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Investigating Social Media Marketing in the Hospitality Industry: Facebook and European Hotels

In: Information and Communication Technologies in Tourism 2014

Author

Listed:
  • Roberta Minazzi

    (University of Insubria)

  • Stefan Lagrosen

    (Linnaeus University)

Abstract

Social media have changed the way people interact with each other and with companies. In fact, recent research confirms that user-generated content is a key element in the decision-making process of customers who travel. The hotel business is now taking advantage of the introduction of social media into their marketing programmes, trying to create a customized relationship with consumers. The aim of this study is to investigate the use of social media among European hotels. Quantitative and qualitative research methods have been combined to identify a group of items useful to comprehend how hotels interact with customers on social media. The results show that European hotels are still in the first stages of developing social media strategies that present a moderate level of integration among different media. They are considered a useful instrument to promote the hotel brand but the potentiality of customer engagement is still undervalued.

Suggested Citation

  • Roberta Minazzi & Stefan Lagrosen, 2013. "Investigating Social Media Marketing in the Hospitality Industry: Facebook and European Hotels," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 145-157, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-03973-2_11
    DOI: 10.1007/978-3-319-03973-2_11
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    Cited by:

    1. Giglio, Simona & Pantano, Eleonora & Bilotta, Eleonora & Melewar, T.C., 2020. "Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor," Journal of Business Research, Elsevier, vol. 119(C), pages 495-501.
    2. Sara Domínguez-Navarro & M. Rosario González-Rodríguez, 2020. "Social Media managerial implications for budget accommodation venues: use of Social Media platforms more effectively and efficiently," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(5), pages 1671-1689, December.

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