Chapter 6: Sustainability and Tourism Social Media

Sustainable development of tourism depends on the fragile balance between its fast growth and the tendency to “consume” its own life support systems: nature, culture, and communities. Finding equilibrium between the two conflicting aspects requires a shared rule making, which is seldom encountered, especially in tourism-centric approaches. The emergent new technologies, and particularly the evolution of social media, seem to offer a neutral ground that favors open participation and stakeholder dialogue. This chapter explores the employment of social media by individual users of TripAdvisor and by institutional actors (destination organizations) as platforms for initiating stakeholder dialogues that focus on sustainable tourism. The findings show that individual and institutional actors are slow in adopting social media as a means to discuss the sustainability of tourism.