The impact of social media on customer behaviour in the hospitality industry

Pozidou, Despoina (2022)


Social media networks such as Facebook, Instagram, LinkedIn, YouTube, and Twitter offer a variety of channels for the hotel business to sell products and services. Social networking sites include media technologies that can help with online functioning and monitoring, with the information gained being utilized to improve consumer happiness. Social media and networking may help the hotel business sell itself. In the hotel industry, customers and clients may be involved in conversation and their demands recognized through social media. Using these social networking sites, the hotel industry can engage with clients before, during, and after their vacation. Social media is still relatively new, but it has a lot of advantages, like being inexpensive, being viral, and having the ability to promote brand recognition rapidly and widely. It's also said to be capable of generating link bait, attention, and big amounts of traffic. However, it may not be appropriate for all hotel chains. The purpose of this study is to explore how social media impacts the hotel industry.