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TOURISM&CREATIVE INDUSTRY WORKSHOP
Sustainable tourism, cultural tourism, creative tourism, culinary tourism, heritage & tourism
209
1
Universitat Politécnica de València ETSINF
elgrapui@inf.upv.es
2
Departamento de Organización de Empresas,
edificio 7D
Cno. de Vera s/n, Universidad Politècnica
46022 Valencia
jvoltra@omp.upv.es
Use of social networks in the tourism sector:
SWOT
Elena Granja Puig
1
, Juan Vte. Oltra Gutiérrez
2
Keywords: tourism, web 2.0, SEO, SEM, social networking.
Study of Strengths, weaknesses, opportunities and threats, focused on a
holi-day apartment rental SME. In the following research paper, we have
made a SWOT analysis regarding a company of the tourism sector (RealRent
Servicios Residenciales y turisticos), concerning its use of the new IT (web
2.0), and changes in its marketing strategies. We will particularly focus on
the company’s use of popular social networks such as Facebook, Twitter and
LinkedIn in order to communicate with its clients in each and every step of their
journey. We have also created an inventory of the differ-ent methods used
to commercialize its touristic products and also increase customer loyalty.
This way, they create a feedback process with them. Therefore, we will ana-
lyze how this company creates and reinforces its foundations through web’s
evolution 2.0. This development has increased the trust among people, who
now not only listen to famous and influent people. Indeed, it is necessary
to listen to users through social networks instead of focusing on positioning
itself on the different search engines, and at the same time, the company
controls its reputation online. RealRent Servicios Resi-denciales y Turisticos is
an old construction company which was converted into an apartment rental
company after the subprime crisis. Until now its strategy has only been based
on promoting its products on online travel agencies. From the moment the
marketing department invested in search engine optimization techniques, the
company has been attracting more and more clients from other online travel
agencies.