Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement

Kyung Hyan Yoo, Woojin Lee

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.

Original languageEnglish (US)
Title of host publicationAdvances in Social Media for Travel, Tourism and Hospitality
Subtitle of host publicationNew Perspectives, Practice and Cases
PublisherTaylor and Francis
Pages131-146
Number of pages16
ISBN (Electronic)9781317185147
ISBN (Print)9781472469205
DOIs
StatePublished - Jan 1 2017

ASJC Scopus subject areas

  • Earth and Planetary Sciences(all)

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    Yoo, K. H., & Lee, W. (2017). Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement. In Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases (pp. 131-146). Taylor and Francis. https://doi.org/10.4324/9781315565736