STHM 1311 Lecture Notes - Lecture 1: Earned Media, Information Overload, Critical Role

• School: Temple University
• Department: Tourism & Hospitality Management
• Course: STHM 1311
• Professor: Dr.Wes Roehl

Document Summary

Consumer groups are assumed to be homogeneous in taste with respect to the information being transmitted. There is no interaction among the consumers and the firm. (communication is one-way; audience is passive) The impact of the internet on consumers. Too much info, cost of information exceeds benefit of information. Harder to evaluate the quality of the information (who"s the source and do they have an agenda?) Results of partnerships and networks, relationships with media (content, story ideas, family trips), word-of-mouth. Useful information to convert interest into behavior (persuasion!) Natural language descriptions rather than industry jargon. Develop a list of 100 to 150 keywords that will be used throughout the site. Select words that capture the destination"s offering and are of interest to the target market, and words that are less frequently used by competitors, but likely to be used by customers. Incorporate the chosen keywords throughout the destination"s site. Tone and voice to use in social media.