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Diverse and emotional: Facebook content strategies by Spanish hotels

Author

Listed:
  • Berta Ferrer-Rosell

    (University of Lleida, C/Jaume II 73)

  • Eva Martin-Fuentes

    (University of Lleida, C/Jaume II 73)

  • Estela Marine-Roig

    (University of Lleida, C/Jaume II 73)

Abstract

Social media communication has become a fundamental tool for hospitality companies, especially for marketing and customer engagement purposes. Facebook is the social network most used by hotels, both to interact and to establish relationships with their customers, and to provide them with relevant content and information, which may contribute to a positive travel experience and overall satisfaction. In general, content hotels post on Facebook either emphasizes hotels’ services (hotel-level or internal information) or aspects related to where the hotels are located (destination-level or external information) while conveying emotional attributes. Thus, this study aims to unveil the content strategy of these two types of content levels for hotels in the two most-visited cities in Spain, as well as to explore the emotional aspect of hotel Facebook posts. To do so, 4725 Facebook messages posted by 189 hotels in Barcelona and 1175 posted by 47 hotels in Madrid were analyzed using compositional data analysis, which accounts for the relative importance (shares) of different types of contents. Results show that hotels in Barcelona post more content related to hotel services and hotels in Madrid post more content related to the destination.

Suggested Citation

  • Berta Ferrer-Rosell & Eva Martin-Fuentes & Estela Marine-Roig, 2020. "Diverse and emotional: Facebook content strategies by Spanish hotels," Information Technology & Tourism, Springer, vol. 22(1), pages 53-74, March.
    • Handle: RePEc:spr:infott:v:22:y:2020:i:1:d:10.1007_s40558-019-00164-z
    DOI: 10.1007/s40558-019-00164-z
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    4. Assumpcio Huertas & Estela Marine-Roig, 2016. "User reactions to destination brand contents in social media," Information Technology & Tourism, Springer, vol. 15(4), pages 291-315, January.
    5. Dokyun Lee & Kartik Hosanagar & Harikesh S. Nair, 2018. "Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook," Management Science, INFORMS, vol. 64(11), pages 5105-5131, November.
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    Cited by:

    1. Ana Brochado & Paula Rodrigues & Ana Sousa & Ana Pinto Borges & Mónica Veloso & Mónica Gómez-Suárez, 2023. "Resilience and Sustainable Urban Tourism: Understanding Local Communities’ Perceptions after a Crisis," Sustainability, MDPI, vol. 15(18), pages 1-21, September.
    2. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    3. Eduard Cristobal-Fransi & Natalia Daries & Eva Martin-Fuentes & Yolanda Montegut-Salla, 2020. "Industrial Heritage 2.0: Internet Presence and Development of the Electronic Commerce of Industrial Tourism," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    4. Eva Martin-Fuentes & Jorge Nieto Ferrando & Estela Marine-Roig & Berta Ferrer-Rosell, 2020. "From Blockbuster to Neighbourhood Buster: The Effect of Films on Barcelona," Sustainability, MDPI, vol. 12(6), pages 1-16, March.

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