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  • Consumer empowerment in the hospitality industry

    Author(s)
    Ladsawut, J
    Nunkoo, R
    Griffith University Author(s)
    Nunkoo, Robin
    Year published
    2018
    Metadata
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    Abstract
    Power plays a significant role in Web interactivity. Traditionally, marketers had control over their communication channels as they created and distributed messages to consumers through offline platforms. As a consequence to a shift in adoption in technology, marketers now create content online and engage their audience on social media platforms. This study outlines the rationale behind tourist motivation to increased usage of social media followed by an overview of shifts in technology adoption. In addition, implications for hospitality marketers are highlighted in view of reshaped practices following the social media revolution.Power plays a significant role in Web interactivity. Traditionally, marketers had control over their communication channels as they created and distributed messages to consumers through offline platforms. As a consequence to a shift in adoption in technology, marketers now create content online and engage their audience on social media platforms. This study outlines the rationale behind tourist motivation to increased usage of social media followed by an overview of shifts in technology adoption. In addition, implications for hospitality marketers are highlighted in view of reshaped practices following the social media revolution.
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    Book Title
    The Routledge Handbook of Destination Marketing
    DOI
    https://doi.org/10.4324/9781315101163-37
    Subject
    Tourism
    Publication URI
    http://hdl.handle.net/10072/385233
    Collection
    • Book chapters

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