Tourism Social Media: Transformations in Identity, Community and Culture: Volume 18

Tourism studies have conceptualized social media as artifacts and networks of tangible objects based on neat distinctions and categorizations. These neat ontological distinctions and categorizations have been discussed within the academic field of actor-network theory. Several scholars have most significantly investigated the spatialities of messier ways of conceptualizing and approaching societal objects and the trajectories of societal phenomena. Efforts are being made to widen the ontological register that has traditionally dominated social science research, including tourism studies. The purpose of this chapter is to address and problematize the social media pertaining to tourism, focusing on a research project as analytical and methodological lens.

This chapter addresses emerging social media cultures and socio-technical practices through the theoretical lens of Theory of Communicative Action. This conceptual scene is used to explain the interplay between social media and tourism. It analyzes the paradoxical role of interactive technologies as forces for the reproduction and transformation of this industry. The chapter discusses processes of colonization of personal relations and life-spaces. The analysis shows the ambivalent potential of tourism social media as communicative technologies for emancipation but also as tools for hierarchization, control, and exploitation. Finally, further theoretical examination of technological development and tourism practices is sought.

The majority of scholarly contributions in tourism social media have focused on assisting practitioners to optimize online platforms or to describe the digital behavior of prospective individual tourists. These studies are dominated by mechanistic ontological frameworks, which take little notice of the inherently social nature of tourism consumption. Acknowledging the sociality of Web 2.0 communications, this chapter explores the potentials of an alternative analytical framework informed by symbolic convergence theory. The linkages between tourism social media, virtual communities, and symbolic convergence processes are illustrated by examples of postings taking place on the Facebook fan site of Roskilde festival. These examples highlight the significance of symbolic communities in shaping the visitor experience against the backdrop of contemporary consumer culture.

Studies about destination image have been discussed extensively in the literature due to its impact on tourist behavior. Despite the significant number of contributions, existing models are outdated in the context of globalization. This chapter synthesizes relevant literature and evaluates the effects of social media on destination image formation. Built on the seminal work by Gartner and that of Tasci and Gartner, the chapter extends the existing understanding with a conceptual model. The construct posits that, with the social media sites as the agent, an overall conative image of a destination can be formed by the overlap of provision and evaluation of cognitive and affective information by and among suppliers, consumers, and third parties.

Sustainable development of tourism depends on the fragile balance between its fast growth and the tendency to “consume” its own life support systems: nature, culture, and communities. Finding equilibrium between the two conflicting aspects requires a shared rule making, which is seldom encountered, especially in tourism-centric approaches. The emergent new technologies, and particularly the evolution of social media, seem to offer a neutral ground that favors open participation and stakeholder dialogue. This chapter explores the employment of social media by individual users of TripAdvisor and by institutional actors (destination organizations) as platforms for initiating stakeholder dialogues that focus on sustainable tourism. The findings show that individual and institutional actors are slow in adopting social media as a means to discuss the sustainability of tourism.

This chapter outlines opportunities for designing place-based or localized social media services and technologies for tourist settings. Following an exploration of how ephemeral, collaborative social networks emerge, consideration is given to understanding tourist places in terms of networking and socialization. In the field of information technology design, there are many examples of experimental mobile, location-based services that provide informational overplays for tourism sites and generally seem to merely replicate the functions of guidebooks or online information services. However, viewing the performance of tourism through a lens that emphasizes place-making as a social practice could inspire the innovation and design of new mobile social technologies to enrich tourist places and interactions.

This chapter focuses on the importance of social media for pop culture fans. A web survey for fans of the Twilight Saga is implemented, using the concepts of cognitive, affective, and evaluative social identity and personal, product, and situational involvement. The purpose is to examine to what degree social identity and involvement can explain pop culture fans’ future intention to travel, make recommendations to others, and use social media. Findings show that pop culture fans use social media to a large extent and that these means are important for making decisions about traveling and event participation. Moreover, the chapter shows that involvement dimensions are more important than social identity dimensions to explain future intention to travel, to recommend to others, and to use social media.

Reviews of Ground Zero, New York on TripAdvisor show a diversity of interpretations. Amidst the cacophony of voices, there is communication and a semblance of community. This sense of community—despite the lack of strong coherent and consistent views, a plethora of diverse topics, and heterogeneous perspectives—is brought together and built on chronotopic (time–space) structures. Drawing inspiration from Bakhtin’s chronotopes, this chapter shows how spatial and temporal structures are negotiated. The negotiation processes demonstrate that tourists now have a global platform to communicate and are able to stake claims of legitimacy to interpreting foreign heritage. Thus tourists are layering new meanings on historical sites and are contributing to the rewriting of local histories, all as part of glocalization.

This chapter studies crisis communication within the backdrop of tourism social media. The Scandinavian airline SAS is chosen as a case study due to the recognition of the airline’s social media presence during the 2010 ash cloud crisis. The study relies on netnographic and content analysis methods to examine Facebook postings throughout the life-cycle stages of the crisis as well as an interview with a social media representative at the airline. The social mediated crisis communication model is applied to situational crisis communication theory, and the findings show that social media provide a beneficial channel during a crisis. However, it is necessary for organizations to recognize stakeholders’ needs during a crisis as social media presence alone does not ensure success.

This chapter explores how the adoption of Web 2.0 social media platforms as information communications technology (ICT) innovations is impacting organizational design, culture, and human resource management (HRM) in events. Individuals responsible for the development and implementation of social media in 12 event organizations were interviewed regarding its adoption and how it impacts work in their organizations. Three types of innovation adopters were identified: spontaneous activists, spontaneous reactors, and organized initiators. The findings demonstrate that the use of social media in event organizations is impacting event workers by creating role overload and ambiguity. This chapter discusses implications for event organizations and their employees in terms of HRM policy, performance management, workforce skill development, recruitment, and retention.

In recent years, festivals have become prominent events in many cities throughout Europe, playing a crucial role in improving the image of the host city and enhancing its attractiveness to tourists. Festivals are temporary organizations with a short-lived and intermittent nature. Such features could raise several challenges in terms of maintaining a festival’s identity and its attendees’ identification during the periods of inactivity. Drawing on the literature on temporary organizations, organizational identity, and social identification, this chapter investigates how festivals can communicate their central and stable characteristics to audiences by adopting Web 2.0-based communication strategies. To explore this issue, the chapter illustrates the case of an Italian festival, Fotografia Europea, which has changed its communication strategy from a more traditional approach to a Web 2.0-based one.

The term “social media” generally refers to the multi-point creation and distribution of electronic communication. It is understood in opposition to broadcasting. This chapter explains the history of media studies as a means of comprehending these newer media in the context of tourism. They need to be studied in the light of existing media, even as we seek a new form of truly interdisciplinary work that brings existing approaches together. Taking its agenda from social movements as well as intellectual ones, and its methods from social sciences and humanities, Media Studies 3.0 should focus on gender, race, class, sexuality, sustainability, and pleasure across national lines—an apt setting for those working on tourism.

This chapter analyzes the subject of critical digital tourism studies and envisions an agenda for technology research and education. Inspired by the insights of this book and the work of scholars in digital humanities and communication (Baym, 2010; Hayles, 2012), the study presents “embedded cognition” as a framework to comprehend the interdependencies between people’s actions and discourses, and technological affordances. It introduces the concept of “turistus digitalis,” discusses theories for conceptualizing society and technology relations, and examines the challenges of transdisciplinarity. This investigation contributes to increasing research reflexivity in understanding how tourism is enacted through digital worlds and how digital technologies evolve through tourism practices.