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Social media has become a significant force in consumer decision making, including such areas as increasing aware-ness, sharing information, forming opinions and attitudes, purchasing, and evaluating postpurchase experience (Mangold and Faulds 2009). In particular, when consumers plan a trip or make a hotel or restaurant reservation, they commonly rely on online reviews for information (Jeong and Jang 2011; Kim, Mattila, and Baloglu 2011), and many rely on the Internet to choose a restaurant (Kimes 2011). It turns out that travelers are more likely to trust the messages and comments posted by other consumers on social media websites as compared with those reviewed by the travel agent websites (Pantelidis 2010). Hospitality companies have embraced the opportunities provided by social media and the so-called “Web 2.0 ” tech