Threat or Treat for Tourism Companies?

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

    Research output: Journal Article or Conference Article in JournalJournal articleResearchpeer-review


    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.
    Original languageEnglish
    Journalinternational journal of Tourism Research
    Issue number7
    Pages (from-to)108-119
    Publication statusPublished - Aug 2019


    • consumer empowerment
    • Copenhagen Zoo
    • negative customer emotions
    • marketing management
    • social media storm
    • tourist attraction branding


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