Social Networks

Creation of user-related content is what shapes our lives more and more. This happens through webpages like Wikipedia, Blogger.com, Facebook and many more Websites that allow collaboration through these channels. Web 2.0 is a term that was firstly triggered by Tim O'Reilly.

The Internet as it was changed and so did the communication amongst people. Facebook has developed to one of the most successful online communication channels worldswide and has shaped our society tremendously.

However, what needs to be understood is that these webpages can be a two-sided page. On the one hand they have serve as great marketing channels and closer contact to customers, and on the other hand the risk of negative eWom arised at the same time.

eWom can be translated as "electronic word of mouth". Due to the tight collaboration and user-generated contant that has been made available on Webpages, tourism organizations face difficulties with unsatisfied guest. This results in bad reputation for the company and due to the trust that users put in user-generated content, it will be harder that hotels like this will be booked more often.

Social Networks are of high importance for tourism organizations, so they have to act accordantly to fit the expectations of todays generation.