An Investigation of Hoteliers' Attitudes toward the Use of Social Media as a Branding Tool


  •  Mohamed Nassar    

Abstract

This study investigates how hoteliers view social media as a branding strategy and elucidates the motivational factors that determine the adoption of social media as a branding tool. It was based on a survey of 491 hotels from the USA, the UK, and Egypt that ranged from one-star to five-star hotels. Data on hotels’ locations, grades, numbers of rooms, positions of respondents, usages and perceptions of social media, types of social media used by hoteliers, and perceptions were collected. A major finding of this paper is that higher grade hotels have a higher probability of using social media. Furthermore, the study reveals that hotels in the USA and the UK use social media more often compared with those in Egypt.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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h-index (February 2018): 38

i10-index (February 2018): 174

h5-index (February 2018): 22

h5-median (February 2018): 33

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