Social Media as a Channel of Constructive Dialogue for Tourism Businesses

Social Media as a Channel of Constructive Dialogue for Tourism Businesses

Marios D. Sotiriadis (University of South Africa (UNISA), South Africa)
DOI: 10.4018/978-1-5225-7766-9.ch043
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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.
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Background And Literature Review

The Internet has become the first-choice place for consumers to search for information on tourism destinations, as well as being the most important venue for marketing of tourism services (Benckendorff et al., 2014; Gretzel & Yoo, 2013; Law et al., 2014). The challenges and opportunities for tourism-related industries that arise from the digital environment are obvious in everyday business practice (Leung et al., 2013; Sigala et al., 2012).

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