Facebook jako płaszczyzna kreowania więzi społecznych między wybranymi podmiotami turystycznymi a użytkownikami serwisu. Studium przypadku

The paper shows the results of analysis of the motivations and selected aspect of functioning of tourist companies profiles on Facebook and its influence on secondary social bonds creation between users and a company. Ten companies from Podlaskie Voivodeship having the products and services associated with the active tourism were chosen as a subject of research. The research was conducted based on the author’s self-completion questionnaire and observation of the Facebook profiles content. Comments of users were classified based on the AIDA model. The activity of the competition was the main reason for the creation of the company Facebook profiles. The need for building long-lasting relations with the users indicated only 10% of respondents. At the same time half of the respondents does not notice significant benefits for a company from the functioning of its profile on Facebook. The results of the analysis of comments of users on analyzed companies profiles show that most of them concern the company and its employees or recommended products and tourist services, whereas they rarely relate to users tourist experience associated with the past or planned using of the firm offer. The ability of Facebook use as a platform of social secondary bonds creation, based on common interests of users, has been reported. The article also presents the insufficient use of Facebook opportunitie