Beyond the virtual

Hospitality and ‘breathing’ social networks

Authored by: Stine Linde , Ioannis S. Pantelidis

The Routledge Handbook of Hospitality Management

Print publication date:  March  2014
Online publication date:  March  2014

Print ISBN: 9780415671774
eBook ISBN: 9781315814353
Adobe ISBN: 9781317804246


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During the past decade the world has witnessed the emergence of social networking sites (SNS), which now seem a not-so-new form of web application that allows users to create a public profile and name a list of other users with whom they share a connection, hence creating a personal network evolving around themselves. Social networking has revolutionized how we communicate and share information. Consumers are engaging with each other across borders and globalization has given corporate communication a whole new meaning. Social networking sites are being used regularly by millions of people, and this makes them very interesting to marketers. According to Nimetz (2007), major uses for businesses and social media include creating brand awareness and their application as an online reputation management tool. However, experience shows that while some hospitality and event marketers are very successful in creating the right buzz around an event and attracting a lot of people through SNS like Facebook, others fail drastically (Waters et al., 2009).

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