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Task-technology fit analysis of Analysis of

social media
social media use for marketing in use for
marketing
the tourism and hospitality
industry: a systematic 2677

literature review Received 26 December 2019

Revised 22 April 2020
16 June 2020
Hsien-Cheng Lin Accepted 16 June 2020
Business College, Taizhou University, Taizhou, China
Xiao Han and Tu Lyu
Business College, Qingdao University, Qingdao, China
Wen-Hsien Ho
Department of Healthcare Administration and Medical Informatics,
Kaohsiung Medical University Hospital, Kaohsiung, Taiwan and
Department of Medical Research, Kaohsiung Medical University Hospital,
Kaohsiung, Taiwan
Yunbao Xu
School of Management, Hunan Institute of Engineering, Xiangtan, China
Tien-Chih Hsieh
Department of Tourism and Recreation Management,
Fooyin University, Kaohsiung, Taiwan, and
Lihua Zhu and Liang Zhang
Business College, Qingdao University, Qingdao, China

Abstract
Purpose – Research in tourism and hospitality industry marketing has identified many highly effective
applications of social media. However, studies in the existing literature do not enable a comprehensive
understanding of this phenomenon because they lack a theoretical foundation. Therefore, this study
systematically reviewed the literature from the perspective of the task-technology fit (TTF) theory. The
purpose of this paper is to map out what is known about social media use in tourism and hospitality
marketing and what areas need further exploration.
Design/methodology/approach – A descriptive cumulative review of the literature obtained 99 articles
published in tourism and hospitality journals from 2010 to 2019.

International Journal of
Funding: This study was supported by the National Natural Science Foundation of Shandong Contemporary Hospitality
Province [Grant No.ZR2018MG005], National Social Science Fund [Grant No.17BRK013] and Natural Management
Vol. 32 No. 8, 2020
Science Foundation of Shandong Province [Grant No.ZR2017MG028]. pp. 2677-2715
Declaration of conflicting interests. The authors declared no potential conflicts of interest with © Emerald Publishing Limited
0959-6119
respect to the research, authorship and/or publication of this article. DOI 10.1108/IJCHM-12-2019-1031
IJCHM Findings – The analysis suggests that to understand social media use in tourism marketing, researchers
and practitioners in the industry must clarify the following four issues: the control variables, longitudinal
32,8 analyzes and TTF concepts that should be used in future studies; the fitness of social media platforms for
tourism marketing; how various social media platforms differ in terms of performance outcome; and the
digital divide in the use of social media for tourism.
Originality/value – An integrated framework was developed to identify constructs and to understand
their relationships. Recent studies in this domain are discussed; theoretical and practical suggestions and
2678 implications for future research are given.
Keywords Social media, Tourism and hospitality industry, Task-technology fit theory, Fit,
Literature review, Marketing
Paper type Research paper

1. Introduction
To sustain their development, organizations in the highly competitive tourism and
hospitality industry must successfully adopt and implement new marketing mechanisms to
add value. In this environment, social media is a cost-effective digital platform for attracting
potential customers and for promoting tourism products and services through direct
interaction with customers (Styvén and Wallstrom, 2019; Alalwan et al., 2017). The tourism
and hospitality literature reveals a growing interest in the adoption and use of social media
for management and other business activities, particularly marketing. Previous studies in
the tourism marketing literature have explored and explained various aspects of social
media use in this field, including effects of social media on tourist behavior, social media use
by tourism organizations (e.g. by destination marketing organizations (DMOs) and by travel
agencies), social media use for co-creation of value and social media use for tourism service
personalization and brand management (Aurora et al., 2018; Stephanie et al., 2013). These
studies have improved understanding of social media use in tourism marketing.
Tourism marketing is a performance-oriented business activity. That is, success or
failure of marketing tasks is determined by performance outcomes. A performance-oriented
activity is defined as an activity performed by an individual or organization that effectively
and efficiently induces the behavior and resource allocation needed to achieve a task and to
achieve continued superior performance of the task (Che-Ha et al., 2014). Studies of adoption
of service technology systems by firms in the hospitality industry indicate that the success
or failure of such systems depends on customer perceptions of human-computer interactions
(Mattila et al., 2009; Murphy et al., 2019). Therefore, the success or failure of technology-
based marketing approaches also depends on the fit between the task (marketing) and the
technology (social media) and by how the customer subsequently perceives.
Goodhue and Thompson (1995) developed the task-technology fit (TTF) concept to
explain the relationship between technology use and task performance. The fit between a
task and a specific technology is measured by systematic evaluations performed by users of
the technology. User perceptions of the fit of a specific technology range from positive to
negative. A positive perception of fit indicates that the technology achieves the expected
performance outcomes; a negative perception of fit indicates that the user is dissatisfied with
the technology (Schrier et al., 2010). The TTF theory has been used to investigate
correlations among tasks, technologies, utilization, user satisfaction and performance
outcomes and has been validated in empirical studies of informatization in hospitality
management. For example, a study of 68 tourism enterprises in Vatanasakdakul et al. (2010)
revealed that TTF had a great impact on the performance of tourism e-commerce firms.
Ratna and Arifin (2018) identified a positive reciprocal effect between TTF and the use of
hotel reservation information systems. That is, to achieve a specific task efficiently, the
technology at hand must be properly matched to the task (Hus and Lin, 2017; Kim et al., Analysis of
2015). social media
Studies of social media use in tourism-related marketing are rapidly growing and some
scholarly articles have discussed social media use for tourism marketing activities.
use for
However, the studies published so far have applied a very broad perspective (e.g. social marketing
media as a marketing tool in Stephanie et al., 2013; Sebastian et al., 2018) or have only
focused on a specific domain of social media use (e.g. use of social media for travel
information search in Kotoua and Ilkan, 2017; Arminda and Sergio, 2017) or on a specific 2679
domain of tourism marketing (e.g. use of social media for destination marketing in Kennelly,
2017; Song and Kim, 2016). Such studies are essential for understanding what ground has
already been covered in social media and tourism marketing research and what needs
further study. To the best of our knowledge, however, no studies have used a specific
theoretical framework for integrating and classifying the existing literature in this domain.
Therefore, the objectives of this research were to review the literature on TTF in the past
decade to understand how the distribution of tourism marketing content is linked to the
features of social media technologies and how social media use impacts performance
outcomes in tourism and hospitality organizations.
For practitioners, the results of this systematic review and framework can be used to
improve the effectiveness of tourism marketing via social media and to avoid failure; for
institutions, the results can be used to develop marketing strategies and marketing
campaigns aimed at attracting potential tourists; for academics, the results provide a guide
for understanding the current state of research and for performing future research in
tourism marketing. The main sections of this paper are arranged as follows:
First, this study reviews the literature on TTF theory and then introduces and defines
the main constructs and concepts used in the integrated framework and systematic
classifications proposed in Section 2. Second, our research methodology and procedure are
described in Section 3. Third, the major findings of the literature review are discussed and
integrated into the research framework in Section 4. Finally, the theoretical and practical
implications of this study are highlighted in Section 5, its limitations are discussed and
directions for future research are suggested in Section 6.

2. Task-technology fit theory
Goodhue and Thompson (1995) conceptualized TTF as the fit between current technological
capability and the demands of a given task. That is, a TTF is directly tied to a performance
outcome. Figure 1 shows the five main constructs of TTF theory, namely, task
characteristics, technology characteristics, TTF, technology use and performance impacts.
Goodhue and Thompson (1995) further defined task characteristics as the actions that
individuals must perform to convert inputs to outputs. Technology characteristics are
defined as the characteristics of the devices that individuals use to perform their tasks. The
TTF refers to the degree to which technology supports individuals in carrying out their

Task Task-technology
characteristics fit

Performance
impacts
Figure 1.
Technology Technology General model of
characteristics use TTF theory
IJCHM portfolio of tasks. Technology use refers to the behavior of using technology to complete a
32,8 task. A performance impact is defined as the outcome obtained when the technology is used
to achieve a portfolio of tasks. Notably, TTF mediates the effects of task characteristics and
technology characteristics on technology use and performance outcomes (Howard and Rose,
2019).
The TTF theory has been used to explain how a customer benefits from a good match
2680 between technological functionality and the user requirements for performing a specific
task. Researchers have used TTF theory to predict the impact of technology utilization on
performance outcomes in the hotel industry. For instance, an empirical study by Schrier
et al. (2010) examined the constructs of a hybrid model that integrated the TTF concept with
the technology acceptance model (TAM; Davis, 1989), which was used to investigate the
behavioral intentions of hotel guests to use guest empowerment technologies. The authors
reported that TTF had a significant positive relationship with customer use of the
technologies. In another study, Kim et al. (2010) found that TTF affected the intention of
hotel employees to adopt a hotel information system and recommended that hotel managers
consider the influence of TTF on employee work performance.
Paulo et al. (2018) investigated the adoption of a mobile augmented reality in tourism
(MART) technology by tourists and suggested that a poor TTF decreased the intention of
tourists to adopt the technology whereas a good TTF increased their behavioral intention to
use MART and their actual use of MART.
The authors further concluded that, if the tourism industry throughout the country used
MART to provide services, all tourists would use MART because the technology would be
ubiquitous. Based on the above results of empirical research, we deduced that TTF is a
useful predictor of performance in tourism and hospitality organizations that use social
media for marketing.

3. Methodology
To provide insight into social media use in tourism-related marketing, we performed a
descriptive cumulative review of the relevant literature in the six stages suggested by
Templier and Paré (2018) as follows: formulating the problem, searching the literature,
screening for inclusion, assessing the quality, extracting the data, analyzing the data and
synthesizing the data.
The initial step was to formulate the problem. As discussed above, we recognized the
need for a deep understanding of social media use for tourism and hospitality marketing and
we understood that a good TTF can have positive performance outcomes. Thus, we
attempted to acquire a multifaceted appreciation of each construct of the TTF theory.
Therefore, we formulated the problem as the need for an improved understanding of current
research on social media use in tourism and hospitality marketing.
In searching the literature step, we used core terms in a search of relevant studies in social
media use in tourism and hospitality marketing that elucidate the five main constructs of
TTF theory. The literature search started with broad terms, i.e. “social media,” “interactive
technology” and “social media networks,” Next, terms for specific marketing activities were
used, e.g. “tourism marketing,” “hospitality marketing” and “destination marketing.”
Finally, terms for each construct of TTF theory were used, i.e. “task,” “technology,” “fit,”
technology use” and “performance.”
The search was limited to articles published between 2010 and 2019 in the ISI Web of
Science (WoS) and the social sciences citation index (SSCI). The retrieved articles included
high-quality peer-reviewed papers published in major journals in the tourism and
hospitality research field. According to van der Have and Rubalcaba (2016), the publishers
of SSCI, the journals in these databases have met the high standards of an objective Analysis of
evaluation process. The databases provide broad coverage of refereed, high impact journal social media
articles that report research outcomes in the multidisciplinary domain while excluding
conference papers, book chapters, reports and working papers (Olanrewaju et al., 2020). This
use for
method was used not only in searches of abstracts but also in searches of full-text journal marketing
articles.
Initially, 426 published articles were retrieved from WoS. Of these, 277 articles were in
SSCI. After excluding articles not published in tourism and hospitality journals, 101 articles 2681
remained. The authors then read each article in full to identify those that discussed factors
in social media use for tourism and hospitality marketing, including the objectives,
processes and outcomes of social media use. The final sample included 99 articles from
tourism and hospitality journals. Figure 2 shows the publication years of the selected
articles, which demonstrate the rapid increase in research on this issue during 2015–2019.
The next step was screening for inclusion. The 99 selected articles were further screened
to ensure that they were within the scope of the study, i.e. to ensure that they pertained to the
TTF framework, the TTF constructs or relationships among the TTF constructs.
In assessing the quality step, we assumed that the publication of a peer-reviewed study in
a premier academic literature database was a reliable indicator of quality.
To extract data from these articles, a systematic framework based on TTF theory was
used for the deductive classification of features. The five main constructs of TTF theory
used in the context of this study were defined as follows:
(1) Task characteristics are the characteristics of tourism and hospitality marketing
content in social media.
(2) Technology characteristics are the characteristics of the technological features of
social media.
(3) TTF is the fit between marketing (the task) by tourism and hospitality
organizations and the use of social media (the technology) by tourists.

Figure 2.
Distribution of
relevant articles
published 2010-2019
IJCHM (4) Technology use is the actions of users who use social media to achieve their goals
32,8 (Olanrewaju et al., 2020).
(5) Performance impacts are individual and organizational benefits of social media use
for tourism and hospitality marketing.

These definitions were adopted to enable a systematic review and classification of the
2682 existing literature into each construct of the TTF theory. Additional contextual information
extracted in this step (e.g. theoretical framework, methods and research design) is discussed
in the following section. Articles that did not meet the classification criteria and articles with
an only general discussion of social media marketing in the tourism and hospitality industry
were excluded.
Finally, in the analyzing and synthesizing data step, data analysis and synthesis were
performed and complemented with tables and figures. Additionally, as one aim of this
research was to review existing literature on the TTF perspective of social media use for
marketing in the tourism and hospitality industry, we developed an integrated framework
for analyzing the reviewed articles. Based on the integrated framework, we made
suggestions for future research and practice in the use of social media in this domain.
Appendix 1 lists the bibliographic details of the individual articles. Appendix 2 presents
the analytical frameworks, research methods, fieldwork country or region and constructs of
TTF theory discussed/applied in the journal articles and Appendix 3 lists the journals in
which the articles were published.

4. Analysis and results

This section describes the results of our review of the literature on social media use and
tourism marketing. First, the analytical frameworks and research methods applied in the
reviewed studies are discussed. Next, the five main constructs of TTF theory (i.e. task
characteristics, technology characteristics, TTF, technology use and performance impacts)
applied in the studies are discussed. Finally, the proposed integrated framework is
presented.

4.1 Analytical frameworks used in the reviewed articles

An analytical framework is valuable for characterizing and evaluating problems and
methods for solving them and for investigating decision-making processes applied during
problem-solving (Jasso, 1988). Thus, we reviewed the literature to identify analytical
frameworks that have been used to explain the technology use behavior of individuals and
to identify the mechanisms through which tourism and hospitality organizations derive
value from social media use by individuals.
In most studies, social media use in tourism marketing has been investigated from
stakeholder perspectives. For example, the concept of the elaboration likelihood model has
been used to explain how information features affect/change customer attitudes about social
media use and how social media attract customers (Lo and Fang, 2018). Similarly, the unified
theory of acceptance and use of technology and TAM have been used in tourism marketing
studies to understand the behavioral intention of customers to adopt social media (Herrero
et al., 2018; Mariani et al., 2019). A common conclusion of these studies is that widespread
adoption of social media enhances tourism marketing capability and performance because
tourism customers perceive that social media has a strong advantage over other media
conventionally used for marketing (Leung and Tanford, 2016; Kim et al., 2015), i.e. social
media platforms have higher perceived ease of use and higher perceived usefulness
compared to conventional media. However, social media use in tourism-related marketing
also has several barriers. In Magali and Francesca (2019), for example, the authors applied Analysis of
value theory in an analysis of the attitudes and perceptions of winery owners regarding social media
social media use for online marketing and promotion of wine tourism. They concluded that,
use for
while most winery owners recognized the benefits of social media, the adoption of social
media by winery owners was limited by barriers such as their agricultural, low-technology marketing
orientation and their perception that a large investment of time was needed.
Motivational drivers of customer behavior have also been explored in this domain. Gruss
et al. (2019) and Dean et al. (2019) used the consumer engagement behavior model to explain
2683
how user engagement drives interaction between customers and tourism brands on social
media and to explain how social media enhance customer trust in a tourism brand (Seric and
Pranicevic, 2018). Osnat and Tamar (2019) highlighted the critical role of trust in customers
who share a behavioral intention to visit social media websites and to purchase tourism
products or services (Tomas et al., 2017). Kandampully et al. (2018) further applied a
customer experience management perspective in a study of how customer loyalty provides a
competitive advantage for hospitality firms. Another approach to understanding the
behavioral intentions of customers is to apply value theory. For example, Tomas et al. (2017)
applied value theory to identify factors that affect intention to purchase tourism services in
social media users and concluded that the critical factors were perceived value and
perceived trustworthiness.
Organizational behavior theories have also been used to explore how organizations use
social media platforms to improve organizational performance. The organizational behavior
theory most commonly used to investigate how social media creates value in tourism and
hospitality firms is a resource-based theory, which has proven useful for explaining the
pathway between social media use and hotel profitability, sales and customer retention
(Aurora et al., 2018). Huang (2012) applied the competitive advantage concept in a business
model of travel blog marketing to explain the use of blogs by travel agencies. Conflict theory
is often used to explore how travel agencies manage employee work outcomes. An empirical
study by Yuan et al. (2018) revealed that coercive acquaintance advertising in social media
negatively affects job performance and job satisfaction of travel agency employees.
Finally, market-related analytical frameworks have been used to investigate associations
between social media use and commercial performance. For example, the role of viral
marketing in the message co-creation process has been discussed. Uncontrollable and
unforeseeable factors have been identified as critical factors in the transformation and
transcendence of original messages (Blichfeldt and Smed, 2015). Mou et al. (2019) applied the
concepts of mental imagery and the need for status to elucidate how social media influence
consumers in the luxury hospitality industry. The authors suggested that luxury hotels can
increase the effectiveness of their social media advertising campaigns by including
immersive advertisements and vivid photographs. A major theoretical foundation of social
media marketing in the tourism and hospitality field is electronic word-of-mouth (e-WOM).
Many scholars agree that e-WOM is an important conduit for sharing views and opinions
among travelers. Thus, e-WOM is expected to continue its vital role in tourism and
hospitality marketing for the foreseeable future (Pino et al., 2019; Leung et al., 2017; Litvin
et al., 2018; Hudson et al., 2015).
The above theories are the groundwork for understanding various perspectives of
technology use behaviors and motivations and their impact on social media marketing in the
tourism and hospitality field. These theories also provide a framework for analyzing social
media marketing campaigns in the tourism and hospitality industry and for measuring their
performance.
IJCHM 4.2 Research methods and study populations in the reviewed articles
32,8 In this study, “qualitative method” is defined as a method of interpreting a text or other
materials without numerical measurement; “quantitative” method is defined as a method of
performing empirical analysis based on numerical data (Olanrewaju et al., 2020); “mixed
method” refers to the collection and analysis of data using both qualitative methods (e.g.
interviews) and quantitative methods (e.g. surveys) (Borrego et al., 2009). A comparison of
2684 the research methods used by the reviewed articles in this study showed that most studies
only used a qualitative methodology (n = 58) or only used a quantitative methodology (n =
34); seven studies used a mixed methodology. In the qualitative studies, the most commonly
used research methods were content analysis and interview; in the quantitative studies, the
most commonly used data collection method was surveyed. Most of the mixed-method
studies combined content analysis and various quantitative methods. Additionally, several
articles used more than one qualitative or quantitative method.
Of the 99 articles reviewed here, the largest proportion of studies was performed in the
USA (11) followed by China Mainland (9), Spain (9), UK (6), Italy (5), Australia (4), Denmark
(3), Taiwan (3), Turkey (3), Africa (2), Ghana (2), Hong Kong (2), South Africa (2), South
Korea (2), Austria (1), Greece (1), Hungary (1), Ireland (1), Israel (1), Japan (1), Macau (1),
Pakistan (1), Peru (1), Poland (1), Portugal (1) and Sweden (1). In total, 13 studies collected
data for more than one country or region. In total, 11 studies were not performed in a specific
nation or region (e.g. systematic literature reviews and one study that discussed the
emergence of tourism-related marketing concepts). These studies were classified as “other.”
Although most studies restricted their research to specific countries, our review indicated
that an increasing number of studies have discussed tourism-related marketing concepts in
geographic regions rather than individual countries, which apparently supports the
argument of Song et al. (2018) that internationalization of the tourism and hospitality
industry has resulted in certain barriers to market entry by individual countries. For
example, tourists with different cultural backgrounds are expected to have different
perceptions of the tourism products and marketing strategies of a given country. However,
certain parts of Asia, South and Central America and the Caribbean have received little or no
attention from researchers. Appendix 2 lists the research methods used and the fieldwork
country/region for the retrieved articles.

4.3 Task characteristics

For organizations in the tourism and hospitality industry, the task is essentially to use social
media as a channel for communicating and interacting with prospective clients and
customers in efforts to persuade them to purchase tourism-related services or products.
Therefore, the intrinsic characteristics of tourism and hospitality marketing on social media
must be clearly understood.
The nature of marketing defines the action or business of promoting and selling products
or services (Risto et al., 2014); that is, marketing can be understood as advertising.
Advertising in social media affects customer engagement and interaction with tourism e-
marketing (Yuan et al., 2018). In addition to enabling customers to share user-generated
content (UGC), social media enable enterprises to provide highly personalized marketing
content and marketing services. These capabilities enhance the willingness of users to adopt
social media (Uchinaka et al., 2019; Leung et al., 2019; Munar and Jacobsen, 2014). After a
user adopts social media, the user and an enterprise can co-create content (Dimitrios and
Yeyen, 2019; Dean et al., 2019). Content types can be classified as context-based content (e.g.
narrative and textual content) and visual-based content (e.g. photographs and videos)
(Dimitrios and Marie, 2015; Mariani et al., 2016; Munar and Jacobsen, 2014). Studies of these
content types in the literature so far, including interactive, vivid and format-related content, Analysis of
have shown substantial benefits for individuals and their communities (Pino et al., 2019). social media
Studies also report that tourism information features (i.e. contextual and non-contextual
cues) delivered via social media significantly affect destination image formation and
use for
behavioral change (Usakli et al., 2017; Song and Kim, 2016). For example, Tomas and Elena marketing
(2013) found that whether hotels choose to provide messages in the information mainly
depends on customer characteristics. The authors also reported that information richness
was positively associated with hotel size. Interestingly, however, a subsequent study by
2685
Lund et al. (2018) identified potential negative effects of context-based marketing, i.e.
tourists may spend more time sharing their tourism experiences and stories on social media
platforms than they spend interacting with tourism e-marketing platforms.
In the era of the Internet, e-tourism has changed the characteristics of value chains, as
well as the marketing strategies used in the tourism and hospitality industry (Buhalis and
Inversini, 2014). The growing prevalence of e-tourism benefits the tourism industry by
enabling interactivity (Aydin, 2019; Torres, 2016) and stakeholder engagement (Scholtz and
Kruger, 2019) in an online environment. Most studies indicate that, when tourism firms
exploit the interactivity of social media, stakeholders (i.e. residents, visitors, tourism
marketers and DMOs) increase their engagement in digital marketing campaigns, which
builds good customer relationships and good business relationships (Trunfio and Della
Lucia, 2019; Usakli et al., 2017). Additionally, the use of social media by tourism
organizations is market-oriented. That is, tourism organizations use social media not only
for business communications but also to attract the attention of target customers and to
increase revisit intention. Marketing strategies implemented via social media include e-
Referral, real-time marketing and viral marketing (Dimitrios and Yeyen, 2019; Blichfeldt and
Smed, 2015).
These marketing content types are made available online to enable easy access by
customers. Xiang and Gretzel (2010) verified that tourist destinations and travel-related
brands that have high rankings and positive recommendations on social media tend to
attract followers, i.e. customers. Therefore, the destination image (Xu and Pratt, 2018) can be
considered a business asset of a tourism organization. Such as other business assets, it must
be developed, managed and transformed to maximize its potential benefit to the
organization. Uchinaka et al. (2019) pointed out that celebrities, social media influencers and
residents can be effective place-brand ambassadors for a tourism destination because they
shape destination image and increase visit/re-visit intention. Moreover, the tourism shopping
experience is a major factor in overall satisfaction with a tourist destination (Kim et al.,
2015).

4.4 Technology characteristics

Three characteristics of social media technology have been documented in the tourism
marketing literature, namely, functional capability, real-time capability and technology
system type.
The intrinsic characteristics of functional capability include the mobility and interactivity
of all mechanisms of social media. The important role of mobility as a driver of social media
use is indicated by the ubiquitous tourism advertisements and promotional material on the
internet (Dimitrios and Marie, 2015; Munar and Jacobsen, 2014). Another important
capability is interactivity, which was highlighted in Morosan and DeFranco (2019). Their
analysis of 841 hotel guests revealed that the use of interactive technology by hotel guests
affected their perceived needs and their willingness to participate in co-creation of value.
IJCHM Dimitrios and Yeyen (2019) also claimed that the interactivity of social media makes it a
32,8 particularly effective advertising/e-marketing platform.
Another essential capability for any social media platform is real-time capability. The
real-time capability enables dynamic engagement in content sharing and content co-creation
involving all stakeholders (Dimitrios and Yeyen, 2019; Munar and Jacobsen, 2014). Thus, the
real-time capability is a competitive advantage in tourism-related marketing.
2686 Another characteristic is technology system type, which drives the use of technology (e.g.
travel apps, smart-phones, social media and human-like robots) in the hotel industry and in
tourism-related activity (Pabel and Prideaux, 2016; Yu, 2019). Notably, these technology
tools enable a dynamic feedback system that connects the supply and demand sides in the
travel and tourism industry.

4.5 Fit between task and technology

Our literature review revealed only two studies that have specifically investigated the role of
TTF in tourism and hospitality marketing. One discussed how the fit between shopping
behavior and mobile technology mediates satisfaction in tourists (Kim et al., 2015). The other
investigated and tested three antecedent models of social media marketing as follows: a
TTF model, a communications model and a social psychology model (Leung and Tanford,
2016). Both studies reported that TTF significantly affects tourist behaviors and
perceptions.

4.6 Social media technology use

The technology use perspective emphasizes the roles of perceptions and behaviors in social
media use. Initially, the most important drivers of social media use are user perceptions, i.e.
perceived enjoyment, perceived risk, perceived usefulness and perceived ease of use (Liu and
Park, 2015; Kim et al., 2015). Eventually, user perceptions of social media use for tourism
activities and processes begin to influence social media use behaviors for these purposes.
Social media use behaviors include information search, lurking behavior, trigger behavior
and venue check-in (Pabel and Prideaux, 2016; Luo et al., 2019).
For stakeholders, social media is attractive because it helps various users achieve their
objectives. Chuang et al. (2017) and Sotiriadis (2017) classified social media use perspectives
as provider perspectives and customer perspectives. They explained that accelerating the
growth of social media use in the tourism industry has reduced asymmetry in access to
information and asymmetry in negotiating power between the supply and demand sides
and is transforming tourism from a provider-centric industry to a consumer-centric
industry.
Stakeholders in social media use for tourism marketing include residents, visitors,
tourism marketers and DMOs (Dimitrios and Marie, 2015; Trunfio and Della Lucia, 2019).
Moreover, because of the complex relationships among stakeholder networks and tourism
destinations, the development of tourism destinations requires effective marketing
strategies (Nina et al., 2014).
Another perspective is the user engagement perspective. Scholtz and Kruger, (2019), Pino
et al. (2019) and Mariani et al. (2016) suggested that tourism marketers should use social
media to engage with tourists, to increase revisit intention and to increase tourism-related
brand loyalty. Notably, some studies have further investigated whether utilization
conditions of social media platforms (e.g. time, duration and frequency) affect intention to
visit and re-visit a tourist destination (Sebastian et al., 2018; Stephanie et al., 2013).
An analysis of “big data” for DMOs revealed that a high frequency of photograph posts
on Facebook and a tendency to post Facebook messages early in the day was negatively
associated with user engagement on social media content related to tourism advertising Analysis of
(Mariani et al., 2016). social media
use for
4.7 Performance impacts
The rise of social media has already profoundly changed the ease and efficiency of travel
marketing
and the business performance of tourism enterprises. Various approaches have been
proposed for measuring and classifying the performance impacts of social media use. These
impacts can be classified as individual performance impacts and organizational
2687
performance impacts.
4.7.1 Individual performance impacts. Contemporary travelers clearly recognize the
convenience of social media and generally consider social media a trustworthy and credible
source of information (Buhalis and Inversini, 2014). Hence, measuring trust is a useful way
to evaluate consumption intention in social media users (Tomas et al., 2017) and actual
consumption behavior in social media users (Mou et al., 2019). Similarly, Liu et al. (2019)
described how social media content affects tourism-related decision-making. They identified
four components of a tourism-related decision by a consumer, namely, a need generator, a
supporter, a guider and an approver.
Some scholars have highlighted the importance of complete information disclosure in the
marketing for a tourism destination. Scholl-Grissemann et al. (2019) stated that when
consumers who learn of unfavorable conditions in a destination (e.g. lack of snow at a ski
resort) through online content, they have more realistic travel expectations and, ultimately, a
more positive attitude toward the destination and more positive destination advocacy (e.g.
they are more willing to recommend the destination to others) (Mulvey et al., 2019) in
comparison with consumers who rely on online content that does not mention unfavorable
conditions. This difference highlights the importance of accurate and realistic destination
marketing content. Another advantage of social media is that travelers can use it to enhance
their online visibility. Siegel and Wang (2019) explained that the desire for travel experiences
has become a defining characteristic of millennials, who perceive that using social media to
share their travel activities and experiences with peers enhance their self-presentation and
social ties.
4.7.2 Organizational performance impacts. Smart use of social media can have a large
organizational performance impact in the tourism and hospitality industry. The success of a
tourism organization depends on its business competitiveness and its operating performance.
Styvén and Wallstrom (2019) and Stephanie et al. (2013) described the advantages of social
media use by tourism organizations for marketing purposes, i.e. increased business
competitiveness, internal efficiency and financial benefits. The largest impacts of social
media use by tourism organization are on operating performance, i.e. profitability and sales
performance (Aurora et al., 2018), revenue (Kim and Park, 2017) and value creation (i.e.
customer retention), all of which are important contributors to organizational performance
(Aurora et al., 2018; Dimitrios and Yeyen, 2019). Kim and Park (2017), however, noted
limitations of social media use include financial risk, time constraints, the need for IT
expertise and the need to develop an implementation strategy.
Despite its limitations, social media provides a channel of constant connectivity that
fosters consumer engagement and enables tourism organizations to offer real-time services
that can maintain and improve customer relationships, customer satisfaction, brand loyalty
and destination image. Osnat and Tamar (2019) suggested that, as a social media group can
foster a sense of belonging and a sense of community in its users, tourism marketers can
enhance customer engagement by using customer relationship management (CRM) (Aurora
et al., 2018) in dynamic engagement with connected consumers. Therefore, tourism
IJCHM marketers should use social media to perform marketing activities (e.g. special offers).
32,8 Tourism and hospitality marketers have also successfully used social media for rapid and
real-time interaction with prospective clients and for the identification of consumer needs
(Dimitrios and Yeyen, 2019). More importantly, the use of CRM and real-time services by a
tourism-related organization can directly influence its e-WOM reputation. Hudson et al.
(2015) reported that e-WOM often contains emotional messages that influence the decision-
2688 making processes of travelers and their attachment to a tourism brand (i.e. their brand
perception). Moreover, different tourists have different e-WOM behaviors because they have
different preferences regarding content (e.g. visual versus verbal content) and delivery (e.g.
offline versus online delivery) of media used to share travel experiences (Ring et al., 2016).
Additionally, Kim et al. (2015) explored the antecedents of customer satisfaction and its
effects on the business performance of e-tourism firms. They found that perceived
enjoyment enhances customer satisfaction with the shopping experience. Prior studies have
recognized customer satisfaction as an important antecedent of brand loyalty (Rather and
Linda, 2019). Social media users tend to believe that tourism-related content created by other
users is more reliable than marketing content created by tourism organizations. Content
created by other users also has a relatively larger impact on brand loyalty (Seric and
Pranicevic, 2018). Interestingly, however, Litvin and Dowling (2018) observed that
generosity and volatility did not significantly differ between social media users with high
brand loyalty and social media users with low brand loyalty. Regarding DMOs, Sebastian
et al. (2018) stated that tourist involvement in online platforms of DMOs has a positive
impact on the effective image and that formation of a destination image is an antecedent of
visit intention. Furthermore, DMOs can improve their organizational performance by
exploiting the unique characteristics of social media (i.e. low cost, high perceived usefulness,
rapid and easy dissemination of content and interactivity) (Usakli et al., 2017).
Finally, two crucial issues must be addressed to understand what motivates tourists to
participate in social media marketing social capital and stakeholder engagement. First,
tourists may be motivated to share UGC on social media, namely, because it increases their
social capital, i.e. by maintaining their social network and/or by providing personal/
community benefits (Munar and Jacobsen, 2014). Second, Park et al. (2016) recommended
that, rather than outsourcing social media marketing and networking tasks to advertising
agencies, tourism firms should delegate these tasks to in-house social media marketing and
networking departments to enable comprehensive engagement of stakeholders, including
external and internal stakeholders.

4.8 Mediating variables

Mediating variables in the effect of social media use on tourism marketing performance are
also discussed in the literature. In Leung and Tanford (2016), the direct effect of perceived
usefulness on the intention to join a hotel Facebook group was stronger than the mediating
effects of user attitudes about the Facebook group on the intention to join the Facebook
group. This result implied that perceived usefulness drives Facebook users to join hotel
Facebook groups.
Hudson et al. (2015) verified that emotional attachment mediates the relationship between
social media use and brand relationship quality. The authors reported that the strength of
the emotional bond that consumers develop by interacting with social media related to a
travel brand influences the strength of their relationship with the travel brand. While the
relationship between the performance of tourism-related firms and social media use is
positively associated with the co-creation of value, the relationship is mediated by social
CRM capability (Aurora et al., 2018). Other variables that reportedly have strong mediating
effects on the relationship between website use and sales performance include customer Analysis of
satisfaction (Kotoua and Ilkan, 2017) and use context (Kim et al., 2015). social media
use for
4.9 Moderating variables
Studies that have discussed moderating variables in the relationship between social media
marketing
use and organizational performance outcomes include Tomas et al. (2017), who reported that
demographic attributes have varying moderating effects on intention to use a social media 2689
platform to purchase tourism services. Additionally, differences in online platforms
(Sebastian et al., 2018), feedback sensitivity (Yuan et al., 2018), need for status (Mou et al.,
2019) and self-esteem (Liu et al., 2019) have revealed moderating effects on the relationship
between social media use and organizational performance outcomes. Table 1 summarizes
the mediating and moderating variables identified in the literature review.

4.10 Integrated framework

The literature review revealed that social media use for tourism and hospitality marketing is
influenced by various factors. Based on the results of the literature review and the TTF
model, the proposed analytical framework included constructs for task characteristics,
technology characteristics, TTF, technology use and performance impacts.
The most important factors in task characteristics were co-creation of value, information
features, interactivity and UGC. As the literature indicated that these factors can trigger
social media use, they were classified as task characteristics. Technology characteristics
discussed in the literature included functional capability, real-time capability and
technology system type. However, discussion of these characteristics was relatively rare.
Related studies have investigated the consequences of TTF, e.g. perceived usefulness and
perceived ease of use. Notably, however, few studies have discussed the antecedents of TTF
in this domain.
Factors known to affect technology use include user behaviors, engagement and
perceptions. Additional factors identified in our literature review included provider
perspectives, consumer perspectives, stakeholders and utilization conditions. Finally,
factors that affect performance were grouped as factors that affect individual performance

Relationship between the two constructs Mediator/moderator References

TTF Mediator
; User attitude Leung and Tanford (2016)
Technology use
TTF Mediator
; Use context Kim et al. (2015)
Performance impacts
Technology use Mediators
; Emotion attachment Hudson et al. (2015)
Performance impacts Satisfaction Kotoua and Ilkan (2017)
Social CRM capability Aurora et al. (2018)
Moderators
Table 1.
Demographic attributes Tomas et al. (2017)
Differences in online platforms Sebastian et al. (2018) Reported mediators
Feedback sensitivity Yuan et al. (2018) and moderators of
Need for status Mou et al. (2019) social media use in
Self-esteem Liu et al. (2019) tourism marketing
IJCHM or factors that affect organizational performance. Factors in individual performance
32,8 included attitude, consumption intention, decision-making, online visibility and trust.
Factors in organizational performance are included brand perception, business
competitiveness, consumer engagement, customer satisfaction, destination image, e-WOM,
operating performance, real-time services and value creation. The individual and
organizational factors identified in the literature review were consistent with the key
2690 elements of business models discussed in Voelpel et al. (2005), i.e. customer sensing,
economics/profitability sensing, business system infrastructure sensing and technology
sense.
The resulting integrated framework differs from other proposed frameworks in the
domain of social media use and business management, for example, the antecedents-usage-
outcomes framework (Olanrewaju et al., 2020; Barger et al., 2016). The integrated framework
proposed in this study has a stronger emphasis on theoretical research on the fit between
tourism marketing tasks and social media technology capabilities and on the effects of this
TTF on social media use and performance outcomes. Moreover, the integrated framework
proposed in this study considers mediators and moderators that have emerged in the past
decade. (Figure 3)

5. Discussion
This study performed a descriptive cumulative review of 99 related studies published in
tourism and hospitality journals from 2010–2019. The review was expected to identify the
most important relevant phenomena discussed in the past decade.
Five main lines of research emerged as follows: e-WOM, UGC, user engagement,
customer satisfaction and destination image, which is consistent with the trends identified
by Nusair et al. (2019) in their review of literature on social media use in the hospitality and
tourism industry. Studies of the same issues have also increased in the consumer behavior
literature. Perceived service quality after interaction through social media has revealed
direct and indirect effects on consumer intentions and on the reputations of hospitality and
tourism firms (Gounaris et al., 2010). Thus, researchers have carefully investigated how

Task characteristics Mediator Performance impacts

1. Advertisement
2. Co-creation
3. Content type
4. Destination image
5. Information features
1. Shopping activity-mobility
6. Interactivity
7. Marketing orientation
2. Task-technology fit
8. Ranking
9. Stakeholder engagement
10. Tourism shopping
11. User-generated content
(UGC)
Technology characteristics
1. Functional capability
Figure 3. 2. Real-time capability
3. Technology system type
Integrated
framework for
Use context
Individual performance
1. Attitude toward the destination
2. Consumption intention
Task-technology fit 3. Decision-making
4. Online visibility
5. Trust
technology fit
Organizational performance
1. Brand perception
2. Business competitiveness
Mediators
3. Consumer engagement
User attitude
4. Customer relationship management
5. Customer satisfaction
Technology use 6. Destination image
7. electronic word-of-mouth (eWOM)
1. Provider-perspective, 8. Loyalty
Consumer-perspective 9. Operating performance
2. Stakeholder 10. Real-time service
3. User behavior 11. Social capital
4. User engagement 12. Stakeholder
5. User perception 13. Value creation
6. Utilization condition

applying the TTF

Mediators Moderators
model for research in 1. Emotion attachment 1. Demographic attributes
social media use in 2. Satisfaction
3. Social CRM capability
2.
3.
Differences in online platform
Feedback sensitivity
tourism marketing 4. Need of status
5. Self-esteem
social media affects underlying behavioral patterns and perceptions of consumers in this Analysis of
industry, for example, to determine whether tourism organizations can use social media to social media
improve perceived service quality.
Regarding theoretical development and application, the review of studies published
use for
2010–2019 revealed the use of dozens of well-known theoretical frameworks. However, few marketing
theoretical frameworks for analyzing social media marketing in the tourism and hospitality
industry have emerged. According to Sousa et al. (2008), a common criticism of the current
marketing literature is that it only reports fragmented results that cannot be used to 2691
construct a widely applicable theoretical model of marketing performance. Therefore,
advances in theoretical frameworks have been limited in the marketing field. The tourism
and hospitality sector of the service industry has unique characteristics such as its high
complexity of services, customer participation in both service and production processes, the
importance of location and/or labor factors and high vulnerability to the external
environment (Altin et al., 2018). Hence, theoretical frameworks and conceptualizations must
be developed specifically for this industry to explore the marketing performance of social
media.
Third, our review found that most of the studies in the related literature have been
qualitative studies. Qualitative studies are mainly used to understand why customers act as
they do, i.e. the meaning and significance of their behaviors (O’Donnell and Cummins, 1999).
Therefore, qualitative methods are suitable for exploring the nature of a tourism and
hospitality service product and for characterizing customer behavior (Whalen, 2018).
Although most studies retrieved in this review applied qualitative research designs, some
applied mixed quantitative-qualitative research designs. Recent increases in quantitative
studies are largely attributable to the development of advanced statistical software (Nusair
et al., 2019) that can be used to test research hypotheses and to analyze data. In contrast,
mixed-methods that integrate qualitative and quantitative analyzes can provide a clearer
and more integrated understanding of the research problem compared to either the research
method used alone. However, mixed-method research has notable disadvantages and
limitations (e.g. complex research design, high time and resource costs of planning and
implementation) and planning and implementing one method based on the findings of
another is often problematic (Shannon-Baker, 2016). Notably, although most of the related
studies identified in our literature review have used qualitative methods, the use of
quantitative methods has increased in recent years.
Finally, as the objectives of this research were to conduct a systematic review of the
literature on social media use in tourism and hospitality marketing and to develop an
integrated framework based on TTF theory, we simultaneously identified and synthesized
critical variables that influence the five main constructs of TTF theory. The integrated
framework provides a useful map for understanding developments in the related literature
in the past decade. The content of the integrated framework indicates that researchers and
practitioners must understand marketing types and technological capabilities in different
target market segments and must understand how TTF affects technology use behaviors of
customers and organizational performance in the tourism and hospitality industry.

6. Conclusions
The study made three main contributions to the literature as follows: it identified and
classified important variables of the five main constructs of TTF theory as applied in the
context of social media use for tourism marketing; it analyzed trends in social media
marketing research, including analytical frameworks, research methods and mediating and
moderating variables; and it integrated TTF theory in an analytical framework for social
IJCHM media use in tourism and hospitality marketing. Tourism development can contribute to
32,8 economic growth through job creation, increased destination tax revenues and improved
social welfare (Dogru and Bulut, 2018). This research presents a snapshot of the current
literature on social media use in tourism and hospitality marketing. Hopefully, this review
will inspire further works by researchers and practitioners in tourism and hospitality
marketing.
2692 This section discusses the theoretical and practical implications of this multi-
dimensional analysis of the current literature on social media marketing in tourism and
hospitality management. The limitations of the study are discussed and suggestions for
future research are given.

6.1 Implications for theory

For tourism and hospitality management researchers, this study makes a meaningful
contribution to the literature on social media marketing in the tourism and hospitality
industry. This study is among the first attempts to operationalize and classify a perspective
of TTF theory and to investigate applications of this theory in studies of social media use in
tourism and hospitality marketing. In the tourism marketing literature, this study also
identified gaps in the research on social media use, including the application of TTF theory,
analytical frameworks, fieldwork country/region and complementary research methods.
Thus, we strongly suggest that future researchers consider how filling these gaps would
enable a deeper understanding of social media use in the tourism and hospitality marketing
context.
Although this review improves understanding of TTF in this context, further studies are
still needed to understand how TTF, in this case, the fit between social media capabilities
and tourism marketing, shapes social media use behavior. That is, the influence of TTF on
the actual behavior of social media users and the implications of this influence should be
investigated rather than focusing on the influence of TTF on individual and organizational
performance.
Other theoretical models that have been used to investigate social media use in tourism
and hospitality marketing include co-creation theory, TAM, use and gratification theory and
social comparison theory. Until now, however, these theories have only been used to discuss
how customer intentions and behaviors influence marketing performance via human-
computer interactions.
As social media marketing in the tourism and hospitality industry is a complex
multifarious phenomenon, future studies should ideally be performed by two or more
experts in different disciplines and/or professions (Peng and Lin, 2016). We remind future
researchers that an effective study of social media marketing in the tourism industry may
require a multidisciplinary collaboration of researchers with expertise in varying domains,
including tourism and hospitality management, information technology, marketing
management, behavioral science and others. Recognition of the need for cross-disciplinary
collaborative research is critical for the development of effective predictive models of
tourism marketing in a social media environment (Pennington, 2008).

6.2 Implications for practice

Practitioners, particularly tourism and hospitality enterprise managers and marketers must
understand what variables affect the performance of different marketing strategies and
what technology characteristics are critical for effectively planning and implementing
tourism and hospitality marketing. Such reasoning seems static but is actually dynamic
because new media are rapidly developing and people and enterprises who adopt new media Analysis of
technology the earliest are likely to receive the greatest benefits (van Dijk, 2006). social media
Tourism marketing strategies are unlikely to succeed when practitioners do not consider
key variables that could discourage stakeholders (e.g. DMOs, tourism agents, hospitality
use for
entrepreneurs and destination residents) from contributing to further development of the marketing
tourism industry. We provided an integrated framework for the key variables in this study
and identified factors (e.g. real-time capability) that are often critical for success in achieving
high-level marketing performance (e.g. consumer engagement). Based on our analysis of
2693
social media use for marketing in the tourism and hospitality industry, we believe that the
research results provide useful guidelines and inspiration for developing marketing plans.
Tourism and hospitality enterprises must consider the characteristics of the customer,
i.e. tourists, including their personal perceptions of self-efficacy, utilitarian outcomes,
network exposure and availability. Furthermore, to motivate tourists to use websites for
purchasing travel products, tourism enterprises can incorporate gamification in their
websites (e.g. use of riddles) to attract users and potential customers, which would
simultaneously increase business performance and interaction with customers. Finally, a
major challenge for the tourism and hospitality industry is the current coronavirus disease
outbreak, which has severely reduced activity and demand in this sector. In the current
business environment, tourism and hospitality organizations must consider alternate
marketing strategies such as the use of online virtual reality (VR) technology to assist
tourists in selecting a travel destination before they commit to a visit. As human-computer
interaction is an essential feature of VR (Raptis et al., 2018), hospitality and tourism
enterprises must carefully consider how to maximize TTF when VR technology is used to
improve service quality.

6.3 Suggestions for future research

Based on the results of this literature review, we have four suggestions for future studies by
researchers and practitioners.
Suggestion 1. Future studies should focus on filling gaps in the literature on social media
use in tourism and hospitality marketing.
Our review revealed several gaps in the literature on this issue. First, few of the related
studies published so far have applied TTF theory in a study of social media marketing in
the tourism and hospitality industry. Most have been descriptive studies that only provide
background information about TTF theory or only discuss TTF theory in general (Leung
and Tanford, 2016; Kim et al., 2015). No tourism-related studies have provided an in-depth
discussion of how the satisfaction, engagement and behavioral intention of tourists are
affected by the match between the capability of the technology (i.e. social media) and the
demands of the task (i.e. marketing). This issue is worthy of further study.
Another lacuna is the lack of longitudinal research. Our review revealed numerous cross-
sectional studies whereas longitudinal empirical studies were relatively scarce. For example,
regarding the continued use of social media technology, Chen and Lin (2019) found that
effective use of social media platforms for marketing requires organizations to convince
customers to use the platform and, even more importantly, to continue using the platform.
Another study found that, for first-time users, the most important factor in use continuance
is the initial impression of new technology (Bhattacherjee, 2001). Thus, further longitudinal
empirical studies are needed to clarify how to use continuance can be maximized in
customers who use social media for tourism activity and to explore how factors such as
initial impression affect their adoption and continued use of social media.
IJCHM The variables considered in this study included both mediating variables (a third
32,8 variable that links a cause and an effect) and moderating variables (a third variable that
modifies a causal effect) (Wu and Zumbo, 2008). Both are interventional factors that must be
investigated for a refined understanding of a causal relationship. The design of a future
empirical study should include the mediating and moderating variables that will be included
in the research model. As the manipulation of mediating and moderating variables in a
2694 research model can change the analytical results, however, designs for models in future
empirical studies should include variables that enable a deeper understanding of social
media use compared to the model used here. For example, a future model could consider how
variables such as loyalty programs, information features and customer cognition, affect the
relationship between social media use and performance outcomes.
Another shortcoming of previous empirical studies is the lack of control variables.
Control variables are those that the experimenter keeps constant to prevent confounding
effects on the independent variable (Atinc et al., 2012). The use of control variables plays a
central role in scientific investigations due to practical difficulties in implementing
experimental and quasi-experimental designs (Jeremy and Herman, 2016). Therefore, we
suggest that future empirical studies use control variables to increase the transparency and
appropriateness of the research results. Researchers should also explain how and why
control variables are applied in their theoretical frameworks.
Suggestion 2. The effect of social media use on tourism business performance needs
further exploration from holistic and reductionistic perspectives to understand the interplay
between tourism marketing tasks and social media technological capability.
Although past studies have revealed antecedents of the effect of social media use on the
marketing performance of tourism and hospitality organizations, they tend to focus on how
social media improves organizational performance. As mentioned above, a good TTF is
critical for good organizational performance outcomes (Goodhue and Thompson, 1995).
Venkatraman and Prescott (1990) proposed six conceptual categories of TTF, namely, as a
moderator, as a mediator, as a match, as a gestalt, as a profile deviation and as a covariation.
Moreover, fit as a gestalt, profile deviation and covariation can be categorized as holistic
conceptualizations whereas fit as moderation, mediation and match can be categorized as
reductionistic conceptualizations (Hus and Lin, 2017).
Furthermore, clear observation of TTF requires an analysis that includes not only a
holistic perspective of the co-fit between two or more constructs and how they affect
performance but also their bivariate patterns in a reductionist perception of fit (Lin, 2017).
As holistic fit depends on the details of bivariate patterns, choosing the best media
technology for improving marketing performance in the tourism and hospitality industry is
difficult without a clear understanding of how bivariate patterns of the fit between
marketing tasks and technology characteristics affect customer perceptions of social media
use (Kim et al., 2019; Baggio, 2020; Lin, 2017).
All in all, understanding the various aspects of fit is important because it increases our
knowledge and management methods for facilitating tourist involvement with tourism
marketing and enhances the organizational performance advantage obtained by social
media use.
Suggestion 3. Further research is needed to distinguish and elaborate on the functions of
various social media types used for tourism and hospitality marketing and how they affect
organizational performance.
Social media is a function-oriented communication platform that enables the creation and
exchange of UGC. In Kaplan and Haenlein (2010), a study from the perspectives of media
richness and social presence identified six specific social media types, namely, collaborative
projects (e.g. Wikipedia), blogs (e.g. Blogger), content communities (e.g. YouTube, Flickr), Analysis of
social networking sites (e.g. Facebook, WeChat), virtual game worlds (e.g. World of social media
Warcraft) and virtual communities (e.g. Second Life). Each of these six social media types use for
has specific functions and features and each attracts users with specific socioeconomic and
demographic characteristics. The characteristics of the customers targeted by a tourism and
marketing
hospitality enterprise determine what social media type the enterprise uses. Unfortunately,
these issues are not addressed in current tourism and hospitality marketing research. From 2695
a practitioner perspective of management, tourism and hospitality organizations that use
social media for marketing must maximize the use and continued use of social media to
achieve their marketing objectives. Thus, filling this gap is an important task.
Suggestion 4. Researchers and managers need an improved understanding of how the
digital divide affects the adoption and use of social media platforms and how marketing
strategies can address the digital divide.
The utility and applications of social media increase as adoption and pervasiveness
increase and vice versa (Olanrewaju et al., 2020). Our literature review identified numerous
studies performed in the populations of different countries and regions. None of the studies
we reviewed, however, compared the effects of the digital divide among populations or
countries at different stages of technological and economic development. For example,
Nishijima et al. (2017) described the digital divide in information technology access and
literacy, but no studies have subsequently investigated whether the digital divide is a
barrier to individual/organizational adoption and use of social media in the tourism industry
in particular and none have explored the influence of social media on the purchase behavior
of tourists or on the business processes of tourism enterprises (e.g. marketing activity,
innovation and business performance).
To sum up, the above suggestions are based on the current state of the literature
according to our review of studies published in the past decade. Although we believe that
future studies should focus on elucidating the above dimensions of TTF, other dimensions
worthy of research may also emerge.

6.4 Research limitations

Several limitations of this research should be mentioned. As noted earlier, this review was
not exhaustive, as it excluded conference papers and books. Therefore, some important
articles and findings may have been excluded. Additionally, although care was taken to
select a relevant range of search terms used in the literature review, the terms may not have
included new terminology that has recently emerged in the rapidly evolving fields of social
media and marketing. Overall, however, the results of this literature review and the
proposed integrated framework provide a meaningful foundation for further research.

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Further reading
Alam, K. and Imram, S. (2015), “The digital divide and social inclusion among refugee migrants: a case
in regional Australia”, Information Technology and People, Vol. 28 No. 2, pp. 344-365.
Choi, E.K., Fowler, D., Goh, B. and Yuan, J. (2016), “Social media marketing: applying the use and
gratifications theory in the hotel industry”, Journal of Hospitality Marketing and Management,
Vol. 25 No. 7, pp. 771-796.
Chu, S.W., Min, H.T., Chang, Y.C. and Lin, C.T. (2010), “Understanding continuance intention of
knowledge creation using extended exception-confirmation theory: an empirical study of
Taiwan and China online communities”, Behaviour and Information Technology, Vol. 29 No. 6,
pp. 557-570.

Appendix 1. Journal articles reviewed

Amaro, S., Duarte, P. and Henriques, C. (2016), “Travelers’ use of social media: a clustering
approach”, Annals of Tourism Research, Vol. 59, pp. 1-15.
Arminda, A.S. and Sergio, M.G. (2017), “New trends in information search and their influence on
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Aurora, G.M., Victor J, G.M., Nigel, L. and King, S. (2018), “The missing link: Creating value with
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marketing in Africa”, Tourism Geographies, Vol. 19 No. 5, SI, pp. 780-800.
Aydin, G. (2019), “Social media engagement and organic post effectiveness: a roadmap for increasing
the effectiveness of social media use in the hospitality industry”, Journal of Hospitality
Marketing and Management, Published online March 2019.
Blichfeldt, B.S. and Smed, K.M. (2015), “’Do it to Denmark’: a case study on viral processes in
marketing messages”, Journal of Vacation Marketing, Vol. 21 No. 3, pp. 289–301.
Cheng, M. and Edwards, D. (2015), “Social media in tourism: a visual analytic approach”, Current
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Cheng, M., Wong, I.A., Wearing, S. and McDonald, M. (2017), “Ecotourism social media initiatives in
China”, Journal of Sustainable Tourism, Vol. 25 No. 3, pp. 416-432.
IJCHM Chuang, T.C., Liu, J.S., Lu, L.Y., Tseng, F.M., Lee, Y. and Chang, C.T. (2017), “The main paths of
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A literature review”, Journal of Travel and Tourism Marketing, Vol. 30 Nos 1/2, pp. 3-22.
Dean, C., Etaim, K. and Glem, M. (2019), “From dreaming to believing: a review of consumer
2702 engagement behaviors with brands’ social media content across the holiday travel process”,
Journal of Travel and Tourism Marketing, Vol. 36 No. 6, pp. 679-691.
Dickinson, J.E., Filimonau, V., Hibbert, J.F., Cherrett, T., Davies, N., Norgate, S., Speed, C. and
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
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Dimitrios, B. and Marie, F. (2015), “SoCoMo marketing for travel and tourism: Empowering
co-creation of value”, Journal of Destination Marketing and Management, Vol. 4 No. 3, SI,
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Dimitrios, B. and Yeyen, S. (2019), “Real-time co-creation and nowness service: lessons from tourism
and hospitality”, Journal of Travel and Tourism Marketing, Vol. 36 No. 5, pp. 563-582.
Fernández-Cavia, J., Marchiori, E., Haven-Tang, C. and Cantoni, L. (2017), “Online communication in
Spanish destination marketing organizations: The view of practitioners”, Journal of Vacation
Marketing, Vol. 23 No. 3, pp. 264-273.
Ge, J. and Gretzel, U. (2018), “A taxonomy of value co-creation on Weibo: A communication
perspective”, International Journal of Contemporary Hospitality Management, Vol. 30 No. 4, SI,
pp. 2075-2092.
Giglio, S., Bertacchini, F., Bilotta, E. and Pantano, P. (2019), “Using social media to identify tourism
attractiveness in six Italian cities”, Tourism Management, Vol. 72, pp. 306-312.
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Gruss, R., Kim, E. and Abrahams, A. (2019), “Engaging restaurant customers on Facebook: the power
of belongingness appeals on social media”, Journal of Hospitality and Tourism Research,
Published online December 2019.
Guillet, B.D., Kucukusta, D. and Liu, L. (Lucy) (2016), “An examination of social media marketing in
China: How do the top 133 hotel brands perform on the top four Chinese social media sites?”,
Journal of Travel and Tourism Marketing, Vol. 33 No. 6, pp. 783-805.
Herrero, A., San Martin, H. and Collado, J. (2018), “Market orientation and SNS adoption for
marketing purposes in hospitality microenterprises”, Journal of Hospitality and Tourism
Management, Vol. 34, pp. 30-40.
Huang, L. (2012), “Social media as a new play in a marketing channel strategy: Evidence from
Taiwan travel agencies’ blogs”, Asia Pacific Journal of Tourism Research, Vol. 17 No. 6,
pp. 615-634.
Hudson, S. and Thal, K. (2013), “The impact of social media on the consumer process: Implications for
tourism marketing”, Journal of Travel and Tourism Marketing, Vol. 30 Nos 1/2, SI, pp. 156-160.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R. (2015), “The effects of social media on emotions,
brand relationship quality, and word of mouth: An empirical study of music festival
attendees”, Tourism Management, Vol. 47, pp. 68-76.
Ivanov, B., Dillingham, L.L., Parker, K. A., Rains, S.A., Burchett, M. and Geegan, S. (2018), Analysis of
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use for
Kandampully, J., Zhang, T. (Christina) and Jaakkola, E. (2018), “Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda”, International
marketing
Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 21-56.
Kennelly, M. (2017), “‘We’ve never measured it, but it brings in a lot of business’ Participatory sports 2703
events and tourism”, International Journal of Contemporary Hospitality Management, Vol. 29
No. 3, SI, pp. 883-899.
Kim, M.J., Chung, N., Lee, C.K. and Preis, M.W. (2015), “Motivations and use context in mobile
tourism shopping: applying contingency and task-technology fit theory”, International Journal
of Tourism Research, Vol. 17 No. 1, pp. 13-24.
Kim, W.G. and Park, S. A. (2017), “Social media review rating versus traditional customer satisfaction
which one has more incremental predictive power in explaining hotel performance?”,
International Journal of Contemporary Hospitality Management, Vol. 29 No. 2, SI, pp. 784-802.
Kladou, S. and Mavragani, E. (2015), “Assessing destination image: An online marketing approach
and the case of TripAdvisor”, Journal of Destination Marketing and Management, Vol. 4 No. 3,
SI, pp. 187-193.
Koo, C., Joun, Y. and Han, H. (2016), “A structural model for destination travel intention as a media
exposure Belief-desire-intention model perspective. International Journal of Contemporary
Hospitality Management, Vol. 28 No. 7, pp. 1338-1360.
Kotoua, S. and Ilkan, M. (2017a), “Online tourism destination marketing in Kumasi Ghana”, Asia
Pacific Journal of Tourism Research, Vol. 22 No. 2, pp. 666-680.
Kotoua, S. and Ilkan, M. (2017 b), “Tourism destination marketing and information technology in
Ghana”, Journal of Destination Marketing and Management, Vol. 6 No. 2, SI, pp. 127-135.
Lamest, M. and Brady, M. (2019), “Data-focused managerial challenges within the hotel sector”,
Tourism Review, Vol. 74 No. 1, SI, pp. 104-115.
Leung, X. Y., Sun, J. and Bai, B. (2019), “Thematic framework of social media research: State of the
art”. Tourism Review, Vol. 74 No. 3, pp. 517-531.
Leung, X.Y. and Tanford, S. (2016), “What drives Facebook fans to “Like” hotel page: A comparison of
three competing models”, Journal of Hospitality Marketing and Management, Vol. 25 No. 3, pp. 314-
345.
Leung, X.Y., Sun, J. and Bai, B. (2017), “Bibliometrics of social media research: A co-citation and co-
word analysis”, International Journal of Hospitality Management, Vol. 66, pp. 35-45.
Litvin, S.W. and Dowling, K.M. (2018), “TripAdvisor and hotel consumer brand loyalty”, Current
Issues in Tourism, Vol. 21 No. 8, pp. 842-846.
Litvin, S.W., Goldsmith, R.E. and Pan, B. (2018), “A retrospective view of electronic word-of-mouth in
hospitality and tourism management”, International Journal of Contemporary Hospitality
Management, Vol. 30 No. 1, pp. 313-325.
Liu, H., Wu, L. and Li, X. (Robert) (2019), “Social media envy: How to experience sharing on social
networking sites drives Millennials’ aspirational tourism consumption”, Journal of Travel
Research, Vol. 58 No. 3, pp. 355-369.
Liu, X.R., Mehraliyev, F., Liu, C. and Schuckert, M. (2019), “The roles of social media in tourists’
choices of travel components”, Tourist Studies, Published online September 2019.
Liu, Y., Huang, K., Bao, J. and Chen, K. (2019), “Listen to the voices from home: An analysis of Chinese
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pp. 337-347.
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 32,8

articles
2708
IJCHM

analytical
Table A1.

frameworks,

retrieved journal
theory applied in
and the five main
fieldwork country

constructs of TTF
Research methods,
Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts
Appendix 2

Mou et al. (2019) China Quantitative Stakeholder perspective  

Mainland
Gruss et al. (2019) USA Quantitative Consumer engagement  
Scholl-Grissemann Austria Quantitative Climate-induced changes  
et al. (2019)
Wang et al. (2019) China Quantitative Latent Dirichlet allocation  
Mainland
Villamediana et al. Spain Quantitative Time frame  
(2019)
Wang and Lehto USA Quantitative Construal level theory  
(2019)
Mulvey et al. (2019) Cross- Quantitative The latent class segmentation  
country model
Liu et al. (2019) Hong Qualitative Travel choice of tourist  
Kong
Stankov et al. UK Qualitative Spatial overlay analysis  
(2019)
Morosan and Cross- Quantitative Co-creation theory and technology  
DeFranco (2019) country adoption theory
Rydén et al. (2019) Denmark Qualitative Stakeholder perspective  
Dean et al. (2019) Other Qualitative Consumer engagement   
Magali and Italy Qualitative Value theory   
Francesca (2019)
Osnat and Tamar Israel Qualitative Social belonging   
(2019)
Dimitrios and UK Qualitative Co-creation theory   
Yeyen (2019)
Giglio et al. (2019) Italy Qualitative Mathematical model and machine  
learning model
(continued)
 Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts

Scholtz and Kruger South Quantitative Connection seeker/inclusion seeker/  

(2019) Africa attention seeker typology -typology
Uchinaka et al. UK Qualitative Stakeholder perspective   
(2019)
Liu et al. (2019) Cross- Qualitative Sentiment-analysis model   
country
Yu (2019) Other Qualitative Uncanny valley theory  
Aydin (2019) Turkey Qualitative TAM  
Stoklosa et al. Poland Qualitative The e-Tourism communication  
(2019) maturity model
Trunfio et al. (2019) Italy Qualitative Engagement behavior framework  
Liu et al. (2019) USA Mixed Social comparison theory  
Pino et al. (2019) Italy Qualitative Engagement behavior framework   
Siegel and Wang Cross- Qualitative Social comparison theory   
(2019) country
Mariani et al. Cross- Quantitative TAM, credibility theory and  
(2019) country motivation theory
Luo et al. (2019) Macau Qualitative Engagement behavior framework   
Leung et al. (2019) Other Qualitative Thematic research framework   
Lamest and Brady Ireland Qualitative Five market-orientation framework  
(2019)
Styvén and Sweden Qualitative Barriers and benefits of digital  
Wallstrom (2019) channel use
Ivanov et al. (2018) Cross- Quantitative Inoculation theory  
country
Yuan et al. (2018) China Quantitative Conflict theory  
Mainland
Aurora et al. (2018) Spain Mixed Resource-based theory  
Lund et al. (2018) Denmark Qualitative Technologies of power  
(continued)
social media

2709
marketing

Table A1.
Analysis of

use for
 32,8

2710
IJCHM

Table A1.
Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts

Sebastian et al. Spain Quantitative Generational theory  

(2018)
Herrero et al. (2018) Spain Quantitative A unified theory of acceptance and  
use of technology
Litvin and USA Qualitative e-WOM framework  
Dowling (2018)
Kandampully et al. Other Qualitative Customer experience management  
(2018)
Lo and Fang (2018) Taiwan Qualitative Elaboration likelihood model  
Ge and Gretzel China Qualitative Co-creation theory  
(2018) Mainland
Xu and Pratt (2018) Hong Quantitative Self-congruity theory   
Kong
Tsiakali (2018) Greece Quantitative *The big five trait model of  
personality and EBM (Engel,
Blackwell and Miniard) model
Litvin et al. (2018) Other Qualitative e-WOM framework 
Dieck et al. (2018) UK Qualitative Tourism distraction channel model 
Seric and Spain Quantitative Consumer engagement  
Pranicevic (2018)
Leung et al. (2017) Other Qualitative Bibliometric analysis method 
José et al. (2017) Spain Quantitative Engagement behavior framework 
Kotoua and Ilkan Ghana Quantitative Planned behavior theory  
(2017a)
Arminda and Cross- Quantitative Loyalty framework  
Sergio (2017) country
Usakli and Koc Cross- Qualitative Seven-category framework 
(2017) country
Williams et al. UK Qualitative K means clustering algorithm 
(2017)
(continued)
 Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts

Chuang et al. (2017) Taiwan Quantitative Stakeholder perspective  

Kotoua and Ilkan Ghana Quantitative Thematic research framework  
(2017b)
Glossling (2017) Cross- Qualitative Thematic research framework 
country
Ratz (2017) Hungary Qualitative Niche tourism  
Avraham and Africa Qualitative Multi-step model for altering place  
Ketter (2017) image
Kennelly (2017) Australia Qualitative Chalip model 
Kim and Park USA Qualitative Customer satisfaction  
(2017)
Sotiriadis (2017) South Qualitative Stakeholder perspective  
Africa
Cheng et al. (2017) China Qualitative Stakeholder perspective  
Mainland
Tomas et al. (2017) Spain Quantitative Trust theory  
Dickinson et al. UK Qualitative Social capital theory  
(2017)
Sayira and Pakistan Qualitative Destination marketing  
Andrews (2016)
Pabel and Australia Quantitative Pre-trip information search pattern 
Prideaux (2016)
Mizrachi and Africa Qualitative Thematic research framework  
Fuchs (2016)
Amaro et al. (2016) Portugal Quantitative Cluster analysis  
Mariani et al. Italy Mixed Big data analytics    
(2016)
Shao et al. (2016) China Qualitative Destination marketing  
Mainland
Ring et al. (2016) Australia Qualitative e-WOM framework  
Torres (2016) USA Qualitative Interactivity theory  
(continued)
social media

2711
marketing

Table A1.
Analysis of

use for
 32,8

2712
IJCHM

Table A1.
Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts

Koo et al. (2016) South Qualitative Use and gratification theory and  
Korea belief-desire-intention model
Song and Kim Japan Mixed Stakeholder perspective  
(2016)
Zhang et al. (2016) China Mixed Use and gratification theory  
Mainland
Guillet et al. (2016) China Qualitative Social media zone  
Mainland
Park et al. (2016) USA Quantitative Social media analytics  
Leung and USA Quantitative TAM, TTF, social identity theory,   
Tanford (2016) use and gratification theory and e-
WOM framework
Cheng and China Qualitative Visual analytics approach  
Edwards (2015) Mainland
Xang et al. (2015) Others Qualitative Revenue management  
Marine-Roig and Spain Qualitative Big data analytics  
Clavé (2015)
Dimitrios and Other Qualitative Social context mobile marketing 
Marie (2015)
Kladou and Turkey Qualitative Destination image  
Mavragani (2015)
Wattanacharoensil Cross- Qualitative Stakeholder perspective  
and Schuckert country
(2015)
Blichfeldt and Denmark Qualitative Viral marketing   
Smed (2015)
Zavattaro et al. USA Qualitative Absorptive capacity  
(2015)
Hudson et al. (2015) USA Quantitative Attachment theory, interactivity  
theory and e-WOM framework
(continued)
 Fieldwork Five main constructs of TTF theory
Authors and country/ Research Task Technology Technology Performance
publication year region method Analytical framework characteristics characteristics TTF use impacts

Liu and Park Cross- Mixed Perceived usefulness  

(2015) country
Oz (2015) Turkey Quantitative Technology utilization 
Kim et al. (2015) South Quantitative TTF, customer satisfaction and    
Korea contingency theory
Nina et al. (2014) Australia Qualitative Stakeholder perspective  
Munar et al. (2014) Cross- Quantitative Motivation theory and social   
country capital
Tomas and Elena Spain Quantitative Modified balanced scorecard and  
(2013) stakeholder perspective
Svetlana and Peru Quantitative Postcolonial theory  
Fangzi (2013)
Stephanie et al. Cross- Quantitative Destination marketing  
(2013) country
Hudson and Thal Other Qualitative Decision-making process  
(2013)
Leung et al. (2013) Other Qualitative Stakeholder perspective  
Huang (2012) Taiwan Mixed Competitive advantage  
Mansson (2011) Other Qualitative Convergence theory  
Xiang and Gretzel USA Qualitative Technology utilization  
(2010)

Note: *According to the big five trait model, the basic structure of personality comprises five characteristics, namely, neuroticism, extraversion,
openness-to-experience, agreeableness and conscientiousness
social media

2713
marketing

Table A1.
Analysis of

use for
IJCHM Appendix 3
32,8
Journal name (Number)
Annals of Tourism Research (5)
2714 Asia Pacific Journal of Tourism
Research (4)
Cornell Hospitality Quarterly (1)
Current Issues in Tourism (4)
International Journal of
Contemporary Hospitality
Management (12)
International Journal of
Hospitality Management (4)
International Journal of Tourism
Research (2)
Journal of Destination Marketing
and Management (9)
Journal of Hospitality Marketing
and Management (6)
Journal of Hospitality and
Tourism Management (2)
Journal of Hospitality and
Tourism Research (2)
Journal of Sustainable Tourism (3)
Journal of Tourism and Cultural
Change (1)
Journal of Travel and Tourism
Marketing (15)
Journal of Travel Research (6)
Journal of Vacation Marketing (5)
Table A2.
Journal name and Scandinavian Journal of
Hospitality and Tourism (2)
number of retrieved
articles
References
Villamediana et al. (2019); Ivanov et al. (2018); Williams et al.
(2017); Amaro et al. (2016) and Mansson (2011)
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and Huang (2012)
Yuan et al. (2018)
Scholtz and Kruger (2019); Litvin and Dowling (2018); Cheng
and Edwards (2015) and Stephanie et al. (2013)
Mariani et al. (2019), Kandampully et al. (2018); Lo and Fang
(2018); Ge and Gretzel (2018); Litvin et al. (2018); Dieck et al. (2018);
Kennelly (2017); Kim and Park (2017); Sotiriadis (2017), Torres
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Morosan and DeFranco (2019), Aurora et al. (2018); Leung et al.
(2017) and Tomas and Elena (2013)
Ryden et al. (2019) and Kim et al. (2015)
Stoklosa et al. (2019); Lund et al. (2018), Kotoua and Ilkan (2017);
Usakli et al. (2017), Arminda and Sergio (2017); Sayira and
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Marie (2015) and Kladou and Mavragani (2015)
Yu (2019), Aydin (2019); Pino et al. (2019); Seric and Pranicevic
(2018); Tsiakali (2018) and Leung and Tanford (2016)
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Gruss et al. (2019) and Trunfio and Della Lucia (2019)
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and Prideaux (2016); Zhang and Gui et al. (2016) and Blichfeldt
and Smed (2015)
Styven and Wallstrom (2019) and Tomas et al. (2017)
(continued)
 Analysis of
Journal name (Number) References
social media
use for
Tourism Geographies (1) Avraham and Ketter (2017) marketing
Tourism Management (12) Giglio et al. (2019); Liu et al. (2019), Uchinaka et al. (2019);
Sebastian et al. (2018), Mariani et al. (2016); Shao et al. (2016);
Zavattaro et al. (2015); Hudson et al. (2015); Liu and Park (2015);
Munar and Jacobsen (2014); Svetlana and Fangzi (2013) and Xiang 2715
and Gretzel (2010)
Tourism Review (2) Leung et al. (2019) and Lamest and Brady (2019)
Tourist Studies (1) Liu et al. (2019) Table A2.

Corresponding authors
Hsien-Cheng Lin and Lian Zhang can be contacted at: lin19700711@126.com and linxianzheng0711@
126.com

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