Social Media Marketing in Selected UK Hotels

Leue, M, Jung, TH and Knowles, T (2013) Social Media Marketing in Selected UK Hotels. E-review of Tourism Research, 4. ISSN 1941-5842

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Abstract

Within the UK service sector social media marketing is one of the fastest growing forms of online marketing, yet recent research has shown that hotels have been slow to implement these networks into their overall marketing strategies, therefore failing to capitalize on customer relationship management opportunities emerging through these networks. This study aims to explore how four and five star UK hotels have implemented social media networks into their marketing strategies. Further, hotel guests' reasons to use social media and expectations on hotels regarding their social media pages are presented and analyzed. To conduct this research, 32 interviews were held with 14 hotel social media managers, 2 hotel PR (Public Relations) agencies and 16 hotel guests using social media pages. The research has shown that UK luxury hotels have created social media strategies and are aware of its advantages and disadvantages. Further, the research revealed that there are differences between hotel guests’ expectations and hotels strategies on social media networks.