Social Media as a Channel of Constructive Dialogue for Tourism Businesses

Abstract

The main aim of this chapter is to examine and suggest the ways in which tourism businesses could take advantage of social media (SM) as a channel of interactive communication and constructive dialogue with customers. More specifically, it examines the potential contribution and possible uses of SM by tourism providers in acquiring customer feedback. It is based on extensive reviews of literature and business reports. It takes a strategic and operational marketing perspective to analyze the potential contribution of SM from the point of view of tourism providers. SM are regarded as a source of, and medium for, interactive communication with customers.