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Beyond Reviewing: Uncovering the Multiple Roles of Tourism Social Media Users

Mkono, M and Tribe, J (2016) Beyond Reviewing: Uncovering the Multiple Roles of Tourism Social Media Users Journal of Travel Research.

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Abstract

Existing research on tourism social media users rarely extends beyond their role as appraisers of tourism and hospitality products. Such research fails to identify the different modes of experience and behavior that these users assume in their cyberspace interactions. This article demonstrates that user interactions entail much more than evaluating products. Using data from TripAdvisor, it identifies five additional user roles that define their experience and comportment online: troll, activist, social critic, information seeker, and socialite. Adopting a netnographic approach, these categories are interrogated to provide a more nuanced understanding of the online user experience in tourism social media space. Further, for each role, we glean the implicit uses and gratifications users seek from using the media. It is argued that the combined enactment of these roles creates a rich repository of experiential narratives that tourism businesses and destination managers can tap into for insights into the modern tourism consumer.

Item Type: Article
Subjects : Hospitality and Tourism Management
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
AuthorsEmailORCID
Mkono, MUNSPECIFIEDUNSPECIFIED
Tribe, JUNSPECIFIEDUNSPECIFIED
Date : 7 March 2016
Identification Number : 10.1177/0047287516636236
Related URLs :
Additional Information : Copyright 2016 Sage Publications
Depositing User : Symplectic Elements
Date Deposited : 16 Mar 2016 16:06
Last Modified : 16 Mar 2016 16:06
URI: http://epubs.surrey.ac.uk/id/eprint/810212

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