The Effect of Social Media Networking in the Travel Industry

The Effect of Social Media Networking in the Travel Industry

Androniki Kavoura (Technological Educational Institute of Athens, Greece) and Efstathios Kefallonitis (State University of New York at Oswego, USA)
Copyright: © 2018 |Pages: 12
DOI: 10.4018/978-1-5225-2255-3.ch351

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The Role Of Culture In The Implementation Of Social Media Usage

Social sensitivities need to be taken into consideration when online social networks and online communities are created. Customs, social norms and traditions sometimes dictate what is socially acceptable or not in an online community. Community is best understood as a sense of (or belief in) group commonality. Online communities are products of culture and reflect certain practices or acts exercised within that culture. Examples include ways of naming a community. Hofstede (1980) argued that culture influences a human group’s response to its environment. Culture may determine dominant issues within a community.

Key Terms in this Chapter

Travel Industry: This is the industry that is responsible for the transportation of people and goods from one location to another. Travel may be defined as domestic or international and vary in duration. It can also be distinguished as business, recreational, or religious. Travel providers may include airlines, rail and coach operators among others.

Multi-Platform Social Media Advertising Campaign: Simultaneous integration of internet-based innovative communication tools that bring users together and advertise companies’ communication messages.

Online communities: Online groups of connected individuals of similar interests, ideas, beliefs and habits.

Connected Passenger: A passenger who uses Internet-based technology to acquire travel-related information directly through the service provider (airline, hotel) or indirectly through online-communities (Twitter, Facebook).

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