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

Thomas G. Healy, Alan Wilson

Research output: Contribution to conferencePaper

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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.
Original languageEnglish
Pages1-10
Number of pages10
Publication statusPublished - Jun 2015
EventThe 14th International Research Symposium on Service Excellence in Management - Shanghai, China
Duration: 18 Jun 201521 Jun 2015
http://www.quis14.com

Conference

ConferenceThe 14th International Research Symposium on Service Excellence in Management
Abbreviated titleQUIS14
CountryChina
CityShanghai
Period18/06/1521/06/15
Internet address

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Keywords

  • hospitality
  • social media
  • advertising
  • hotel management

Cite this

Healy, T. G., & Wilson, A. (2015). Social media marketing in the hospitality industry: is it worth the effort?. 1-10. Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.