Social Media and the Hospitality Industry: Holding the Tiger by the Tail
No Access Until
Hospitality industry executives and managers have been scrambling to work through the ever-shifting maze of social media, with a goal of staying in greater touch with customers, strengthening brands, and improving sales. Presentations and panel discussions at the 2010 Cornell Hospitality Research Summit, held at the Cornell University School of Hotel Administration, made clear both the remarkable potential of a well-drawn social media strategy and the hazards of ill-considered tactics. Without doubt, a customer relationship management strategy calls for hospitality firms to be active in social media, but the question remains regarding exactly what activity is appropriate, and what will offend consumers. In particular, hospitality operators must integrate their marketing efforts with social media—a process which will require new approaches to marketing.
Journal / Series
Volume & Issue
Cornell; hospitality; sustainability; green
Number of Workers
Based on Related Item
Has Other Format(s)
Part of Related Item
Link(s) to Related Publication(s)
Link(s) to Reference(s)
Previously Published As
Required Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher.