Social Presence Theory

Social presence theory has become increasingly important in the context of tourism and hospitality, especially with the proliferation of online and technological interactions. This chapter provides an overview of social presence theory, including its definition, key components, and origins. The chapter then looks at the application of this theory in the tourism and hospitality literature and summarizes the findings of existing studies to illustrate the multiple ways in which researchers have explored and utilized social presence in these fields. Finally, the chapter suggests possible future research directions to further enhance the understanding and application of social presence theory in the tourism and hospitality industry.