Kanał YouTube jako przykład wykorzystania mediów społecznościowych w procesie transferu wiedzy do biznesu turystycznego[YouTube channel as an example of the use of social media in the proces of knowledge transfer to tourism business]

Purpose. To analyze the potential of selected social media tool – the youtube channel – in supporting knowledge transfer and diffusion from institutions that form tourism business environment to tourism enterprises. Method. The analysis was based on a case study of the Irish National Tourism Development Authority. The data used were obtained by applying the content analysis of 111 videos, including 36 webinar-publications directly aimed at the transfer of knowledge to tourism businesses and other organizations active in the sector. Content analysis was also used for comments and discussion related to these publications. Findings. The study revealed the functional potential of solutions existing in the social media environment from the perspective of tourism business knowledge needs. The results show that such solutions, on an example of youtube channel, can be effectively adopted by most of the tourism business support institutions, including central institutions responsible for developing the competitiveness of the tourism economy, regional and economic self-governments, business associations. Research and conclusions limitations. Formulated conclusions are limited by the specificity of the investigated object and the conditions of the environment in which it operates. Practical implications. Developed case study presents how to effectively use simple and accessible tools for unblocking the channels of knowledge transfer to the tourism industry. Originality. The analysis goes beyond the social media marketing applications and fills the research gap concerning the use of these solutions to transfer knowledge from the environment to the tourism business. Type of paper. Research article.