Abstract
Social media have emerged as a game changer for tourism by empowering consumers to collectively approve or oppose organizational behaviors. When consumers rise against organizations, social media storms (SMSs) can be an outcome. This research proposes a conceptual framework to help tourism organizations understand SMSs and to guide more effective decision making. Contextualized by a case study of the Copenhagen Zoo, it is shown how and why SMSs are an expression of negative consumer empowerment that brings challenges as well as opportunities. As demonstrated , an SMS can lead to a helix for value creation for the organization, consumers, and society.
Originalsprog | Engelsk |
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Tidsskrift | international journal of Tourism Research |
Vol/bind | 22 |
Udgave nummer | 7 |
Sider (fra-til) | 108-119 |
ISSN | 1522-1970 |
DOI | |
Status | Udgivet - aug. 2019 |
Emneord
- consumer empowerment
- Copenhagen Zoo
- negative customer emotions
- marketing management
- social media storm
- tourist attraction branding