Social media has changed how both individuals and organizations communicate and interact online. It is argued that social media has had major effects on the hospitality and tourism industry, changing how organizations market themselves, provide service and create relationships with customers. Over- all, there is little empirical evidence on how and why organizations use social media. Existing re- search is rather fragmented, focusing on specific social media use such as marketing or internal communication. More research with a holistic view on social media usage is therefore needed. The present study investigates how 14 hotel organizations in seven European countries within an international hotel chain use social media and what effects the use has on the organizations. The result shows that the hotels use social media for both internal and external communication. However, there is a large focus on managing User-Generated Content
Högberg, Karin, "Exploring How Hotel Organizations Use Social Media – An International Qualitative Study" (2017). MCIS 2017 Proceedings. 26.