Consumer empowerment in the hospitality industry

Jeynakshi Ladsawut, Robin Nunkoo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationThe Routledge Handbook of Destination Marketing
PublisherTaylor and Francis
Pages480-487
Number of pages8
ISBN (Electronic)9781351588287
ISBN (Print)9781138118836
DOIs
Publication statusPublished - 1 Jan 2018
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • General Business,Management and Accounting

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