Engagement is defined as a specific relationship between the consumer and the object of engagement (Brodie et al. 2013). This phenomenon is also seen as a kind of attachment to the object (product, service), available in the market offer (Higgins, Scholer 2009). According to Hollebeek (2010), engagement, in strictly tourist terms, can be viewed from the perspective of the mutual interaction taking place between tourists and other objects, such as tourist attractions, reception areas, brand names, trademarks, etc. One of the main paradigms associated with the consumption of tourism products and services is the growing role and importance of the information and communications technology (ICT) (Sotiriadis, van Zyl 2013), whose vivid example is the phenomenon of social networking sites (SM, Social Media).
The aim of the present study was to provide a basis for constructing a model of effective management of the virtual tourist community, functioning in social media. These assumptions are based on the basis of the quantitative and qualitative analysis of Internet resources, and using the obtained results of the pilot survey.
1. Previous research
The use of the social media in tourism is an important research area. There are numerous reports of the indeterminacy of the role of social media in tourism and multidisciplinarity of the potential research in tourism (Thomas et al. 2011; Liburd 2012; Zeng, Gerritssen 2014). Jacobsen and Munar (2012), as well as Munar and Jacobsen (2014) analyze ways to use the social media in the planning of tourist activity of the users. In turn, Alford and Clarke (2009) describe the use of information technologies in tourism. Laroche et al. (2013) present supporting brand loyalty through the use of social media. Bandias and Gilding (2012) describe the possible use of the textual content created by users of the social media to create business value of the social media as an educational tool. Padilla-Melendez and del Aguila-Obra (2013) suggest ways to use the social media in the creation of promotional activities of museums. Scott and Orlikowski (2012) recognize the impact of the social media on the market position of tourism companies. The impact of the social media on building a personal brand was described by Karaduman (2013), and the dynamics of online communities was presented by Fortunati et al. (2013). About the marketing use of SM in the context of the involvement of users was reported by Frick (2010). The methodology for the analysis of User Generated Content in the context of building a competitive advantage of business entities was presented by He et al. (2013). At the same time, in the short time perspective, it is possible to significantly increase the importance of of the social media for the modern tourist as a source and space of the exchange of tourist information and as a dominant interpersonal contacts plane (Mobile social ... 2010). The user interaction and participation on social media in consumption niche products describes Phang et al. (2013).
