Dynamic Social Media in Online Travel Information Search: A Preliminary Analysis

This study provides a preliminary understanding of the dynamic nature of social media in travel information search and offers useful insights for online marketing in tourism.

Abstract

With a growing amount of consumer generated content in assisting travellers' decision making, social media are becoming an increasingly important tool for marketers and tourist destinations alike to engage online consumers. Following from recent literature on online travel information search, this study focuses attention on the dynamic nature of social media on the Internet. Based upon longitudinal data retrieved periodically from a mainstream search engine, this study investigates various aspects of social media with respect to their change over a period of one-year. This study provides a preliminary understanding of the dynamic nature of social media in travel information search and offers useful insights for online marketing in tourism.