Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites?

被引：232

作者：

Chan, Nga Ling ^{[1
]}

Guillet, Basak Denizci ^{[1
]}

机构：

[1] Hong Kong Polytech Univ Hung Hom, Sch Hotel & Tourism Management, Kowloon, Hong Kong, Peoples R China

来源：

JOURNAL OF TRAVEL & TOURISM MARKETING | 2011年 / 28卷 / 04期

关键词：

Social media marketing; hotels; Hong Kong;

D O I：

10.1080/10548408.2011.571571

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study is to investigate the extent to which social media marketing is being utilized in the Hong Kong hotel industry. Marketing performance of 67 hotels in Hong Kong on 23 social media sites was evaluated according to 18 criteria adapted from past studies. The results indicate that hotels generally have a poor performance in using social media to learn about customers. Major problems regarding the hotels' social media marketing efforts are identified. Implications behind these problems and recommendations for improvement are made accordingly.

引用

页码：345 / 368

页数：24

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