2012/01/01 by Jong Pil Park, Ick-Keun Oh · 1 citation
Business, Management and Accounting · Decision Sciences · Psychology · Social Sciences · #Advertising #Agency (philosophy) #Business #Digital Marketing and Social Media #Digital marketing #Influencer marketing #Marketing #Marketing management #Marketing strategy #Political science #Psychology #Relationship marketing #Return on marketing investment #Salience (neuroscience) #Sharing Economy and Platforms #Social media #Social media marketing #Sociology #Technology Adoption and User Behaviour #Tourism
paper · doi:10.1080/15980634.2012.11434654
openalex publication_date 2012/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
Social media marketing plays an increasingly important role in the hotel and tourism industry. This study examines how social networking services, microblogs and social commerce sites are used in the field of tourism in a case study of KAL (Korean Airline) Tour, one of the leading travel agencies based in Korea. This study shows that companies make a substantial amount of profits from their investments in social media marketing activities. KAL Tour uses a variety of social media for effective social marketing activities. By understanding the characteristics of each social medium, the effectiveness of the company’s marketing activities is maximized. As such, this case study provides opportunities to understand consumer behaviors influenced by new information technologies.