Patterns of Social Media Usage of 5-star Hotels in Hungary
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | 5-star hotels CRM customer relationship management hotel marketing online reputation management SCRM Social media social media marketing social media marketing of hotels |
| Online Access: | http://dolgozattar.uni-bge.hu/39930 |
| Kivonat: | The advent of social media has ushered in many transformational changes in the marketing and communication in the hotel industry. From the perspective of demand, it has revolutionized the way how tourists communicate with each other, from how they research and make decisions regarding upcoming vacations to how they behave before, during or after their journey through the consumption and creation of user-generated content. Therefore, it is imperative for hotels to capitalize on the various opportunities offered by social media platforms through increasing their online presence, creating marketing campaigns on social media, engaging with customers and maintaining relationships, managing their online reputation and extracting valuable customer information through the analytical tools available on different platforms. The aim of this thesis is to explore the patterns of social media usage in the hotel industry, through analyzing professional experiences of the marketing and PR specialists of 5-star hotels in Hungary using in-depth interviews, in order to achieve a holistic understanding and underlying connections in this field. The present study identified many patterns, beliefs, and opinions of those interviewed on the topic of social media, such as attitude to social media platforms, its perceived value compared to traditional marketing methods, ways to capitalize on Social Customer Relationship Management and obtaining valuable customer insight through the analysis of social media data to identify market trends and support business decisions. The findings of this study provide valuable business intelligence and insights for both researchers and marketers. From the theoretical perspective, this paper is unique account of real-life business practices occurring in the six 5-star properties in Hungary. From the practical perspective, this study suggests strategies of using and benefiting from social media and can act as a guide for fellow marketers in the hotel industry. |
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