Social media marketing in the hospitality industry : is it worth the effort?

Healy, Thomas G. and Wilson, Alan (2015) Social media marketing in the hospitality industry : is it worth the effort? In: The 14th International Research Symposium on Service Excellence in Management, 2015-06-18 - 2015-06-21.

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    Abstract

    This paper explores the impact of hotel social media activity on potential reservations and revenue generation. It does this by firstly exploring the perceptions of senior hotel executives towards the ROI of hotel social media activity. Secondly by data mining hotel reservation data to examine the extent of social media engagement being undertaken by guests with a hotel prior to and post a reservation being made. Thirdly through an experiment using social media advertising to examine its impact on the behaviour of fans and non-fans. The research suggests that social media engagement and advertising do have a positive impact on hotel reservations and revenue generation.

    Author(s):Healy, Thomas G. and Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876
    Item type:Conference or Workshop Item(Paper)
    ID code:57263
    Keywords:hospitality, social media, advertising, hotel management, Marketing. Distribution of products, Marketing, Tourism, Leisure and Hospitality Management
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:04 Aug 2016 10:33
    Last modified:23 Jan 2020 03:48
    URI:https://strathprints.strath.ac.uk/id/eprint/57263
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