Kopera, Sebastian2019-04-152019-04-152017Business 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. 207-217978-83-949144-0-0http://hdl.handle.net/11199/10511Social 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.enopen accessAttribution-NonCommercial-NoDerivs 3.0 Polandknowledge acquisitionsocial mediacustomer knowledgetourism industrybookPart