Online social networking: redefining the human web

Purpose Although the inplementation of online social networking (OSN) within the hospitality industry is relatively new, its parameters possess unique implications for hospitality industry constituencies including guests, staff members, and management. The purpose of this paper is to examine the evolution, scope and types of online social networks and potential implications for hospitality businesses. Design/methodology/approach This paper is based on an in‐depth review of literature, including intended and unintended consequences of social media. Findings While social networking can assist a hospitality firm in strengthening guest loyalty and satisfaction, it may also expose itself to unfair criticism and unfounded speculation. In addition, some hospitality firms have sponsored coworker sites in an attempt to incentivize interactivity by encouraging peer‐to‐peer and staff‐to‐administrator participation, only to risk exposure of negative relationships and strained working conditions. Research limitations/implications The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation. Originality/value The literature related to hospitality OSNs is relatively sparse and thus this paper is intended to provide a basis for future investigation.