The impact of Web 2.0 on hospitality : a case study on a boutique hotel

Abstract

In this study one can see how many theories explain that Web 2.0 has affected the hospitality industry in many way. Social Media sites can be used in order to reach a wider audience, understand the customer better, promote the hotel and also can show what is not working for the hotel. Social Media can also have negative impacts as this might be a threat to brand image if not taken care of. Negative comments posted on review sites may also push away potential customers Although we live in a society where social media is always around us, this work needs to be done by people who are trained at the job and who appreciate the benefits of social media. From the interviews made to the hotel chosen one can see that such hotel has still not manage to use social media to its full potencial.