Business Commons^™

The Importance Of Twitter To Destination Marketing Organizations, Tatiana Allgeyer

Theses and Dissertations

Social media has experienced quick and expansive growth since its beginnings. While the initial users were individuals, social media has become a melting pot of businesses, brands, and celebrities all vying for engagement from followers in the hopes of increasing likes, engagement levels and sales.

Destination marketing organizations (DMO’s) have been slow to adopt social media platforms and integrate them into their marketing strategies. The goal of this study is to analyze what kinds of social media content produces the highest levels of engagement in order to make specific social media strategy recommendations to the Columbia DMO, Experience Columbia. An …

Measuring Long-Term Advertising Effects In The Tourism And Hospitality Industry, Rui Qi

Theses and Dissertations

Due to the intangible characteristics of the service product, the tourism and hospitality industry relies heavily on advertising. This dissertation is composed of three interrelated studies, with the overall purpose to investigate advertising effectiveness within the tourism and hospitality industry from a firm-level perspective. Longitudinal and time-series models were employed to analyze firm-level accounting, finance, and marketing data. Overall, results provided supports for the strategic value of advertising in the airline, hotel, and restaurant firms. The first study’s findings indicate that the economic benefits from advertising expenditures, unlike other expenses, do not expire in the current period. In addition, advertising …

Selling Rooms And Making Money In The Lodging Industry: Analyzing The Effects Of Revpar And Goppar Together, Thomas Rogers

Theses and Dissertations

Based on previous research, revenue management now focus on alternative benchmarks for assessing bottom-line performance. The advent of alternative benchmarks leads to increased analysis of the relationship between revenue and profitability within hotel management. This thesis builds on previous research of revenue and profitability with RevPAR and GOPPAR acting as proxies for revenue and profitability to determine the relationship between the two variables as well as identifying their roles and analysis within revenue management as revenue management maneuvers toward a more strategic outlook. Also, this thesis identifies whether affiliation (independent vs. chain-affiliated) and hotel service levels directly affect the correlation …