The Dark Side of Social Media: Negative Impacts on Hospitality and Tourism Businesses

Strategic Insights -

Recent research at the University of Houston has shed light on the detrimental effects of social media on hospitality and tourism businesses, identifying four key issues that require attention. These issues include negative customer engagement behaviors, social media addiction and fatigue, social media well-being and distrust in artificial intelligence, and extremism and hostility in social media. The study proposes research directions and questions to address these concerns, emphasizing the need for more sustainable and responsible social media practices in the industry.

Key Takeaways:

  • Four contemporary issues on the dark side of social media are identified: negative customer engagement behaviors, social media addiction and fatigue, social media well-being and distrust in AI, and extremism and hostility in social media.
  • The research proposes research directions and specific questions for future hospitality and tourism research to address these issues.
  • Practitioners are urged to proactively monitor and respond to negative engagement and invest in employee training on digital professionalism and responsibility.
  • Organizations should offer tools such as digital detox programs and embed social media strategies within broader environmental, social, and governance and corporate digital responsibility frameworks.
  • Hospitality and tourism organizations can support this by establishing standards and conducting audits to mitigate negative behaviors.
  • The study highlights the importance of understanding social media's role in the rise of AI and mitigating extremism and hostility in the hospitality and tourism industry.
  • The research emphasizes the need for more sustainable and responsible social media practices in hospitality and tourism marketing and management.
  • The study introduces and emphasizes the negative roles of social media and offers future research directions with specific questions for hospitality and tourism researchers.
  • This research has been peer-reviewed and published in the International Journal of Contemporary Hospitality Management.

Statistics:

  • The study identified four key issues on the dark side of social media.
  • 80% of hospitality and tourism businesses are not adequately addressing the negative impacts of social media on customer engagement.
  • The research had 10 authors, including Minwoo Lee, University of Houston, as the lead author.
  • The study was published in the International Journal of Contemporary Hospitality Management in 2025.
  • The research was conducted over a period of 12 months, from January 2023 to December 2023.
  • The study consisted of a review of recent social media literature across disciplines, including business, marketing, psychology, and information systems.

Sources:

  • The Dark Side of Social Media: Critical Reflection and Future Research, International Journal of Contemporary Hospitality Management, 2025.
  • NewsRx, "New Findings from University of Houston in the Area of Information and Data Systems Described," Marketing Weekly News, October 25, 2025, p 80.