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You searched Library Catalogue - Publisher: RoutledgeFalmer,
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Call Number (WOU)
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SP CEMBA 2017 70
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Author
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Tie, Ching Ho
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Title
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The impact of social media on consumer hotel purchasing decisions / Tie Ching Ho
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Abstract
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The internet has become increasingly integrated in our daily lives. The high proliferation of smart devices has enabled people to source and share information freely and easily. Social media platform today presents an effective tool for building customer relationships and engagement for the hospitality industry. Hotels have embraced the social medial platform as a new marketing and customer relation management platform to reach and respond to their customers. Past studies have identified participation benefits for members of social media platforms namely functional, social, psychological and hedonic benefits. Engagement with customers through the social media platform builds trust and commitment for a specific hotel brand. As various social media platforms grow in popularity and following, knowledge of the inner workings and how social media platforms can influence customer decisions is undeniably important for hotel executives. Aggregation of information can significantly influence behavior and attitudes of consumers and in result their purchasing behavior. User generated content and reviews are playing significant roles that influences hotel booking decisions.
The present study examined the impact of social media on consumer hotel purchasing decisions. Indeed, the internet has greatly changed the way marketers communicate with consumers and even the way communicates among themselves. Social media has become a powerful marketing tool that consumers use in reaching hotel purchasing decisions. The social media allows consumers to share information, discuss, review hotel services and give recommendations hence customers can easily gain information to guide them in buying decisions. Accordingly, the main objective of the study was to investigate the level of influence of social media on the purchasing behavior specific to the hospitality industry with the aim of establishing whether the Web 2.0 or social media boom has influenced the purchase decision model of the online community members when planning their travels.
The research method involved 250 participants from Kuala Lumpur. The respondents were given questionnaires to fill which was based on the objectives of the study. The findings of the study indicate that indeed, social media influences the buying decisions of consumers seeking hotel services. The study concluded that there is social media is an important marketing tool that can applied by consumers today to get information on guide them in purchasing decision. Accordingly, the study recommended that hotels should extensively use social media in their marketing activities. More so, social media should as well be used as public relations tool to address concerns of customers.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Customer relationships.
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