Thesis on Social Media, Travel and Search- MSc thesis of Alexandros Papageorgiou on Travel Social Medial

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This short presentation summarizes my master's thesis: "The impact of social media on travel information search". This is a high level overview of the main observations, methodology and conclusions of the thesis. Here are the main research questions:What is the proportion of social media among all the other search resultsretrieved by a search engine?Which are the social media websites and their corresponding general types that are represented most prominently on the first pages of the search results?How does the social media proportion in search results vary from one page to the other?The full text version can be accessed here:


<ul><li> 1. The Impact of Social Media on Online Travel SearchMasters thesis of Alexandros PapageorgiouTurku, 2010<br /></li></ul> <p> 2. 3basic components of the project<br />Web Search<br />Social Media<br />eTourism<br /> 3. Why these 3 areas?<br />Social media &amp; search engines are the most visited destinations on the web<br />Both have a strong influence on travel decision making<br />Travel industry is a typical early adopter of new web technologies<br /> 4. What is Social Media ? <br />Social media are works of user-generated content like video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video sharing site. (The Social Media Guide)<br />Examples:<br />General purpose<br />Travel-specific<br /> 5. Examples of social media use in Tourism Marketing <br /> 6. Connecting the dots...Travel + Search + Social Media<br /> 7. In search of a Finnish hotel ...<br />omenahotel<br /> 8. Multiple social media results returned<br /> 9. Key Observations<br /> 10. Key observations<br />The majority of travelers nowadays make use of the Internet to conveniently access travel information<br /> 11. Key observations<br />Typically, the gateway to travel information for most travelers is a web search engine<br /> 12. Key observations<br />Social media web sites tend to appear increasingly with high rankings in the Search Engine Result Pages (SERPs)<br /> 13. Key observations<br />Social media sites enjoy high credibility from consumers<br /> 14. So, exactly how high (or not) is the impact of social media on travel information search ?<br /> 15. Main research questions<br /> 16. 1.<br />Which is the proportion of social media results upon a travel search ? <br /> 17. 2.<br />Which are the most dominant types of travel social media? <br /> 18. 3.<br />Which are the top social media sites represented in the search results? <br /> 19. 4.<br />How does the social media content on search results vary across the first three pages?<br /> 20. Research Design<br /> 21. Focus industry: Hospitality. Why ? <br /></p> <ul><li>The first search type typically made by travelers </li></ul> <p> 22. Usually the highest trip expenditure 23. Ubiquity of hotels 24. High brand sensitivity </p>