The missing link : creating value with social media use in hotels

Garrido-Moreno, Aurora and Garcia-Morales, Victor J. and Lockett, Nigel and King, Stephen (2018) The missing link : creating value with social media use in hotels. International Journal of Hospitality Management, 75. pp. 94-104. ISSN 0278-4319 (https://doi.org/10.1016/j.ijhm.2018.03.008)

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Abstract

Social Media has transformed the way firms relate to their markets. Hotels all over the world are increasingly using these tools, integrating them into their Customer Relationship Management (CRM) strategies to engage customers in active conversations. The use of Social Networking and Review Sites, like TripAdvisor, has become all pervasive, and hotels are investing large sums of money in engaging customers via Social Media. However, there is a certain degree of skepticism about how these technologies can help to create value. To shed light on the topic, based on a sample of 222 Spanish hotels, this study examines the real impact of Social Media use, showing the key role played by Social CRM Capabilities in the process of value creation with these tools. By building on the Resource-based theory, the proposed model shows the pathway between Social Media use and organizational performance, in terms of profitability, sales and customer retention.

ORCID iDs

Garrido-Moreno, Aurora, Garcia-Morales, Victor J., Lockett, Nigel ORCID logoORCID: https://orcid.org/0000-0001-5953-4371 and King, Stephen;
  • Item type:Article
    ID code:66551
    Dates:
    Date
    Event
    1 September 2018
    Published
    6 April 2018
    Published Online
    14 March 2018
    Accepted
    Notes:This is the author’s version of a work that was accepted for publication in International Journal of Hospitality Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Hospitality Management, 75, 2018 DOI: 10.1016/j.ijhm.2018.03.008
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Hunter Centre for Entrepreneurship, Strategy and Innovation
    Depositing user: Pure Administrator
    Date deposited:14 Jan 2019 15:51
    Last modified:11 Nov 2024 12:11
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/66551
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