EconPapers    
Economics at your fingertips  
 

The Impact of Social Media on the Lodging Performance of Five Star Hotels in Malta

Simon Caruana () and Gabriella Farrugia
Additional contact information
Simon Caruana: University of Malta
Gabriella Farrugia: Sheffield Hallam University

A chapter in Innovative Approaches to Tourism and Leisure, 2018, pp 223-243 from Springer

Abstract: Abstract The intention of this study was to find out how five star hotels operating in Malta and Gozo are actually utilising social media and the main focus of usage. Another question posed was whether they are in a position to measure the degree of success in its use to attract more visitors to their establishment. The analysis confirmed some of the trends that are commonly mentioned in literature. However, there were also some conflicting results. While the importance of social media is clearly defined and its importance as a communication medium with the consumers was seen as fundamental, it appears that social media is not being used to its full potential. Moreover, while it does have an impact on the booking behaviour of consumers, hotels are finding difficult to establish a direct link with the occupancy rate. These outcomes suggest that further investment in training in social media use and analysis of the data generated by social media is required. Various analysis tools are available but up till the time of this study, very few were being used to their full potential. That said, it is also clear that further research needs to be done given that the uptake of social media by the hospitality sector in constantly on the increase and some establishments are investing in human resources in order to have the right people with the right skill set in relation to analysis of social media related data.

Keywords: Social media; Five-star hotels; Lodging performance (search for similar items in EconPapers)
JEL-codes: O3 Z32 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: Track citations by RSS feed

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-67603-6_17

Ordering information: This item can be ordered from
http://www.springer.com/9783319676036

DOI: 10.1007/978-3-319-67603-6_17

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2021-05-10
Handle: RePEc:spr:prbchp:978-3-319-67603-6_17