Threat or Treat for Tourism Companies?

Pernille Rydén, Efthymia Kottika, Muhammad Hossain, Vatroslav Skare, Alastair M. Morrison

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    Abstrakt

    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.
    OriginalsprogEngelsk
    Tidsskriftinternational journal of Tourism Research
    Vol/bind22
    Udgave nummer7
    Sider (fra-til)108-119
    ISSN1522-1970
    DOI
    StatusUdgivet - aug. 2019

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