Cruise tourism: social media content and network structures

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Mar

2021

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Title	Cruise tourism: social media content and network structures
Authors	Flávio Tiago, João Couto, Sandra Faria, Teresa Borges-Tiago
Publication date	2018/11/19
Journal	Tourism Review
Volume	73
Issue	4
Pages	433-447
Publisher	Emerald Publishing Limited

Cover of Tourism Review

Abstract:	Abstract Purpose The purpose of this paper is to present knowledge acquired through examining three cruise lines’ social media strategies over a three-year period, analyzing the network structures involved and demonstrating the value of the STAR (storytelling, triggers, amusement and reaction) model for enhancing social media activity. Design/methodology/approach This study gathered data from three cruise lines’ official websites and Facebook and Twitter accounts, examining variables such as internet presence, engagement and fans/followers. Furthermore, the work also addresses several issues that researchers encounter when using the STAR model. Findings Digital activity was found to vary significantly between the three cruise lines’ websites and Facebook and Twitter accounts, with the companies adopting different approaches and obtaining different results. Each company tended to have its own base of fans and followers, who shared a common language, reflected in the hashtags they used. The results show that cruise lines wishing to develop a content-oriented strategy that maximizes engagement in social media should share rich multimedia content that supports storytelling values and can be used on multiple platforms. Originality/value This work can be of interest to practitioners aiming to use a comparison and assessment tool for their digital activity. It could also assist future researchers focusing on cruise line activity, as few researchers have analyzed the online content strategies of cruise lines, particularly on Facebook and Twitter.
Keywords	Cruise Tourism; Social Media; Content analysis; Facebook; Twitter; STAR model
Citation (APA)	Tiago, F., Couto, J., Faria, S., & Borges-Tiago, T. (2018). Cruise tourism: social media content and network structures. Tourism Review, 73(4): 433-447.
DOI	10.1108/TR-10-2017-0155
Link	https://www.emerald.com/insight/content/doi/10.1108/TR-10-2017-0155/full/html