The development of new technologies has had a significant impact on the purchasing behavior of customers. Especially 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 travel information search processes and in actual purchasing decisions of customers. Hotel business is now taking advantage of introducing the use of social media into their marketing programs, trying to create a customized relationship with consumers. The aim of this study is to investigate the usage of social media among European hotels. Quantitative and qualitative research methods have been combined to develop an evaluation model that identifies the items useful to comprehend the way in which hotels interact with customers on social media. The evaluation model is the result of the analysis of Facebook pages of the top ten European hotel groups brands (MKG Hospitality, 2012) and of semi-structured interviews to main managers of international hotel chains. This paper is a first step in our analysis of social media strategies in the hospitality industry. The intention, in a second step of the study, to apply it to a sample of Italian and Swedish hotels following a cross-cultural perspective.
Social media marketing in European Hospitality industry: a possible evaluation model
MINAZZI, ROBERTA;
2013-01-01
Abstract
The development of new technologies has had a significant impact on the purchasing behavior of customers. Especially 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 travel information search processes and in actual purchasing decisions of customers. Hotel business is now taking advantage of introducing the use of social media into their marketing programs, trying to create a customized relationship with consumers. The aim of this study is to investigate the usage of social media among European hotels. Quantitative and qualitative research methods have been combined to develop an evaluation model that identifies the items useful to comprehend the way in which hotels interact with customers on social media. The evaluation model is the result of the analysis of Facebook pages of the top ten European hotel groups brands (MKG Hospitality, 2012) and of semi-structured interviews to main managers of international hotel chains. This paper is a first step in our analysis of social media strategies in the hospitality industry. The intention, in a second step of the study, to apply it to a sample of Italian and Swedish hotels following a cross-cultural perspective.
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