Diverse and emotional: Facebook content strategies by Spanish hotels
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Diverse and emotional: Facebook content strategies by Spanish hotels Berta Ferrer‑Rosell1 · Eva Martin‑Fuentes1 · Estela Marine‑Roig1 Received: 25 May 2019 / Revised: 10 December 2019 / Accepted: 20 December 2019 © Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract Social media communication has become a fundamental tool for hospitality companies, especially for marketing and customer engagement purposes. Facebook is the social network most used by hotels, both to interact and to establish relationships with their customers, and to provide them with relevant content and information, which may contribute to a positive travel experience and overall satisfaction. In general, content hotels post on Facebook either emphasizes hotels’ services (hotel-level or internal information) or aspects related to where the hotels are located (destination-level or external information) while conveying emotional attributes. Thus, this study aims to unveil the content strategy of these two types of content levels for hotels in the two most-visited cities in Spain, as well as to explore the emotional aspect of hotel Facebook posts. To do so, 4725 Facebook messages posted by 189 hotels in Barcelona and 1175 posted by 47 hotels in Madrid were analyzed using compositional data analysis, which accounts for the relative importance (shares) of different types of contents. Results show that hotels in Barcelona post more content related to hotel services and hotels in Madrid post more content related to the destination. Keywords E-marketing · Compositional data analysis (CoDa) · Social media · Madrid · Barcelona · Content analysis
1 Introduction Social media have become essential marketing tools for of all types of firms and organizations worldwide (Kaplan and Haenlein 2010) and have a profound impact on their brands (Moro and Rita 2018). Social media marketing allows firms to build relationships through social media channels, not only with consumers, but also with * Berta Ferrer‑Rosell [email protected] 1
Department of Business Management, University of Lleida, C/Jaume II 73, Faculty Building of Law, Economics and Tourism‑Campus Cappont, 25001 Lleida, Spain
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employees, communities, and other stakeholders (Felix et al. 2017). This fact represents one of the biggest advantages of social media compared to other online channels, such as the company website. The significance and relevance of social media and online reviews in the hospitality and tourism industries have been thoroughly studied and largely demonstrated (Law et al. 2019). Over the years, new and powerful information and communication technologies have emerged that empower suppliers and consumers in the hospitality and tourism sector (Law et al. 2019). In travel and tourism, social media have revolutionized the way tourists and tourism organizations communicate and interact (Hays et al. 2013; Öz 2015). In the hospitality industry, social media have become key tools for companies to promote their
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