Social Media as a Source of Customer Knowledge – Potential and Limitations
Ładowanie...
Data
2017
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
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.
Opis
Słowa kluczowe
knowledge acquisition, social media, customer knowledge, tourism industry
Cytowanie
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