Social media and tourism.

Abstract

Abstract This chapter has provided several frameworks to help readers understand the social media landscapes and the functions of social media platforms. We have explored the importance and features of eWOM as an influential source of information for travelers. Our discussion of the social media platforms has highlighted opportunities for travel organizations. In the final part of this chapter we emphasize that despite all the hype surrounding social media, travel organizations need a strategic approach to these technologies. Planning is required to integrate social media with other marketing channels, to monitor the results of social media efforts and to help the organization to capitalize on the opportunities provided by these new media.