Investigation of social media marketing: How does the hotel industry in hong kong perform in marketing on social media websites?

Nga Ling Chan, Basak Denizci Guillet

Research output: Journal article publicationJournal articleAcademic researchpeer-review

210 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)345-368
Number of pages24
JournalJournal of Travel and Tourism Marketing
Volume28
Issue number4
DOIs
Publication statusPublished - 1 May 2011

Keywords

  • Hong kong
  • Hotels
  • Social media marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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