การใช้สื่อสังคมเพื่อส่งเสริมการท่องเที่ยว: จากงานวิจัยสู่กลยุทธ์การตลาด [Using Social Media for Promoting Tourism: From Research Perspectives to Applications of Marketing Strategies]
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Abstract
The first two parts of this article state the general knowledge regarding social media, namely the definition, characteristics and classification of social media as well as the roles and importance of social media in the tourism context. These contents will be implemented as fundamental knowledge leading to understanding the usage of social media for marketing strategies in the tourism context. This article demonstrates how to use social media for the purpose of promoting tourism in three perspectives: (1) strategic social marketing: a holistic framework, (2) lessons from selected best practices of social media campaigns and key elements of successful social media strategy by means of building or maintaining competitive advantages of tourism destinations, and (3) strategies to convince tourists to use social media in travel information search. The contents presented in this paper will be guidelines for identifying marketing strategies, marketing communication strategies of business units in tourism industry as well as destination marketing organizations.
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