Social software practices on the internet

The findings indicate that, with proliferation of blogs, message boards and other such sites, hotels are increasingly losing control over what gets written about them online and it is important to be aware of the trend and have strategies in place to deal with the fast emerging medium of information sharing.

Abstract

Purpose – The aim of this paper is to gain insight into the implications of the proliferation of social software like blogs, message boards and consumer review sites, etc. and its consequences for the hotel industry.