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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| Format: | Article |
| Language: | English |
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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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| _version_ | 1832574079997050880 |
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| author | Aurora Garrido-Moreno Nigel Lockett |
| author_facet | Aurora Garrido-Moreno Nigel Lockett |
| author_sort | Aurora Garrido-Moreno |
| collection | DOAJ |
| description | 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 |
| format | Article |
| id | doaj-art-0b1c56abaaf94676be1fc54c18a084ba |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2016-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-0b1c56abaaf94676be1fc54c18a084ba2025-02-02T00:53:03ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662016-01-0112117217910.18089/tms.2016.12118Social Media Use in European Hotels: Benefits and Main ChallengesAurora Garrido-Moreno0Nigel Lockett1Universidad de Málaga, Facultad de Estudios Sociales y del Trabajo, Campus de Teatinos (Ampliación), 29071 Málaga, SpainUniversity of Leeds, 23 Lyddon Terrace, LS2 9JT Leeds, UKThe 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 advantaghttps://tmstudies.net/index.php/ectms/article/view/888/pdf_16social media toolshotel sectorsocial networkssocial media adoptionreview sites |
| spellingShingle | Aurora Garrido-Moreno Nigel Lockett Social Media Use in European Hotels: Benefits and Main Challenges Tourism & Management Studies social media tools hotel sector social networks social media adoption review sites |
| title | Social Media Use in European Hotels: Benefits and Main Challenges |
| title_full | Social Media Use in European Hotels: Benefits and Main Challenges |
| title_fullStr | Social Media Use in European Hotels: Benefits and Main Challenges |
| title_full_unstemmed | Social Media Use in European Hotels: Benefits and Main Challenges |
| title_short | Social Media Use in European Hotels: Benefits and Main Challenges |
| title_sort | social media use in european hotels benefits and main challenges |
| topic | social media tools hotel sector social networks social media adoption review sites |
| url | https://tmstudies.net/index.php/ectms/article/view/888/pdf_16 |
| work_keys_str_mv | AT auroragarridomoreno socialmediauseineuropeanhotelsbenefitsandmainchallenges AT nigellockett socialmediauseineuropeanhotelsbenefitsandmainchallenges |