Analysis of effective digital communication in travel blog business models
Madriz, Stefanie (Universitat Abat Oliba CEU)
Tejedor, Santiago (Universitat Autònoma de Barcelona)

Fecha:	2020
Resumen:	The tourism industry has been affected dramatically by the appearance of the Web 2. This research aims to perform a clear and measurable evaluation of a varied sample of ten of these travel blogs and their application of the Web 2. 0 attributes in order to present a potential set of guidelines to be applied by future blogs. The study is based on an in depth comparative analysis of various metrics related to the blogs' profile, content, website performance/usability, social media, and marketing usage, with the help of different tables that were created for each of these sections. The results are later combined with the expert opinion of five different travel, journalism, and/or digital communication professionals. It is anticipated that travel blogs that operate as businesses utilize the Web 2. 0 tools and informative attributes not only in their content, but also in their distribution, design, and digital ecosystems.
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.
Lengua:	Anglès
Documento:	Article ; Versió publicada
Publicado en:	Communication & Society, Vol. 33 Núm. 4 (2020) , p. 75-87, ISSN 2386-7876

Adreça alternativa: https://revistas.unav.edu/index.php/communication-and-society/article/view/37553
DOI: 10.15581/003.33.4.75-87

13 p, 397.3 KB

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