Title

Strategies for adopting consumer-generated media in small-sized to medium-sized tourism enterprises

Date of this Version

9-1-2015

Document Type

Journal Article

Publication Details

Citation only

Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2015). Strategies for adopting consumer-generated media in small-sized to medium-sized tourism enterprises. International Journal of Tourism Research, 17(5), 432-441.

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Copyright © 2014 John Wiley & Sons, Ltd.

2015 HERDC submission

ISSN

1099-2340

Abstract

Consumer-generated media (CGM) are created when consumers submit, review or respond to online content. The bulk of research into CGM has focussed upon its use by consumers, with less research examining the use of CGM by small businesses. This article discusses small business sector use of online technologies such as CGM, concentrating on tourism small businesses as a key industry sector affected by CGM activities. A CGM ‘strategy’ framework, developed from an existing small business strategy framework, is proposed. This serves as a practical tool for developing CGM strategies and as a theoretical foundation for conducting research into the use of CGM.

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This document has been peer reviewed.