| By: |
Kopera, Sebastian;
Najda-Janoszka, Marta;
Wszendybył-Skulska, Ewa |
| Abstract: |
Purpose. To analyze the potential of selected social media tool – the youtube
channel – in supporting knowledge transfer and diffusion from institutions
that form tourism business environment to tourism enterprises. Method. The
analysis was based on a case study of the Irish National Tourism Development
Authority. The data used were obtained by applying the content analysis of 111
videos, including 36 webinar-publications directly aimed at the transfer of
knowledge to tourism businesses and other organizations active in the sector.
Content analysis was also used for comments and discussion related to these
publications. Findings. The study revealed the functional potential of
solutions existing in the social media environment from the perspective of
tourism business knowledge needs. The results show that such solutions, on an
example of youtube channel, can be effectively adopted by most of the tourism
business support institutions, including central institutions responsible for
developing the competitiveness of the tourism economy, regional and economic
self-governments, business associations. Research and conclusions limitations.
Formulated conclusions are limited by the specificity of the investigated
object and the conditions of the environment in which it operates. Practical
implications. Developed case study presents how to effectively use simple and
accessible tools for unblocking the channels of knowledge transfer to the
tourism industry. Originality. The analysis goes beyond the social media
marketing applications and fills the research gap concerning the use of these
solutions to transfer knowledge from the environment to the tourism business.
Type of paper. Research article. |
| Keywords: |
social media, risk, transfer of knowledge, intellectual capital, business environment, tourism industry |
| JEL: |
D83 L83 M15 M21 |
| Date: |
2014 |
| URL: |
http://d.repec.org/n?u=RePEc:pra:mprapa:60808&r=cul |