The Effect of Social Media Networking in the Travel Industry

Abstract

Many travelers have at least one account in one of the popular social media networking websites or applications (Facebook, Twitter, Flickr, Instagram). Airlines and travel agencies often encourage their customers to use their personal profile to (1) either interact with the company directly or (2) participate in online discussions with other users about that company. The use of social media for the purpose of interacting with travel industry companies and other travelers has created multiple online communities. The travel industry is using these online communities as a new advertising and communication channel to reach customers, thus serving both as a customer service and innovative marketing tool. The multidisciplinary nature of this chapter identifies under-researched areas and sheds new light in the way that connected passengers search for travel-related information. The authors explore how connected passengers develop a sense of belonging in social media networking websites.