Besides that, the highly interactive nature of social media websites like Facebook contain many unique and interesting features that make the interactions between the hotel organizations and the customers become more interesting and more efficient (McCarhty, Stock and Verma, 2010). ... There are many hotel organizations that have benefitted from investing in IT investments and they have managed to enjoy benefits such as increased productivity, reduced costs, and improvements in the value of products and services which the company offers to its customers (Ham, Kim and Jeong, 2005). ... This i...

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• Grade Level: Graduate