The Marketing Effectiveness of Social Media in the Hotel Industry

TLDR

The unprecedented popularity of social media outlets has prompted scholars to investigate their marketing effectiveness, particularly within the hotel industry. This study aimed to examine the marketing effectiveness of Facebook and Twitter for hotels. By integrating the attitude‑toward‑the‑ad model with attitudes toward social media pages, the authors proposed a theoretical framework for hotel social media marketing effectiveness. The model fit confirmed that the Aad framework explains social media marketing effectiveness, showing that customers’ social media experiences shape attitudes toward the platform, which in turn shape attitudes toward the hotel brand, influencing booking intentions and electronic word‑of‑mouth, and that Facebook and Twitter exhibit equivalent effectiveness, allowing managers to apply identical tactics.

Abstract

The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers’ social media experiences influence their attitudes-toward-social-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers’ attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.