Social Media as a Source of Customer Knowledge – Potential and Limitations
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Wyższa Szkoła Biznesu - National Louis University in Nowy Sącz and Foundation for the Dissemination of Knowledge and Science “Cognitione”
Abstrakt
Social media is gaining popularity as a rich and important source of
knowledge about customers and markets. However, tourism organizations
utilize its potential only to a limited degree. The goals of the presented text
are: to explain this potential and to analyze barriers to the acquisition of
customer knowledge by tourism organizations. A literature review will be
applied along with the analysis of empirical data from one tourism institution
and six business companies, to achieve those goals.
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Business and non-profit organizations facing increased competition and growing customers' demands : volume 16 : proceedings of the 16th Conference: Tomaszowice, Poland, 19-20 June 2017. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU ; Nowy Targ : Foundation for the Dissemination of Knowledge and Science “Cognitione”, 2017. S. 207-217
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