Simone Splendiani, Mauro Dini, Francesca Rivetti, T. Pencarelli
{"title":"Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy","authors":"Simone Splendiani, Mauro Dini, Francesca Rivetti, T. Pencarelli","doi":"10.1108/tqm-10-2022-0312","DOIUrl":null,"url":null,"abstract":"PurposeThe purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer.Design/methodology/approachThe research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance.FindingsThe results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies.Research limitations/implicationsThe two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship.Originality/valueThe study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole.","PeriodicalId":40009,"journal":{"name":"TQM Journal","volume":" ","pages":""},"PeriodicalIF":3.8000,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"TQM Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/tqm-10-2022-0312","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 1
Abstract
PurposeThe purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer.Design/methodology/approachThe research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance.FindingsThe results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies.Research limitations/implicationsThe two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship.Originality/valueThe study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole.
TQM JournalBusiness, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍:
Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.