Jamie Murphy

Gender Differences in Instagram Hashtag Use

ABSTRACT This article draws on two theories—uses and gratification and the James–Lange theory of emotion—to investigate gender differences in Instagram hashtag use. The study content analyzes 1,382 Instagram posts with the hashtag #Malaysianfood and categorizes them as informative/emotional and positive/negative. The results show that compared to male users, female users tend to use emotional and positive hashtag descriptions. This study also finds a positive relationship between the number of hashtags used and both the number of followers and likes. Finally, the results suggest a high satisfaction with Malaysian foods based on the number of positive and negative hashtags. Academically, this study adds to the limited Instagram and hashtag literature, expands the online gender behavior literature to hashtags, and introduces hashtag sentiment to measure user satisfaction. Companies should consider gender preferences in Instagram, and other social media, hashtag use to attract and keep target customers.

Chapter 20 The Hajj

The chapter explores authenticity by proposing a 360-degree perspective based on tourism and philosophy literature. The Islamic religious pilgrimage or Hajj serves as an exemplary case for a proposed model. It merges theories of authenticity into a 360-degree multidimensional analysis. The dimensions are objective, constructive, existential, and commercial. Embracing authenticity as a multidimensional concept creates room for varying and valid authenticity perceptions, as well as validating the partnership of participants and producers as cocreators of value within the tourism experience.

Household Food Waste, Tourism and Social Media: A Research Agenda

Despite major and ongoing strides in sustainability research, food remains an under-researched area in tourism. Food plays an important and often contradictory tourism role, with positive personal experiences and negative sustainability consequences. This conceptual paper encourages dialog and begins a new sustainable tourism research stream exploring the intersections among household food waste, tourism and social media. The paper proposes four research agenda items and possible future research ideas. The findings give academics and practitioners practical and theoretical insights and implications for current and future ways, such as social media, to address household food waste in tourism.

Teaching Search Engine Marketing through the Google Ad Grants Program.

Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to

MOOCs in tourism and hospitality: a review

10,000 monthly in free advertising. A quasi-experiment revealed no differences between students using Ad Grants and traditional AdWords to run campaigns. Google Ad Grants can be a relevant, experiential, and promising way to help students develop skills, while simultaneously benefiting nonprofit organizations. The authors provide guidance for obtaining a grant and offer approaches for incorporating grants into learning experiences.

Massive Open Online Courses (MOOCs) in hospitality and tourism

ABSTRACT Massive Open Online Courses (MOOCs) have grown significantly and globally in less than ten years. However, practices and research in tourism and hospitality MOOCs remain nascent. This study proposes the MOOC Components Framework with six groups of course components: scaffolding, lectures, networking, collaboration, assessment, and affirmation. Drawing on this framework and a case study method, the study analyses 18 tourism and hospitality MOOCs from higher education institutions. The results highlight that: tourism and hospitality MOOC offerings lack diversity; the forum is the preferred communication tool; social media are comparatively underused; the discontinuity of MOOC instructors needs attention; and finally, littless multilingual support is available.