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

Minazzi, Roberta; Lagrosen, Stefan

doi:10.1007/978-3-319-03973-2_11

Cited by 22 publications

(14 citation statements)

References 20 publications

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“…31 Concerning the last issue, Villanueva et al (2008) and Trusov et al (2009) found that customers acquired through electronic word-of-mouth (eWOM) add more long-term value to the firm than customers acquired through traditional marketing channels. (Scaglione et al 2005) and company's relationship orientation (Sigala 2001;Schegg et al 2002;Romenti et al 2011), whereas other authors found that economy hotels demonstrate to have more interest in creating online customer relations (Essawy 2005;Lagrosen 2005;Minazzi and Lagrosen 2013).…”

Section: Electronic Customer Relationship Management In Tourism and Hmentioning

confidence: 99%

“…Moreover, social media pages are used sometimes as promotional instruments rather than as a way to create interaction and engagement. A study conducted by Minazzi and Lagrosen (2013) on Facebook usage among European hotel chains demonstrated a more promotional focus of hotel brands analyzed.…”

Section: Level Of Integration Between Social Media and Business Stratmentioning

confidence: 99%

“…In the light of previous social media approaches, this section deals with some useful findings of a study conducted by Minazzi and Lagrosen in 2013 in order to investigate the use of social media by main European hotel brands.…”

Section: An Investigation On European Hotel Brands Facebook Approachesmentioning

confidence: 99%

“…Number of "Like" Number of people "Talking about this" Number of people that "were here" Frequency of posts for each content categories Source Minazzi and Lagrosen (2013) 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% impression coming from the analysis is that the majority of posts stems from the hotel brand itself, mainly to promote the hotels of the chain. Therefore, the Facebook page seems to be used more as a traditional marketing tool rather than as a media to engage with users.…”

Section: Connectionsmentioning

confidence: 99%

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Social Media Marketing in Tourism and Hospitality

Minazzi¹

2015

Self Cite

125

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Section: Electronic Customer Relationship Management In Tourism and Hmentioning

confidence: 99%

Section: Level Of Integration Between Social Media and Business Stratmentioning

confidence: 99%

Section: An Investigation On European Hotel Brands Facebook Approachesmentioning

confidence: 99%

Section: Connectionsmentioning

confidence: 99%

See 2 more Smart Citations

Social Media Marketing in Tourism and Hospitality

Minazzi¹

2015

Self Cite

125

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“…The study hypothesizes that there is no significant relationship between employee's demography (Gender, age, position) and their social media preference. Studies on the effect of social media on the hospitality industry have been conducted by many scholars (Bilgin, 2018;Choi, Wang, & Sparks, 2019;Garrido-Moreno, García-Morales, Lockett, & King, 2018;Holston-Okae, 2018;Minazzi & Lagrosen, 2013;Perera & Perera, 2018;Stojanovic, Andreu, & Curras-Perez, 2018). Milla and Mataruna-Dos-Santos (2019) acknowledge that only a handful of studies have been conducted to examine the relations between employee demography and social media preference.…”

mentioning

confidence: 99%

Preferred Social Networking App by Employees in Tourism and Hospitality Industry in Kenya

Francis¹,

Jilo²

2021

Journal of Tourism Management Research

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The purpose of this paper was to examine the preferred social media application network by employees in the tourism and hospitality industry. The specific aims were to examine the preferred social media amongst Facebook, WhatsApp, Twitter, Instagram, LinkedIn, email and YouTube, examine the relationship between respondent's gender, a position at workplace and choice of social media and finally find out official the duties performed by the respondent's using the smartphones. The finding indicated that the most popular social media platform was WhatsApp (93%) closely followed by Email (84%) and the least being LinkedIn used by only 25% of respondents. Employees' gender (χ 2 =5.880, df =1, p<0.05) and position at the workplace (χ 2 =9.585, df =2, p<0.05) had minimal influence on the selection of social media preference. The majority (81 %) of the respondents perform up to 50% of their official duties with the help of their smartphones translating to improved and effective customer services, reduced operation cost, and healthier business performance. The study concluded that WhatsApp and Email were the most preferred social media network and were used to communicate and transact business with customers and other stakeholders in the tourism and hospitality industry. Smartphones are no longer luxury tools but are part of the technology that every employee in the industry must adapt to. Contribution/Originality: This study is one of the very few studies that have investigated the preferred media network by employees in the tourism and hospitality industry in Kenya. The paper's primary contribution is the finding that WhatsApp and Email were the most preferred social media network and were used to communicate and transact business between employees and customers and stakeholders in the industry. 1. INTRODUCTION Notably, more than 90% of employees in Kenya own a smartphone and in most cases; you see people performing different services using a smartphone more than their laptops and desktop computers. This may be partly because mobile application capabilities allow users to access browsers while hybrid App-web installed in a smartphone enable users to access the internet Lama (2019) and Kvist and Mathiasson (2019). Mobile applications are used as constant reminders of business existence and engage customers' in the hospitality industry. They increase customer accessibility with reduced communication costs and increased efficiency. Most people in Kenya who have Smartphones can easily gain internet connectivity and access to social networks. In Kenya, 87% of adults own a mobile device while only 3% do not use a mobile phone.

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Social Media Approaches and Communication Strategies in Tourism

Minazzi¹

2020

Handbook of E-Tourism

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

Cited by 22 publications

References 20 publications

Social Media Marketing in Tourism and Hospitality

Social Media Marketing in Tourism and Hospitality

Preferred Social Networking App by Employees in Tourism and Hospitality Industry in Kenya

Social Media Approaches and Communication Strategies in Tourism

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