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

Pernille Rydén, Efthymia Kottika, Muhammad Hossain, Vatroslav Skare, Alastair M. Morrison*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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.
Original languageEnglish
JournalInternational Journal of Tourism Research
Volume22
Issue number1
Pages (from-to)108-119
ISSN1099-2340
DOIs
Publication statusPublished - 2020

Keywords

  • Consumer empowerment
  • Copenhagen Zoo
  • Negative customer emotions
  • Marketing management
  • Social media storm (SMS)
  • Tourist attraction branding

Cite this

Rydén, Pernille ; Kottika, Efthymia ; Hossain, Muhammad ; Skare, Vatroslav ; Morrison, Alastair M. / Threat or treat for tourism organizations? The Copenhagen Zoo social media storm. In: International Journal of Tourism Research. 2020 ; Vol. 22, No. 1. pp. 108-119.
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Threat or treat for tourism organizations? The Copenhagen Zoo social media storm. / Rydén, Pernille; Kottika, Efthymia; Hossain, Muhammad; Skare, Vatroslav; Morrison, Alastair M.

In: International Journal of Tourism Research, Vol. 22, No. 1, 2020, p. 108-119.

Research output: Contribution to journalJournal articleResearchpeer-review

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AU - Skare, Vatroslav

AU - Morrison, Alastair M.

PY - 2020

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KW - Copenhagen Zoo

KW - Negative customer emotions

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