IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v13y2023i11p240-d1275856.html
   My bibliography  Save this article

A Comparative Study of Communication Management Strategies on Social Media in the Hotel Industry in Spain in Times of COVID-19

Author

Listed:
  • Antonio Baraybar-Fernández

    (Departamento de Comunicación Audiovisual y Publicidad, Universidad Rey Juan Carlos, 28942 Madrid, Spain)

  • Sandro Arrufat-Martín

    (Departamento de Comunicación Audiovisual y Publicidad, Universidad Rey Juan Carlos, 28942 Madrid, Spain
    Facultad de Empresa y Comunicación, Universidad Internacional de La Rioja, 26006 Logroño, Spain)

  • Rainer Rubira-García

    (Departamento de Comunicación Audiovisual y Publicidad, Universidad Rey Juan Carlos, 28942 Madrid, Spain)

Abstract

The aim of the study is to analyze the communication management strategies of the top 40 hotel companies, in terms of turnover, using their corporate accounts on social networks during the Easter holiday campaign in 2021 and 2022. By using apps such as “Data Analytics” and “Content Analytics” from Welovroi, a comparative, quantitative and qualitative study, using content and discourse analysis, was designed. The comparative study seeks to identify possible changes and offers data on activity, impact and the published content. The results reveal a considerable difference—both quantitative and qualitative—from one period to the other in terms of behavior and networking on social media of the brands studied. Despite the increase in publications from 2021 to 2022, the level of engagement falls, the frequency of publications and content varies and, in addition, the importance of Instagram and Facebook, as networks which generate more interaction with the public, can be noted. The conclusions reached may also serve to improve the management of social media communication for hotel companies.

Suggested Citation

  • Antonio Baraybar-Fernández & Sandro Arrufat-Martín & Rainer Rubira-García, 2023. "A Comparative Study of Communication Management Strategies on Social Media in the Hotel Industry in Spain in Times of COVID-19," Administrative Sciences, MDPI, vol. 13(11), pages 1-11, November.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:11:p:240-:d:1275856
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/13/11/240/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/13/11/240/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Raouf Ahmad Rather, 2021. "Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(23), pages 3275-3283, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rather, Raouf Ahmad & Raisinghani, Manju & Gligor, David & Parrey, Shakir Hussain & Russo, Ivan & Bozkurt, Sıddık, 2023. "Examining tourist citizenship behaviors through affective, cognitive, behavioral engagement and reputation: Symmetrical and asymmetrical approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Ghali, Zohra & Rather, Raouf Ahmad & Khan, Imran, 2024. "Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Li Sun & Jin Chen & Xiankai Huang, 2024. "Navigating Health-Related Crises: Unraveling the Role of Confidence in Tourism Recovery in Shaping Sustainable Strategies for Tourists’ Intentions across Pandemic Phases," Sustainability, MDPI, vol. 16(19), pages 1-25, September.
    4. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    5. Ziwen Liu & Scott Allan Orr & Pakhee Kumar & Josep Grau-Bove, 2023. "Measuring the impact of COVID-19 on heritage sites in the UK using social media data," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    6. Chaudhary, Manjula & Ul Islam, Naser, 2023. "Tourists’ risk perception towards Kashmir valley: An analysis using Tourism Risk Index," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 48-57.
    7. Ana Brochado & Paula Rodrigues & Ana Sousa & Ana Pinto Borges & Mónica Veloso & Mónica Gómez-Suárez, 2023. "Resilience and Sustainable Urban Tourism: Understanding Local Communities’ Perceptions after a Crisis," Sustainability, MDPI, vol. 15(18), pages 1-21, September.
    8. Xiaocong Jiang & Ahmad Edwin bin Mohamed & Amirul Husni bin Affifudin, 2024. "Unveiling the Drivers of Chinese Tourists’ Visit Intentions Regarding Malaysia," Sustainability, MDPI, vol. 16(8), pages 1-31, April.
    9. Bilal, Muhammad & Zhang, Yunfeng & Cai, Shukai & Akram, Umair & Halibas, Alrence, 2024. "Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. Zyad M. Alzaydi & Mohamed H. Elsharnouby, 2023. "Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    11. Lei Wang & Qi Zhang & Meng-Jie Ye & Philip Pong Weng Wong & Yue Gong, 2024. "Green hotels visit intention among young adults: integrating the familiarity, novelty, trust, perceived risk, and theory of planned behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    12. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:13:y:2023:i:11:p:240-:d:1275856. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.