Omni-channel Communication in Tourism

Authors

  • Raquel Barbosa Ribeiro School of Social and Political Sciences, University of Lisbon
  • Filipa Fernandes School of Social and Political Sciences, University of Lisbon

DOI:

https://doi.org/10.4000/cp.7597

Abstract

We are in the era of services, and strategic communication is considered decisive for their success (Lewis, 2019). In recent decades, the digitization of society has notably influenced strategic communication (Batra & Keller, 2016). Communication practiced in the process of service customer care, identified as key for determining customer satisfaction and loyalty, has evolved from personal channels to digital ones (De Keyser et al., 2019). Customer service is no longer conducted exclusively through in-store salespeople, visits, trade fairs, or telephone; it has expanded to include emails, SMS, websites, chats, virtual meetings, and online-based loyalty programs, among other tools (Payne et al., 2017). The Social Information Processing (SIP) theory of Computer-Mediated Communication (CMC) has inspired theoretical models of online interpersonal interaction to explain how individuals and groups form impressions and develop relational communication through electronic communication (Walther et al., 2015).

Downloads

Download data is not yet available.

Author Biographies

  • Raquel Barbosa Ribeiro, School of Social and Political Sciences, University of Lisbon

    PhD in Social Sciences from the Instituto Superior de Ciências Sociais e Políticas – University of Lisbon, where she is a Visiting Assistant Professor. She is an entrepreneur in Marketing, Communication, and Tourism. Her research focuses on sustainable consumption, savings and financial literacy, organizational marketing and communication trends, and tourism marketing and communication. In 2018, she received the CGD-ISCSP Advanced Research Scientific Merit Award in Communication Sciences (with Jaime Fonseca and Isabel Soares) and in African Studies (with Filipa Fernandes); in 2017, she received the ISCSP Research Award “CAPP Researchers” and an Honorable Mention of the Fundação D. Pedro IV Merit Award (with Isabel Soares).

  • Filipa Fernandes, School of Social and Political Sciences, University of Lisbon

    PhD in Tourism from the University of Évora and affiliated member of the Center for Administration and Public Policies at ISCSP, University of Lisbon. She is a faculty member and researcher, serving as an Assistant Professor at ISCSP – University of Lisbon and a Visiting Academic at the Multidimensional Tourism Institute, University of Lapland. Her publications cover heritage, tourism, tourism anthropology, tourist imaginaries, touristification, and marketing and tourism trends. Awards include, in 2019, the CGD-ISCSP Advanced Research Scientific Merit Award in African Studies for the article “Tourism Promotion of Cape Verde in the Portuguese Market” (with Raquel Barbosa Ribeiro).

References

Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.

Bigné, E., & Decrop, A. (2019). Paradoxes of postmodern tourists and innovation in tourism marketing. In E. Fayos-Solà & C. Cooper (Eds.), The future of tourism: innovation and sustainability (pp. 131-154). Cham: Springer.

Capriello, A., & Riboldazzi, S. (2019). How can a travel agency network survive in the wake of digitalization? Evidence from the Robintur case study. Current Issues in Tourism, 23(9), 1049-1052.

Chang, K. C. (2018). The affecting tourism development attitudes based on the social exchange theory and the social network theory. Asia Pacific Journal of Tourism Research, 1-16.

Dahl, A. J., D’Alessandro, A. M., Peltier, J. W., & Swan, E. L. (2018). Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement. Journal of Research in Interactive Marketing, 12(3), 258-273.

De Keyser, A., Köcher, S., Alkire, L., Verbeeck, C., & Kandampully, J. (2019). Frontline service technology infusion: Conceptual archetypes and future research directions. Journal of Service Management, 30(1), 156-183.

Dickinson, J. E., Filimonau, V., Hibbert, J. F., Cherrett, T., Davies, N., Norgate, S., Speed, C., & Winstanley, C. (2017). Tourism communities and social ties: The role of online and offline tourist social networks in building social capital and sustainable practice. Journal of Sustainable Tourism, 25(2), 163-180.

Hargie, O. (2016). Skilled interpersonal communication: Research, theory and practice (6ª ed.). New York: Routledge.

Heath, R. L. (2018). Persuasion. In R.L. Heath & W. Johansen (Eds.), The international encyclopedia of strategic communication. Boston: Wiley-Blackwell.

Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: The current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509-523.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Coimbra: Conjuntura Actual Editora.

Lewis, L. (2019). Organizational change: Creating change through strategic communication. Malden: Wiley-Blackwell.

Lin, H., Zhang, M., & Gursoy, D. (2020). Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions. International Journal of Contemporary Hospitality Management, 32(5), 1967-1985.

Mahrous, A. A., & Hassan, S. S. (2017). Achieving superior customer experience: An investigation of multichannel choices in the travel and tourism industry of an emerging market. Journal of Travel Research, 56(8), 1049-1064.

O’Sullivan, P. B., & Carr, C. T. (2018). Masspersonal communication: A model bridging the mass-interpersonal divide. New Media & Society, 20(3), 1161-1180.

Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement. Journal of Research in Interactive Marketing, 11(2), 185-197.

Prentice, C. (2020). Enhancing the tourist experience with emotional intelligence. Tourism Review. Advance online publication. https://doi.org/10.1108/TR-06-2019-0254

Walther, J. B., Van Der Heide, B., Ramirez, A., Burgoon, J. K., & Peña, J. (2015). Interpersonal and hyperpersonal aspects of computer-mediated communication. In S. S. Sundar (Ed.), The handbook of psychology and communication technology (pp. 1-22). West Sussex: Wiley-Blackwell.

Downloads

Published

2020-06-30

Issue

Vol. 15 No. 28 (2020): Number with Special Issues

Section

SPECIAL ISSUE: Omni-channel communication in tourism

License

Copyright (c) 2020 Direitos do Autor (c) 2020

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Os conteúdos da Comunicação Pública estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

How to Cite

Omni-channel Communication in Tourism. (2020). Comunicação Pública, 15(28). https://doi.org/10.4000/cp.7597