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The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study

Gisela Maia Alves, Bruno Miguel Sousa, Ana Machado

Source Title: Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

ISBN13: 9781522597834|ISBN10: 1522597832|ISBN13 Softcover: 9781522597841|EISBN13: 9781522597858

DOI: 10.4018/978-1-5225-9783-4.ch003

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MLA

Alves, Gisela Maia, et al. "The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study." Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, IGI Global, 2020, pp. 49-70. https://doi.org/10.4018/978-1-5225-9783-4.ch003

APA

Alves, G. M., Sousa, B. M., & Machado, A. (2020). The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study. In J. Santos & Ó. Silva (Eds.), Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 49-70). IGI Global. https://doi.org/10.4018/978-1-5225-9783-4.ch003

Chicago

Alves, Gisela Maia, Bruno Miguel Sousa, and Ana Machado. "The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study." In Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, 49-70. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9783-4.ch003

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Abstract

The literature widely suggests that the digital media has greatly impacted the way a marketer reaches today's consumer. The adaptive process enabled by the digital technologies creates value in new ways in new digital environments. Therefore, social tourism has been defined as the effects and phenomena that result from the participation in tourism and more specifically from the participation of low-income groups. The chapter focuses on accessible tourism and tourism for all. A case study will be present. This chapter will discuss the increasing phenomena of online relationship and digital marketing in specific social tourism contexts. Based on the literature review, the authors will develop a research propositions that connect the online relationship quality dimension developed by the relational marketing (i.e., online contexts) with the consequent e-satisfaction and word-of-mouth (eWOM). The authors also considered some implications for management, as well as give suggestions for future lines of research.

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The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study

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