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The Representation of Luxury Wine Hotels on the Social Network Facebook

Author

Listed:
  • Diana Cabeça

    (Escola Superior de Gestão, Hotelaria e Turismo (ESGHT), Universidade do Algarve, 8005-139 Faro, Portugal)

  • Carlos Afonso

    (Escola Superior de Gestão, Hotelaria e Turismo (ESGHT) and Centre for Tourism Development and Innovation (CiTUR), Universidade do Algarve, 8005-139 Faro, Portugal)

  • Manuel Serra

    (Escola Superior de Gestão, Hotelaria e Turismo (ESGHT) and Centre for Tourism Development and Innovation (CiTUR), Universidade do Algarve, 8005-139 Faro, Portugal)

  • Célia M.Q. Ramos

    (Research Centre for Tourism, Sustainability and Well-being (CinTurs) and Escola Superior de Gestão, Hotelaria e Turismo (ESGHT), Universidade do Algarve, 8005-139 Faro, Portugal)

Abstract

Social networks are now integral to corporate strategy and daily social life. They enable the rapid and extensive dissemination of information, proving highly effective for promoting hotel marketing content. Consequently, they facilitate interaction and engagement between hotels and their customers, serving both advertising and evaluation purposes. This study aims to analyse the use of the Facebook social network by luxury wine hotels located in countries associated with the Mediterranean Diet. An analytical model examining the variables of content, interactivity, and visibility was employed. A total of 17 luxury hotel pages were analysed, with data collected using the Karma Fanpage platform, an online tool for social media analysis and monitoring. The findings indicate that the majority of profile posts were photographs, and that this format generated the highest number of user reactions. It is recommended that hotels publish more photographic content to foster greater engagement and conduct further analysis of the specific types of posts that elicit the most reactions.

Suggested Citation

  • Diana Cabeça & Carlos Afonso & Manuel Serra & Célia M.Q. Ramos, 2026. "The Representation of Luxury Wine Hotels on the Social Network Facebook," Tourism and Hospitality, MDPI, vol. 7(2), pages 1-18, February.
    • Handle: RePEc:gam:jtourh:v:7:y:2026:i:2:p:49-:d:1865581
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