"Like" and "check-in": how hotels utilize facebook as an effective marketing tool

Phelan, Kelly Phelan, Chen, Hsiang-Ting and Haney, Matthew (2013) "Like" and "check-in": how hotels utilize facebook as an effective marketing tool. Journal of Hospitality and Tourism Technology, 4 2: 134-154. doi:10.1108/JHTT-Jul-2012-0020


Author Phelan, Kelly Phelan
Chen, Hsiang-Ting
Haney, Matthew
Title "Like" and "check-in": how hotels utilize facebook as an effective marketing tool
Journal name Journal of Hospitality and Tourism Technology   Check publisher's open access policy
ISSN 1757-9880
1757-9899
Publication date 2013
Sub-type Article (original research)
DOI 10.1108/JHTT-Jul-2012-0020
Open Access Status Not Open Access
Volume 4
Issue 2
Start page 134
End page 154
Total pages 11
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing Limited
Language eng
Formatted abstract
Purpose
– The purpose of this paper is to examine how effectively hotels are using Facebook as a marketing tool and how consumers are interacting with the property by measuring the number of fans, customer comments, and accuracy of information provided.

Design/methodology/approach
– This paper is based upon a content analysis, inquiring into 100 hotels' Facebook pages.

Findings
– Findings demonstrate that the use of Facebook features by hotels varied widely. Some hotels utilize Facebook solely as a means for posting property information, whereas others focus on facilitating customer engagement.

Research limitations/implications
– Literature related to the effectiveness of social media as a marketing tool within the hospitality industry is severely limited, thus this research highlights the challenges some hotels are experiencing with maximizing the reach of their Facebook pages, suggests possible approaches for improvement and makes recommendations for structuring social networking strategies.

Practical implications
– Results demonstrated many hotels failed to interact with customers, provide accurate and timely information, and entice prospective purchasers by showcasing the property through photos and videos. Practitioners would be well served to improve upon these aspects to better appeal to consumers and recognize a significant return on investment.

Originality/value
– This study investigates the extent to which Facebook is being utilized by the top 100 domestic US hotels. Evaluation criteria included three aspects: content information, property details, and interactions between hotels and customers. Literature related to social network marketing is sparse, thus the present research is intended to provide a basis for future research and guidance for industry professionals to best maximize technological marketing channels.
Keyword United States of America
Hotels
Social networking sites
Consumer behaviour
Facebook
Consumer perceptions
E-Marketing
Marketing opportunities
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 12 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Tue, 12 Apr 2016, 10:13:15 EST by Karen Morgan on behalf of UQ Business School