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Kopera Sebastian (Jagiellonian University, Poland)
Social Media as a Source of Customer Knowledge - Potential and Limitations
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 207-217, rys., bibliogr. 30 poz.
Media społecznościowe, Gromadzenie wiedzy, Przemysł turystyczny, Zarządzanie wiedzą klienta
Social media, Knowledge acquisition, Tourism industry, Customer Knowledge Management (CKM)
Social media is gaining popularity as a rich and important source of knowledge about customers and markets. However, tourism organizations utilize its potential only to a limited degree. The goals of the presented text are: to explain this potential and to analyze barriers to the acquisition of customer knowledge by tourism organizations. A literature review will be applied along with the analysis of empirical data from one tourism institution and six business companies, to achieve those goals. (original abstract)
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