Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites?

TLDR

The study investigates how extensively Hong Kong hotels use social media marketing. The authors evaluated the social media performance of 67 Hong Kong hotels across 23 platforms using 18 criteria derived from prior research. The analysis revealed that Hong Kong hotels generally perform poorly in using social media to learn about customers, with major problems identified and recommendations for improvement. Keywords: social media marketing, hotels, Hong Kong.

Abstract

ABSTRACT The purpose of this study is to investigate the extent to which social media marketing is being utilized in the Hong Kong hotel industry. Marketing performance of 67 hotels in Hong Kong on 23 social media sites was evaluated according to 18 criteria adapted from past studies. The results indicate that hotels generally have a poor performance in using social media to learn about customers. Major problems regarding the hotels' social media marketing efforts are identified. Implications behind these problems and recommendations for improvement are made accordingly. Keywords: Social media marketinghotelsHong Kong