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Online social networking: redefining the human web

Michael L. Kasavana (School of Hospitality Business, Michigan State University, East Lansing, Michigan, USA)
Khaldoon Nusair (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Katherine Teodosic (School of Hospitality Business, Michigan State University, East Lansing, Michigan, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 12 March 2010

5779

Abstract

Purpose

Although the inplementation of online social networking (OSN) within the hospitality industry is relatively new, its parameters possess unique implications for hospitality industry constituencies including guests, staff members, and management. The purpose of this paper is to examine the evolution, scope and types of online social networks and potential implications for hospitality businesses.

Design/methodology/approach

This paper is based on an in‐depth review of literature, including intended and unintended consequences of social media.

Findings

While social networking can assist a hospitality firm in strengthening guest loyalty and satisfaction, it may also expose itself to unfair criticism and unfounded speculation. In addition, some hospitality firms have sponsored coworker sites in an attempt to incentivize interactivity by encouraging peer‐to‐peer and staff‐to‐administrator participation, only to risk exposure of negative relationships and strained working conditions.

Research limitations/implications

The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation.

Originality/value

The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation.

Keywords

Citation

Kasavana, M.L., Nusair, K. and Teodosic, K. (2010), "Online social networking: redefining the human web", Journal of Hospitality and Tourism Technology, Vol. 1 No. 1, pp. 68-82. https://doi.org/10.1108/17579881011023025

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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