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Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia PurposeThe purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market.Design/methodology/approachModifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model.FindingsWhen consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth.Originality/valueThe study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

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References (59)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1757-9880
DOI
10.1108/JHTT-09-2017-0096
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market.Design/methodology/approachModifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model.FindingsWhen consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth.Originality/valueThe study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

Journal

Journal of Hospitality and Tourism TechnologyEmerald Publishing

Published: Mar 12, 2018

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