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 use of social media among European hotels. Quantitative and qualitative research methods have been combined to identify a group of items useful to comprehend the way in which hotels interact with customers on social media. Results show that European hotels are still in the first steps of development of a social media strategy that presents a moderate level of integration among different media. They are considered a useful instrument to promote the hotel brand but potentiality of customer engagement is still undervalued.

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

MINAZZI, ROBERTA;
2013-01-01

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 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 use of social media among European hotels. Quantitative and qualitative research methods have been combined to identify a group of items useful to comprehend the way in which hotels interact with customers on social media. Results show that European hotels are still in the first steps of development of a social media strategy that presents a moderate level of integration among different media. They are considered a useful instrument to promote the hotel brand but potentiality of customer engagement is still undervalued.
Springer Verlag
9783319039725
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11383/1917120
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact