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Exploring How Hotel Organizations Use Social Media: An International Qualitative Study
University West, School of Business, Economics and IT, Division of Business Administration.ORCID iD: 0000-0002-1435-1632
2017 (English)In: MCIS 2017 Proceedings, Association for Information Systems, 2017, 26Conference paper, Published paper (Other academic)
Abstract [en]

Social media has changed how both individuals and organizations communicate and interact online. It is argued that social media has had major effects on the hospitality and tourism industry, changing how organizations market themselves, provide service and create relationships with customers. Over- all, there is little empirical evidence on how and why organizations use social media. Existing re- search is rather fragmented, focusing on specific social media use such as marketing or internal communication. More research with a holistic view on social media usage is therefore needed. The present study investigates how 14 hotel organizations in seven European countries within an international hotel chain use social media and what effects the use has on the organizations. The result shows that the hotels use social media for both internal and external communication. However, there is a large focus on managing User-Generated Content

Place, publisher, year, edition, pages
Association for Information Systems, 2017. 26
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
URN: urn:nbn:se:hv:diva-11980OAI: oai:DiVA.org:hv-11980DiVA: diva2:1172777
Conference
Mediterranean Conference on Information Systems (MCIS) 2017
Note

Online December 7 2017

Available from: 2018-01-10 Created: 2018-01-10 Last updated: 2018-01-10Bibliographically approved

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Högberg, Karin

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