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Adoption of social media as distribution channels in tourism marketing: a qualitative analysis of consumers' experiences

[journal article]

Chatzigeorgiou, Chryssoula
Christou, Evangelos

Abstract

The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted ... view more

The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.... view less

Keywords
tourism; marketing; new technology; social media; consumption behavior

Classification
Marketing
Economic Sectors

Free Keywords
distribution channels

Document language
English

Publication Year
2020

Page/Pages
p. 25-32

Journal
Journal of Tourism, Heritage & Services Marketing, 6 (2020) 1

DOI
https://doi.org/10.5281/zenodo.3603355

ISSN
2529-1947

Status
Published Version; peer reviewed

Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0


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© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.