nep-tur New Economics Papers
on Tourism Economics
Issue of 2016‒04‒16
two papers chosen by
Laura Vici
Università di Bologna

  1. The Role of Social Media in Tourism By Tugay ARAT
  2. Knowledge leakage in the context of staff outflow - the case of small hotels in southern Poland By Najda-Janoszka, Marta; Wszendybył-Skulska, Ewa

  1. By: Tugay ARAT (Selcuk University, Faculty Of Tourism)
    Abstract: As a result of the developments in information and communication Technologies, and their widely and densely use new marketing mediums have recently emerged. A number of platforms have also appeared in product preference in terms of consumers. The masses communicate with each other on social media. Firms are looking for the ways of affecting the preferences of customers, and they use social media as a marketing environment. Today, the competition between firms has raised, therefore most firms find traditional marketing methods inadequate in reaching to their customers. Therefore, they aim to take action in every environment in which customers exist. This situation causes producing firms to; conduct marketing activities in a more number of ways in digital or virtual media. In recent years, in tourism industry hotel services also use social media for purposes such as effective advertisement, reaching more customers and building brand loyalty. Through social media, tourism services can reach to more customer faster. Besides, customers can also quickly reach to tourism services through their social media accounts in the stages of information searching, assessment of alternatives, selecting choices and purchasing. The aim of this study is to explain how hotel services manage their Facebook accounts and which features they use, and to bring forward proposals. For this reason, Facebook accounts of these hotel services has been studied through content analysis method.
    Keywords: Tourism, Communication Technologies, Social Media
    JEL: M30
  2. By: Najda-Janoszka, Marta; Wszendybył-Skulska, Ewa
    Abstract: Paper explores the phenomenon of knowledge leakage in small family owned hotel business units. Empirical research was carried out in 2014 on a sample consisting of 53 family own hotels operating in Malopolska region of Poland. The findings from this study indicate that knowledge protection initiatives are not absent in small family owned hotels. Examined small family owned hotels have a relative awareness of the problem of knowledge leakage and knowledge implications of staff outflow. Obtained results confirm that those small firms are more engaged in knowledge protection activity when experiencing higher levels of staff outflow. Most commonly used mechanisms belong to operational and supporting technology areas of knowledge protection. Research findings confirm that examined hotels address the problem of high staff outflow with a more intensive use of mechanisms across all defined areas of knowledge protection. Paper contributes substantially to research advancement in the field of knowledge management in tourism industry by providing primary data concerning knowledge leakage routes together with deployment of knowledge protection measures by hotel business units.
    Keywords: knowledge, knowledge leakage, tourism, hotels, Poland, employee turnover
    JEL: L83 M51 M54 O34
    Date: 2015–08

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