Whang, Y., Koutroumanis, D. A., & Brownlee, A. (2013). Developing Social Media Promotional Strategies in the Casual Dining Restaurant Industry: A Case Analysis of Montegro's Italian Grille. Journal of Business and Entrepreneurship, 25(1), 141-158.
This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences. The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the "digitization of word of mouth" via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues.