Social Media Use in European Hotels: Benefits and Main Challenges
The advent of Social Media tools has been one of the most relevant technological innovations in recent years and has strongly impacted the tourism industry. Despite the numerous benefits that Social Media can offer to hotels, transforming the way they relate to customers and opening a vast array...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2016-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/888/pdf_16 |
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| Summary: | The advent of Social Media tools has been one of the most relevant
technological innovations in recent years and has strongly impacted
the tourism industry. Despite the numerous benefits that Social Media
can offer to hotels, transforming the way they relate to customers and
opening a vast array of new possibilities, its implementation implies
also numerous challenges. Considering that the use of Social Media is
becoming increasingly popular, it seems to be critical to understand
how hotels can use them strategically to reinvent customer
relationships. This study explores the topic following a mixed
methodology, combining both quantitative and qualitative data from a
European sample of 312 hotels. Results suggest that review sites and
social networks were the most used tools. The main advantag |
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| ISSN: | 2182-8466 |