Achieving Online Relationship Marketing via Tourism Blogs: A Social Network Perspective

Carol Hsu, Shirley Ou Yang

Abstract


Drawing upon the literature on social network analysis, this research examines how part-timemarketers use tourism blogs to conduct relationship marketing with their customers. The findingsfrom an interpretive case study indicate that the network pictures of part-time blog marketers canbe categorized into three distinct models: the “fan club,” the “compliance,” and the “creativeoutlet” models. Our findings also suggest that different network pictures lead to different networkmanagement strategies for blogs. Moreover, providing instrumental support and especiallymaterial support by blog marketers play significant roles in aggrandizing this transitivity, whichhelps to attract more visitors to blog sites. We believe that the innovation and the potentialconnections derived from the individualistic styles of some bloggers and the hedonic emotionalsupport given to tourism blogs should not be overlooked. Our findings also indicate that moreincentives and freedom should be provided to tourism business bloggers in order to prosper intheir grassroots use of technology.

Keywords


Web 2.0 marketing; social networks; business blogging; relationship marketing; tourism industry; qualitative research

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Hsu, C., Yang, S. O. (2013). " Achieving Online Relationship Marketing via Tourism Blogs: A Social Network Perspective "Pacific Asia Journal of the Association for Information Systems, 5(4), pp.1-25.