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The Content'S Magic In A Digital Strategy For The Hotel Sector – Case Study Of The Hotel

Author

Listed:
  • Sofia Almeida

    (Universidade Europeia - Lisbon, Portugal)

  • Yvonne Ivanescu

    (Universite Libre, Bruxelles, Belgium)

  • Ana Claudia Campos

    (Universidade Europeia - Lisbon, Portugal)

Abstract

Internet content creation has been transforming tourism businesses digital strategies. Despite the growing importance of users generated content (UGC), companies play an important role in the generation of their own content, which will influence visibility and relationship with clients. This paper examines the process of creation of a new online identity for a hotel based on content creation. On order to analyze it, the research focuses on a case study of a hotel located in Brussels, Belgium. Findings highlight key dimensions and outcomes of the process, and discussion addresses the impacts a digital content strategy has on the hotel’s performance.

Suggested Citation

  • Sofia Almeida & Yvonne Ivanescu & Ana Claudia Campos, 2020. "The Content'S Magic In A Digital Strategy For The Hotel Sector – Case Study Of The Hotel," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 291-296.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:291-296
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    More about this item

    Keywords

    digital marketing; social media; hotel; content generation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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