New Third Places: Opportunities and Challenges

Abstract

This chapter examines the phenomena of third places as institutions that provide social interaction outside of home and work. The study explores the different types of third places and the opportunities and challenges offered by each. This is a conceptual paper that examines different conceptualizations of third places using brand examples to highlight the ways in which organizations try to benefit from society's need for a neutral gathering place. The chapter highlights the growth of organizations seeking to benefit from the phenomena of third places and the opportunities for them to profit further. The chapter also highlights the potential for virtual third places to enhance opportunities for increasing brand awareness and sales of products and services at other third places. The chapter identifies ways in which hospitality organizations can capitalize on the public's need for third places. The study moves the discussion beyond the rather limited perspective Oldenburg presented and shows how the needs of a new generation may require more flexibility and excitement than other generations. The study also highlights the ways in which organizations use a combination of third places to their benefit. Third places create opportunities for social interaction and community building and benefit organizations once they position themselves to achieve the status of third places. This chapter compares different conceptualizations of third places and shows the similarities and differences between them. It shows how organizations may position themselves to appeal to different generations seeking a third place.

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