SOCIAL MEDIA IN THE ACTIVITY OF ACCOMMODATION UNITS. THE CASE OF BUCOVINA REGION

Abstract

The changes intervening in the information technology field, especially in the Web 2.0 terms, have activated the communication, promotion and collaboration between suppliers, business partners and consumers of touristic services alike. All these changes led to the development of new marketing practices oriented on the online area, which represent nowadays a cornerstone in designing an economic activity of a tourism organization which aims to consolidate its position in the section market. The necessity of existence and operationalization of a clear guidance of online promotion is a trend that, at least for now, has not been adequately exploited by the tourism units from Bucovina region (situated in North of Romania). The online growing competition – as it breaks the conventional barriers at a local, national and international level – constrains the tourism operators to develop a coherent policy of Social Media Marketing (SMM). Therefore, the major aim of this study is to highlight the level of the reception structures in Bucovina through the online visibility filter and, implicitly, their acquaintance with the techniques, strategies and promotion methods specific to the Social Media. In order to analyze the level of development and evolution of the accommodation in Bucovina in terms of their visibility on Social Media, in July-August 2012 period, we undertook a survey that targeted 518 tourist accommodation units. For the purpose of highlighting the evolution of the phenomenon studied, namely the impact of the internet and hence the Social Media on the marketing activity of the receiving structures concerned, the initial study was repeated annually, in 2013, 2014, 2015 and 2016. The analysis conducted reveals that managers of tourist reception units in Bucovina have minimal knowledge about Facebook and Twitter and their use. Therefore, they do not yet have a well-grounded strategy of promotion in these environments.