ANALYSING THE SOCIAL MEDIA MARKETING CONTENT OF LEADING ARAB AIRPORTS | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 14, Volume 13, Issue 2, 2016, Pages 51-70 PDF (593.58 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2016.48019 | ||
| Author | ||
| Hossam Samy | ||
| The Egyptian Higher Institute for Tourism and Hotels | ||
| Abstract | ||
| The research highlights the importance of social media in airport marketing on Facebook (as a leading social media marketing platform in this field). The social media marketing content of major Arab airports on Facebook are analyzed with an aim to explore the most common marketing messages / themes used on selected sites. The analysis covers the marketing content of leading airports in Egypt (Cairo international airport), the United Arab of Emirates (Dubai -Sharjah), Saudi Arabia, (King Abdul-Aziz- King Khaled) Qatar (Hamad), Kuwait, Muscat and Bahrain. The research mainly aims to explore new methodsto increase the popularity of leading Arab airports’ on Facebook. The study proposes specific types / categories of marketing messages that can guarantee a high level of likeability and better level of engagement among travelers. The primary findings confirm that major Arab airports can improve their level of likeability among users on Facebook by designing and posting a more effective selection of marketing message types on their respective sites. The research concluded the most popular marketing message types among users by using a computer-assisted quantitative content analysis tool. | ||
| Keywords | ||
| airport marketing; content analysis--corporate likeability- marketing message types-social media | ||
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