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)
DOI: 10.4018/978-1-5225-7766-9.ch040

Abstract

Many travelers have at least one account in one of the popular social media networking websites or applications (Facebook, Twitter, Flickr, Instagram). Airlines and travel agencies often encourage their customers to use their personal profile to (1) either interact with the company directly or (2) participate in online discussions with other users about that company. The use of social media for the purpose of interacting with travel industry companies and other travelers has created multiple online communities. The travel industry is using these online communities as a new advertising and communication channel to reach customers, thus serving both as a customer service and innovative marketing tool. The multidisciplinary nature of this chapter identifies under-researched areas and sheds new light in the way that connected passengers search for travel-related information. The authors explore how connected passengers develop a sense of belonging in social media networking websites.
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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.

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