Factors Affecting UAE Consumers’ Attitudes Towards Using Social Networking Sites in Hotel Selection (original) (raw)

The Impact of Facebook on Jordanian Consumers’ Decision Process in the Hotel Selection

IBIMA Business Review, 2019

This study aims to explore the impact of Facebook on consumers' decision process in the hotel selection. The research population is customers who use social media; as a sample of 610 was chosen randomly from Jordanian customers in the hotel industry. The study used quantitative methodology to examine the research questions, and we analyzed quantitatively using structural equation modeling-partial least squares (SEM-PLS) method. This study reveals the importance of social media platform and its influence on customers' decision process in the hotel selection. The finding revealed that consumers have been exposed to digital information through Facebook; this information has influenced consumers' decision. The study found that Facebook has the greatest influence on customers' decision process. In addition, the finding revealed that the way customers search and book hotel have changed. The results represent novel findings that hold important implications and recommendations for future social media marketing research and practice.

The effect of social media marketing, compatibility and perceived ease of use on marketing performance: Evidence from hotel industry

International journal of data and network science, 2022

This research effort addresses the role of social media marketing activities, the compatibility with latest technology availability and perceived ease of use of social media and technological applications and systems to influence the attitude towards adoption that further enhances the marketing performance. The hotel industry of UAE is required to adopt the social networking sites and online marketing approaches instead of traditional marketing pattern to attract the customers on large-scale worldwide specifically. In addition, Due to Covid19 pandemic era, the need for online applications has increased dramatically to avoid the physical contact. The study contributes to the body of knowledge by explaining the role of social media marketing, its compatibility and ease of use to predict the attitude towards adoption that further influences the marketing performance. The study reported that social media marketing efforts, the compatibility of online applications and perceived ease of use influence the attitude towards the adoption of social networking sites significantly, moreover the marketing performance is influenced by inclined attitude of adoption network related applications.

The Effect of Social Media on Hotel Industry Customer Decisions

THE 4TH INTERNATIONAL CONFERENCE OF LANGUAGES, EDUCATION AND TOURISM 2021 (ICLET 2021), 2021

This study examined the impact of social media on customer perceptions of marketing information. Traditional internet sources of marketing information were compared to web sources that included customer blogs. Blogging is one of the most important social networking tools, and the Travel and Tourism Industry today has discovered that blogs have not only positive impacts but also negative ones if not managed properly. As blogs become more and more popular as a social media tool, knowing how the blogs can influence consumer decisions can definitely help the hotel managers make competent decisions regarding the use of social media in their marketing strategy.

The Impact of Facebook on Jordanian Consumers' Decision Process in the Hotel Selection - Scopus

IBIMA Business Review , 2019

This study aims to explore the impact of Facebook on consumers' decision process in the hotel selection. The research population is customers who use social media; as a sample of 610 was chosen randomly from Jordanian customers in the hotel industry. The study used quantitative methodology to examine the research questions, and we analyzed quantitatively using structural equation modeling-partial least squares (SEM-PLS) method. This study reveals the importance of social media platform and its influence on customers' decision process in the hotel selection. The finding revealed that consumers have been exposed to digital information through Facebook; this information has influenced consumers' decision. The study found that Facebook has the greatest influence on customers' decision process. In addition, the finding revealed that the way customers search and book hotel have changed. The results represent novel findings that hold important implications and recommendations for future social media marketing research and practice.

Information Systems Management Social Media as a Tool to Help Select Tourism Destinations: The Case of Malaysia

This study modeled use of social media as a tool to select tourism destinations. The findings revealed that perceived usefulness, perceived ease of use, perceived risk, and electronic word-ofmouth (e-WOM) directly influenced the attitude and has an indirect effect on intention with the presence of attitude. The development of tourism marketing and communication strategies should focus on the online context as the factors which are capable of influencing tourists’ behavior in a more efficient way.

An Analysis of the Usage of Facebook and Twitter as a Marketing Tool in Hotels

2010

Social media provides a unique online platform for communication and information exchange where consumers are becoming the producers and consumers of the content (Kaplan and Haenlein, 2010; Saperstein and Hastings, 2010; Wigmo and Wikstrom, 2010). Social media creates opportunities for businesses to run successful social media marketing campaigns. The purpose of this paper is to evaluate the impact of social networking sites (SNS) on information gathering and tourists’ attitudes towards hotels. The study received 255 fully completed responses. The results showed that about 70% of study participants use SNS to obtain hotel information and that information posted on SNS affects a hotel choice of about 64% of respondents.

The Influencing Character Of Social Media In The Buyer’s Hotel Selection Practice

2020

Purpose : The study was done to appraise the character of public media of the buyer’s hotel selection practice particularly at the time of the assessment stage of the search, the identification of choices and deciding on a hotel in India. It will assist the buyers of India to use the public media podium further efficiently by offering say at the factors buyers consider whilst considering and finalizing a hotel to stay. Research design – This research includes a qualitative exploratory approach involving 38 one-on-one, semi-structured, thorough interviews of individual users of the public media podium. A non-alternative purposeful approach to sampling was used to select interviewees for this study. Findings – The results show that public media plays a vital role in influencing the way hotels are scanned, identified and e reserved by customers. It also means that social media makes this easier for consumers to gather facts with regard to different services and goods, compare choices a...

How Do Small-and-Medium-Sized Hotels (SMSH) in Malaysia Adopt Social Media and Online Reviews? An Exploratory Study

The purpose of this study is to explore the adoption of social media and online reviews among Small-and-Medium-Sized-Hotels (SMHs) in the Malaysian hotel industry. A total of 193 SMHs‘ web sites in Malaysia were evaluated by examining the SMHs‘ websites that were connected with different social media including Facebook, Instagram, and Twitter. TripAdvisor was chosen to be the online review site for this study. The results indicate that 99.5 percent of SMHs in Malaysia were connected with Facebook. A total 186 SMHs were connected to Twitter, but they only had less than 100 followers. It was shown that Twitter is not a popular social media website for customers in the hotel industry. The study enriches the stream of research on social media adoption in the hospitality industry and analyses to adopt social media effectively.

Social Media Use in European Hotels: Benefits and Main Challenges

The advent of Social Media tools has been one of the most relevant technological innovations in recent years and has strongly impacted the tourism industry. Despite the numerous benefits that Social Media can offer to hotels, transforming the way they relate to customers and opening a vast array of new possibilities, its implementation implies also numerous challenges. Considering that the use of Social Media is becoming increasingly popular, it seems to be critical to understand how hotels can use them strategically to reinvent customer relationships. This study explores the topic following a mixed methodology, combining both quantitative and qualitative data from a European sample of 312 hotels. Results suggest that review sites and social networks were the most used tools. The main advantages and disadvantages of its use were identified and widely discussed.

The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter

2013

The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers' social media experiences influence their attitudes-towardsocial-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers' attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.