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Threat or treat for tourism organizations? The Copenhagen Zoo social media storm

Threat or treat for tourism organizations? The Copenhagen Zoo social media storm

Rydén, Pernille, Kottika, Efthymia, Hossain, Muhammad Ismail, Škare, Vatroslav and Morrison, Alastair M. (2019) Threat or treat for tourism organizations? The Copenhagen Zoo social media storm. International Journal of Tourism Research. ISSN 1099-2340 (Print), 1522-1970 (Online) (doi:https://doi.org/10.1002/jtr.2322)

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Abstract

Social media have emerged as a game changer for tourism by empowering consumers to collectively approve or oppose organizational behaviors. When consumers rise against organizations, social media storms (SMSs) can be an outcome. This research proposes a conceptual framework to help tourism organizations understand SMSs and to guide more effective decision making. Contextualized by a case study of the Copenhagen Zoo, it is shown how and why SMSs are an expression of negative consumer empowerment that brings challenges as well as opportunities. As demonstrated, an SMS can lead to a helix for value creation for the organization, consumers, and society.

Item Type: Article
Additional Information: This is the accepted version of the following article: Rydén, Pernille, Kottika, Efthymia, Hossain, Muhammad Ismail, Škare, Vatroslav and Morrison, Alastair M. (2019) Threat or treat for tourism organizations? The Copenhagen Zoo social media storm. International Journal of Tourism Research. ISSN 1099-2340 (Print), 1522-1970 (Online), which has been published in final form at [https://doi.org/10.1002/jtr.2322]. This article may be used for non-commercial purposes in accordance with the Wiley Self-Archiving Policy [http://www.wileyauthors.com/self-archiving].
Uncontrolled Keywords: social media storm (SMS), tourist attraction branding, consumer empowerment, negative customer emotions, marketing management, Copenhagen Zoo
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 30 Sep 2019 15:55
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/24869

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