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.
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 language | English |
|---|---|
| Pages | 1-10 |
| Number of pages | 10 |
| Publication status | Published - Jun 2015 |
| Event | The 14th International Research Symposium on Service Excellence in Management - Shanghai, China Duration: 18 Jun 2015 → 21 Jun 2015 http://www.quis14.com |
Conference
| Conference | The 14th International Research Symposium on Service Excellence in Management |
|---|---|
| Abbreviated title | QUIS14 |
| Country/Territory | China |
| City | Shanghai |
| Period | 18/06/15 → 21/06/15 |
| Internet address |
Keywords
- hospitality
- social media
- advertising
- hotel management