Figure 1.
Figure 2.
Figure 3.
Travel agencies selected for the study_
| Travel agency name | Facebook page address | Revenue in 2023 (billion PLN) | Number of customers in 2023 (millions) |
|---|---|---|---|
| TUI Poland, Ltd. | https://www.facebook.com/TUIPoland/ | 4.05 | 1.13 |
| Itaka, Ltd. | https://www.facebook.com/itakapl/ | 4.00 | 0.98 |
| Rainbow, JSC | https://www.facebook.com/RainbowToursSA | 3.26 | 0.67 |
| Coral Travel, Ltd. | https://www.facebook.com/coraltravelpoland/ | 2.46 | 0.73 |
| Exim Tours, JSC | https://www.facebook.com/Exim.Tours.Polska/ | 0.73 | 0.22 |
| Grecos Holiday, Ltd. | https://www.facebook.com/Grecos.Holiday | 0.66 | 0.18 |
| Anex Poland, Orex Travel, Ltd. | https://www.facebook.com/anextourpl | 0.60 | 0.25 |
| Sun & Fun Holidays, Blue Style, Ltd. | https://www.facebook.com/Sun.Fun.Holidays | 0.27 | 0.08 |
| Rego-Bis, Ltd. | https://www.facebook.com/RegoBis | 0.12 | 0.05 |
| Best Reisen Group, Ltd. | https://www.facebook.com/BestReisenGroup | 0.10 | 0.04 |
Variables and their symbols used in content analysis_
| Categories of variables | Variable names and their symbols |
|---|---|
| Types of posts | Promotional posts (PP), Engaging posts (PA), Educational posts (EP) |
| Number of reactions for the post | Number of likes (LP), Number of comments (LK), Number of shares (LU) |
| Types of comments | Positive comments (PC), Neutral comments (EC), Negative comments (SC) |
| Dialogue | Number of responses to comments (LO) |