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

By Stephen Burgess, Carmine Sellitto, Carmen Cox and Jeremy Buultjens


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

Topics: Consumer generated media, small tourism enterprises, strategy, framework, Business
Publisher: ePublications@SCU
Year: 2015
DOI identifier: 10.1002/jtr.2008
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Provided by: ePublications@SCU
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