Abstract

This paper examines the relationships travelers form with travel companies and destinations via Facebook. Based on a sample of over 6000 online American travelers, the research finds that travelers have goal-driven motivations to enter such “friendships” with travel companies, from which they mostly expect deals. In contrast, relationships with destinations are more likely based on emotional attachment. The study further finds demographic differences in the likelihood to enter such relationships as well as differences based on Internet skills and travel experience, thus providing insights regarding basic profiles of fans and their motivations. Implications for customer relationship management are discussed.

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Customer Relations 2.0 – Implications for Destination Marketing

This paper examines the relationships travelers form with travel companies and destinations via Facebook. Based on a sample of over 6000 online American travelers, the research finds that travelers have goal-driven motivations to enter such “friendships” with travel companies, from which they mostly expect deals. In contrast, relationships with destinations are more likely based on emotional attachment. The study further finds demographic differences in the likelihood to enter such relationships as well as differences based on Internet skills and travel experience, thus providing insights regarding basic profiles of fans and their motivations. Implications for customer relationship management are discussed.