Consumer empowerment in the hospitality industry

Authored by: Jeynakshi Ladsawut , Robin Nunkoo

The Routledge Handbook of Destination Marketing

Print publication date:  April  2018
Online publication date:  April  2018

Print ISBN: 9781138118836
eBook ISBN: 9781315101163
Adobe ISBN:


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Power plays a significant role in Web interactivity. Traditionally, marketers had control over their communication channels as they created and distributed messages to consumers through offline platforms. As a consequence to a shift in adoption in technology, marketers now create content online and engage their audience on social media platforms. This study outlines the rationale behind tourist motivation to increased usage of social media followed by an overview of shifts in technology adoption. In addition, implications for hospitality marketers are highlighted in view of reshaped practices following the social media revolution.

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