). The strategic use of information and communication technology in marketing and distribution - A preliminary investigation of Sydney hotels, Journal of Hospitality and Tourism Management, 11(1): 42-55.

    Google Scholar 

  • Munar, A. M. (2010). Tourist-created content: rethinking destination branding. International Journal of Culture, Tourism and Hospitality Research, 5(3): 291-305.

    Article  Google Scholar 

  • Noone, B. N., McGuire, K. A., & Rohlfs, K. V. (2011). Social media meets hotel revenue management: Opportunities, issues and unanswered questions. Journal of Revenue and Pricing Management, 10(4): 293-305.

    Article  Google Scholar 

  • Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4): 483-491.

    Article  Google Scholar 

  • Rainie, L., Purcell, K., Goulet, L.S., & Hampton, K.N. (2011). Social Networking Sites and Our Lives. Retrieved 22 July, 2012 from http://pewresearch.org/pubs/2025/socialimpact-social-networking-sites-technology-facebook-twitter-linkedin-myspace

  • Renshaw, M. (2010). The Socialized Shopper. Retrieved 2 August, 2012, from http://www.hubmagazine.com/archives/the_hub/2010/jan_feb/the_hub34_arc.pdf

  • Sánchez-Franco, M. J., & Rondan-Cataluña, R. J. (2010). Virtual travel communities and customer loyalty: Customer purchase involvement and web site design. Electronic Commerce Research and Applications, 9(2): 171-182.

    Article  Google Scholar 

  • Schegg, R., Liebrich, A., Scaglione, M., & Ahmad, S. F. S. (2008). An Exploratory Field Study of Web 2.0 in Tourism. In P. O’Connor, W. Höpken & U. Gretzel (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 152-163). Wien: Springer.

    Google Scholar 

  • Sigala, M. (2011). Social media and crisis management in tourism: Applications and implications for research. Information Technology & Tourism, 13(4): 269-283.

    Article  Google Scholar 

  • Stankov, U., Lazić, L., & Dragićević, V. (2010). The extent of use of basic Facebook usergenerated content by the national tourism organizations in Europe. European Journal of Tourism Research, 3(2): 105-113.

    Google Scholar 

  • Stringam, B. B., & Gerdes, J. (2010). An analysis of word-of-mouse ratings and guest comments of online hotel distribution sites. Journal of Hospitality Marketing & Management, 19(7): 773-796.

    Article  Google Scholar 

  • Wang, Y. and Fesenmaier, D. R. 2004. Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6): 709–722.

    Article  Google Scholar 

  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2): 179-188.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Business Administration, Caritas Institute of Higher Education, Tseung Kwan O, Hong Kong

    Rosanna Leung

  2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong

    Markus Schuckert

  3. HKU SPACE Po Leung Kuk Community College, Causeway Bay, Hong Kong

    Emmy Yeung

Authors
  1. Rosanna Leung
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Markus Schuckert
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Emmy Yeung
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Rosanna Leung .

Editor information

Editors and Affiliations

  1. , Faculty of Communication Sciences, Università della Svizzera italiana, Via Giuseppe Buffi 13, Lugano, 6904, Switzerland

    Lorenzo Cantoni

  2. , College of Merchandising,, University of North Texas, Union Circle 1155, Denton, 76203-1100, Texas, USA

    Zheng (Phil) Xiang

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Leung, R., Schuckert, M., Yeung, E. (2013). Attracting User Social Media Engagement: A Study of Three Budget Airlines Facebook Pages. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_17

Download citation

Publish with us

Policies and ethics

Search

Navigation