These findings suggest that companies should actively encourage social media participation and create online communities to enhance the preexperience phase of travel. Hotels, airlines and event organizers could share planning tips, highlight customer stories and foster connections that turn anticipation into a memorable part of the journey.
Offering incentives to top contributors, encouraging photo and video sharing, and engaging with customer posts can make the journey as enjoyable as the destination itself. By embracing every stage — from planning to reminiscing — companies can create a memorable experience from start to finish.
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This article was written by Mark R. Gleim, associate professor of marketing, Auburn University; Jennifer L. Stevens, associate professor of marketing and international business, University of Toledo, and Stacie Waites, assistant professor of marketing, University of North Carolina Wilmington
This article is republished from The Conversation under a Creative Commons license. Read the original article.
