Perceptions and strategies of hospitality and tourism practitioners on social media : an exploratory study

J.K. Ayeh, D. Leung, Norman Au, Chun Hung Roberts Law

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic research


The potential benefits of social media for the promotion of hospitality and tourism businesses have been well acknowledged in the existing literature. Most studies have, however, examined social media use and perceptions from consumers’ perspective. There is limited research addressing how service providers perceive and employ social media to influence the consumer’s decision making process. Using in-depth interviews with hospitality and tourism practitioners in Hong Kong, this study explores practitioners’ perceptions regarding social media and examines the strategies being applied in engaging social media to influence consumers’ decision making. The findings reveal that practitioners generally understand what social media represent and recognise their potential for business promotion as well as inherent challenges. Furthermore, they employ various social media applications and strategies in attempting to influence consumers’ decision making process. The findings hold implications for both practitioners and researchers.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2012 : proceedings of the International Conference in Helsingborg, Sweden, January 25-27, 2012
Number of pages12
ISBN (Electronic)3709111420, 9783709111420
ISBN (Print)9783709111413
Publication statusPublished - 2012
EventInternational Conference on Information and Communication Technologies in Tourism -
Duration: 1 Jan 2012 → …


ConferenceInternational Conference on Information and Communication Technologies in Tourism
Period1/01/12 → …


  • Social media
  • Web 2.0
  • Practitioners
  • Consumers’ decision making process

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