In his doctoral thesis, Corné Dijkmans identified trends in the online interactive behaviour of the biggest Dutch tourism businesses and their presence on social media. Corné discovered that businesses are improving their reputation via social media by means of a ‘human’ conversation style.
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This doctoral research project was initiated with our help. We are also supporting two other doctoral research projects aimed at obtaining new insights into outbound tourism: organisational change in the travel industry and CSR as a driver of innovative capacity in the travel sector.