THE CONTENT'S MAGIC IN A DIGITAL STRATEGY FOR THE HOTEL SECTOR – CASE STUDY OF THE HOTEL

Sofia Almeida (), Yvonne Ivanescu () and Ana Claudia Campos ()
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Sofia Almeida: Universidade Europeia - Lisbon, Portugal
Yvonne Ivanescu: Universite Libre, Bruxelles, Belgium
Ana Claudia Campos: Universidade Europeia - Lisbon, Portugal

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 291-296

Abstract: Internet content creation has been transforming tourism businesses digital strategies. Despite the growing importance of users generated content (UGC), companies play an important role in the generation of their own content, which will influence visibility and relationship with clients. This paper examines the process of creation of a new online identity for a hotel based on content creation. On order to analyze it, the research focuses on a case study of a hotel located in Brussels, Belgium. Findings highlight key dimensions and outcomes of the process, and discussion addresses the impacts a digital content strategy has on the hotel’s performance.

Keywords: digital marketing; social media; hotel; content generation (search for similar items in EconPapers)
JEL-codes: M31 O30 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:cfdide:y:2020:i:1:p:291-296

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