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Social Media Marketing in Hotel Organizations and the Process of Creating Value in a Cross-Cultural Environment – an International Case Study

Author

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  • Karin Högberg

    (Mollosund, Sweden)

Abstract

The development and usage of information communication technology (ICT) such as social media channels has rapidly changed the tourism and hospitality industry since it both ease the travellers need for information and helps the hotel organizations to spread information to guests all over the world. Therefore, the tourism and hospitality industry can today be seen as an electronic business or e-tourism. The focus of this international case study is hotel organizations and their usage of e-relationship marketing and social media marketing in a cross cultural market. The study includes interviews with 22 hotel managers at 14 hotels in 7 European countries. The purpose is to explore and develop a greater understanding of how hotels in this case study market themselves in social media and practice e-relationship marketing, but also to study the process of creating added value by using cross-cultural e-relationship marketing.

Suggested Citation

  • Karin Högberg, 2015. "Social Media Marketing in Hotel Organizations and the Process of Creating Value in a Cross-Cultural Environment – an International Case Study," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 10(4), pages 6-17.
    • Handle: RePEc:cub:journm:v:10:y:2015:i:4:p:6-17
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    More about this item

    Keywords

    social media; marketing; cultural environment; e-tourism;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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