New Media: Connecting with Guests throughout the Travel Experience
Pearo, Lisa Klein; Carroll, Bill
[Excerpt] As the use of social media expands, you must stay abreast of the increasing array of communications media options for how and when to reach your guests. We refer to new media as those that extend the boundaries of traditional mass media and direct mail communications. These new media include Internet-based technology platforms that incorporate online banner and search-engine advertising, as well as social media and mobile media. This chapter explains how these new media options have affected your marketing communications.
Cornell University School of Hotel Administration; hospitality management; social media; advertising
Required Publisher Statement: © Wiley. Final version published as: Pearo, L. S., & Carroll, B. (2011). New media: Connecting with guests throughout the travel experience. In M. C. Sturman, J. B. Corgel, & R. Verma (Eds.), The Cornell School of Hotel Administration on hospitality: Cutting edge thinking and practice (pp. 370-387). Hoboken, NJ: Wiley. Reprinted with permission. All rights reserved.