Social media marketing strategies: an empirical study in the hotel sector

Autores:: Eslava Zapata, Rolando
Becerra Orejarena, Volmar
Sánchez Castillo, Verenice

Tipo de recurso:: Article of journal

Fecha de publicación:: 2024

Institución:: Universidad Pedagógica y Tecnológica de Colombia

Repositorio:: RiUPTC: Repositorio Institucional UPTC

Idioma:

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dc.title.es-ES.fl_str_mv	Social media marketing strategies: an empirical study in the hotel sector
title	Social media marketing strategies: an empirical study in the hotel sector
spellingShingle	Social media marketing strategies: an empirical study in the hotel sector Social media marketing Facebook Hotels Customers Marketing en redes sociales Hoteles Clientes
title_short	Social media marketing strategies: an empirical study in the hotel sector
title_full	Social media marketing strategies: an empirical study in the hotel sector
title_fullStr	Social media marketing strategies: an empirical study in the hotel sector
title_full_unstemmed	Social media marketing strategies: an empirical study in the hotel sector
title_sort	Social media marketing strategies: an empirical study in the hotel sector
dc.creator.fl_str_mv	Eslava Zapata, Rolando Becerra Orejarena, Volmar Sánchez Castillo, Verenice
dc.contributor.author.spa.fl_str_mv	Eslava Zapata, Rolando Becerra Orejarena, Volmar Sánchez Castillo, Verenice
dc.subject.none.fl_str_mv	Social media marketing Facebook Hotels Customers Marketing en redes sociales Hoteles Clientes
topic	Social media marketing Facebook Hotels Customers Marketing en redes sociales Hoteles Clientes
publishDate	2024
dc.date.accessioned.none.fl_str_mv	2024-07-15 00:00:00 2026-04-16T17:46:34Z
dc.date.available.none.fl_str_mv	2024-07-15 00:00:00
dc.date.issued.none.fl_str_mv	2024-07-15
dc.type.spa.fl_str_mv	Artículo de revista
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dc.relation.references.none.fl_str_mv	Anaya, G. J., Wang, S., & Lehto, X. Y. (2022) A Schema-based Perspective to Understanding Hotel Social Media Content Strategy. Journal of Quality Assurance in Hospitality & Tourism, 23 (1), 56-88. https://doi.org/10.1080/1528008X.2020.1848746 Arredondo-Espinoza, M. L., Santana-Martínez, J. A., & Martínez-Espinoza, C. E. (2022). Modelo de negocio e imagen para una empresa del sector restaurantero en Ciudad Obregón, Sonora, México. Gestión y Desarrollo Libre, 7 (14), 1-17. https://doi.org/10.18041/2539-3669/gestionlibre.14.2022.9382 Bedoya-Jiménez, M. A., & Quintero-Arango, L. F. (2024). Direccionamiento Estratégico: estudio de caso múltiple en pequeñas y medianas empresas en la ciudad de Medellín. Gestión y Desarrollo Libre, 9 (17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11045 Carbache-Mora, C., Lemoine-Quitero, F., & Chukwugozie-Okafor, C. (2023). Consumer behavior on social networks during the pandemic. Manabí, Ecuador 2021. Salud, Ciencia y Tecnología - Serie de Conferencias, 2, 200. https://conferencias.saludcyt.ar/index.php/sctconf/article/view/200 Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Procedia Computer Science, 219, 688-696. https://doi.org/10.1016/j.procs.2023.01.340 Eslava-Zapata, R., Cárdenas, D., & Chacón-Guerrero, E. (2023). Management of Colombian hotel companies' websites: an empirical approach. Revista de Investigación, Desarrollo e Innovación, 13 (2), 223-232. https://doi.org/10.19053/20278306.v13.n2.2023.16829 Eslava-Zapata, R. A., Chacón-Guerrero, E. J., Mogrovejo-Andrade, J. M., & Valero-Valencia, A. (2024a). Calidad del servicio: un estudio en hoteles con el modelo SERQVUAL. AiBi Revista De Investigación, Administración E Ingeniería, 12 (1), 1-10. https://doi.org/10.15649/2346030X.3286 Eslava-Zapata, R., Ferney-Archila, A., Mogrovejo-Andrade, J. M., Chacón-Guerrero, E., & Esteban-Montilla, R. (2024b). Planeación estratégica en empresas comercializadoras de textiles. Universidad Y Sociedad, 16 (1), 550-560. https://rus.ucf.edu.cu/index.php/rus/article/view/4358 Fadhlurrachman, F., & Sofyan, N. (2024). Eastparc Hotel Marketing Communication Strategy for Increasing Occupancy During the Pandemic in 2021. In: Khoury, R.E., Nasrallah, N. (eds) Intelligent Systems, Business, and Innovation Research. Studies in Systems, Decision and Control, 489. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-031-36895-0_40 Galindo-Inga, I., Diaz-Medina, C., Meneses-Claudio, B., & Zarate-Ruiz, G. (2022). Social networks in business development in the MSEs of Lurigancho-Chosica in 2022. Salud, Ciencia y Tecnología - Serie de Conferencias, 1, 370. https://conferencias.saludcyt.ar/index.php/sctconf/article/view/370 Garcia-De-los-Salmones, M. d. M., Herrero, A., & Martinez, P. (2021), CSR communication on Facebook: attitude towards the company and intention to share. International Journal of Contemporary Hospitality Management, 33 (4), 1391-1411. https://doi.org/10.1108/IJCHM-09-2020-1054 González-Mendoza, J.-A., Riaño-Solano, M., & Luna-Pereira, H.-O. (2022). Competencias gerenciales de la industria hotelera de Cúcuta. Colombia: Universidad Francisco de Paula Santander. https://repositorio.ufps.edu.co/bitstream/handle/ufps/6487/Competencias%20gerenciales%20ebook.pdf?sequence=1&isAllowed=y Gómez-Ortiz, E. J., & Durán, J. J. (2023). Sostenibilidad empresarial en Colombia. Gestión y Desarrollo Libre, 8 (16), 1-9. https://doi.org/10.18041/2539-3669/gestionlibre.16.2023.10494 Hernández-Sampieri, R., Fernández-Collado, C., & Baptista-Lucio, P. (2016). Metodología de la Investigación, (Sexta edición). México: McGraw Hill. Ho, J.-L., Chen, K. Y., Wang, L. H., Yeh, S.-S., & Huan, T. C. (2022). Exploring the impact of social media platform image on hotel customers’ visit intention. International Journal of Contemporary Hospitality Management, 34 (11), 4206-4226. https://doi.org/10.1108/IJCHM-12-2021-1469 Ibrahim, B. (2021). The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages: A Multi-Group Analysis of Hotel Ratings. Tourism: An International Interdisciplinary Journal, 69 (2). https://doi.org/10.37741/t.69.2.5 Jamouli, Y., Tetouani, S., Cherkaoui, O., & Soulhi, A. (2023). A model for Industry 4.0 readiness in manufacturing industries. Data and Metadata, 2, 200. https://dm.saludcyt.ar/index.php/dm/article/view/200 Kamenidou, I., Mamalis, S., Bara, E. Z., Mylona, I., & Pavlidis, S. (2022). Segmenting the Generation Z Cohort Based on Evaluation of Hotel’s Environmental Policy. In: Katsoni, V., Şerban, A. C. (eds) Transcending Borders in Tourism Through Innovation and Cultural Heritage. Springer Proceedings in Business and Economics, 119-132. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-030-92491-1_7 Kruger, S., Zanin, A., Fandiño-Isaza, J. R., Márquez, V., & Zanella, C. (2023). Estratégias de inovação utilizadas pelas pequenas e médias empresas frente a pandemia: Um estudo no Brasil e Colômbia. Revista Turismo & Desenvolvimento, 44, 405-419. https://doi.org/10.34624/rtd.v44i0.30915 Li, Z., Chan, C., Chen, Y. F., Hung-Chan, W. W., & Lon-Im, U. (2023) Millennials’ Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders’ Digital Marketing Content. Journal of Quality Assurance in Hospitality & Tourism, https://doi.org/10.1080/1528008X.2023.2219467 Linares-Giraldo, M., Rozo-Carvajal, K. J., & Sáenz-López, J. T. (2023). Impacto de la pandemia en el comportamiento del comercio B2C en Colombia. Región Científica, 2 (1), 202320. https://doi.org/10.58763/rc202320 Maltseva, M. V., Tsunaeva, Y. O., Arakelian, A. M., & Galazova, S. S. (2021). Information and Networking Technologies in the System of Promotion of Hotel Services. In: Popkova, E. G., Sergi, B. S. (eds) "Smart Technologies" for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems, 155. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-030-59126-7_158 Mishra, A., Sahu, S. K., & Kingaonkar, S. (2023). Maa Hotels: Rebranding and Digital Transformation. Asian Journal of Management Cases. https://doi.org/10.1177/09728201221145224 Morelos-Gómez, J., Cardona-Arbeláez, D. A., & Lora-Guzmán, H. S. (2024). Digital transformation in the tourism sector: the key role of social networks. Revista de Investigación, Desarrollo e Innovación, 14 (1), 27-40. https://doi.org/10.19053/20278306.v14.n1.2024.17284 Palenčarová, M., Hohoš, T., Correia, R., & Cunha, C. R. (2022). Social Media Marketing Research at the Hotel Industry in Slovakia. In 17th Iberian Conference on Information Systems and Technologies (CISTI), Madrid, Spain, 1-7. https://doi.org/10.23919/CISTI54924.2022.9820127 Ramos-Rivadeneira, D. X., & Jiménez-Toledo, J. A. (2024). La innovación desde las tecnologías emergentes para la competitividad empresarial. Gestión y Desarrollo Libre, 9 (17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11052 Salem, I. E., Elkhwesky, Z., & Ramkissoon, H. (2022). A content analysis for government’s and hotels’ response to COVID-19 pandemic in Egypt. Tourism and Hospitality Research, 22 (1), 42-59. https://doi.org/10.1177/14673584211002614 Santana-Martínez, J. A., Romero-Zapata, A. S., & Camacho-Bobadilla, C. E. (2023). Análisis de la relevancia de la identidad visual y branding en las ideas de negocio. Revista Gestión y Desarrollo Libre, 8 (16), 1-15. https://doi.org/10.18041/2539-3669/gestionlibre.16.2023.10224 Siaw, G., Martey, E., & Danquah, B. (2023). Effect of E-marketing on the Brand Image of Hotels in Cape Coast, Ghana. Revista Turismo & Desenvolvimento, 42, 67-80. https://doi.org/10.34624/rtd.v42i0.32667 Singh, O., Sinha, N., & Gupta, M. (2022). Popularity of Facebook hotel brand-page posts among consumers: a study of top ten international and domestic hospitality brands in India. International Journal of Business and Globalisation, 32 (2/3). https://www.inderscience.com/offers.php?id=127358 Siti-Munirah, A. G., & Ezdihar, H. (2022). Learning the Real Estate Market Resilience: The Effectiveness of Internet Platforms in Marketing Strategy. International Journal of Sustainable Construction Engineering and Technology, 13 (4), 185-191. https://publisher.uthm.edu.my/ojs/index.php/IJSCET/article/view/12842/5333 Valladolid-Benavides, A. M., Neyra-Cornejo, F. I., Hernández-Hernández, O., Callupe-Cueva, P. C., & Akintui-Antich, J. P. (2023). Adicción a redes sociales en estudiantes de una universidad nacional de Junín (Perú). Región Científica, 2 (1), 202353. https://doi.org/10.58763/rc202353
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spelling	Eslava Zapata, RolandoBecerra Orejarena, VolmarSánchez Castillo, Verenice2024-07-15 00:00:002026-04-16T17:46:34Z2024-07-15 00:00:002024-07-152027-8306https://repositorio.uptc.edu.co/handle/001/2151310.19053/uptc.20278306.v14.n2.2024.179232389-9417https://doi.org/10.19053/uptc.20278306.v14.n2.2024.17923application/pdftext/xmlUniversidad Pedagógica y Tecnológica de ColombiaRevista de Investigación, Desarrollo e Innovación - 2024https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessEsta obra está bajo una licencia internacional Creative Commons Atribución 4.0.http://purl.org/coar/access_right/c_abf2https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/17923Social media marketingFacebookHotelsCustomersMarketing en redes socialesHotelesClientesSocial media marketing strategies: an empirical study in the hotel sectorArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1info:eu-repo/semantics/articleJournal articleinfo:eu-repo/semantics/publishedVersionTexthttp://purl.org/coar/version/c_970fb48d4fbd8a85Anaya, G. J., Wang, S., & Lehto, X. Y. (2022) A Schema-based Perspective to Understanding Hotel Social Media Content Strategy. Journal of Quality Assurance in Hospitality & Tourism, 23 (1), 56-88. https://doi.org/10.1080/1528008X.2020.1848746Arredondo-Espinoza, M. L., Santana-Martínez, J. A., & Martínez-Espinoza, C. E. (2022). Modelo de negocio e imagen para una empresa del sector restaurantero en Ciudad Obregón, Sonora, México. Gestión y Desarrollo Libre, 7 (14), 1-17. https://doi.org/10.18041/2539-3669/gestionlibre.14.2022.9382Bedoya-Jiménez, M. A., & Quintero-Arango, L. F. (2024). Direccionamiento Estratégico: estudio de caso múltiple en pequeñas y medianas empresas en la ciudad de Medellín. Gestión y Desarrollo Libre, 9 (17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11045Carbache-Mora, C., Lemoine-Quitero, F., & Chukwugozie-Okafor, C. (2023). Consumer behavior on social networks during the pandemic. Manabí, Ecuador 2021. Salud, Ciencia y Tecnología - Serie de Conferencias, 2, 200. https://conferencias.saludcyt.ar/index.php/sctconf/article/view/200Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Procedia Computer Science, 219, 688-696. https://doi.org/10.1016/j.procs.2023.01.340Eslava-Zapata, R., Cárdenas, D., & Chacón-Guerrero, E. (2023). Management of Colombian hotel companies' websites: an empirical approach. Revista de Investigación, Desarrollo e Innovación, 13 (2), 223-232. https://doi.org/10.19053/20278306.v13.n2.2023.16829Eslava-Zapata, R. A., Chacón-Guerrero, E. J., Mogrovejo-Andrade, J. M., & Valero-Valencia, A. (2024a). Calidad del servicio: un estudio en hoteles con el modelo SERQVUAL. AiBi Revista De Investigación, Administración E Ingeniería, 12 (1), 1-10. https://doi.org/10.15649/2346030X.3286Eslava-Zapata, R., Ferney-Archila, A., Mogrovejo-Andrade, J. M., Chacón-Guerrero, E., & Esteban-Montilla, R. (2024b). Planeación estratégica en empresas comercializadoras de textiles. Universidad Y Sociedad, 16 (1), 550-560. https://rus.ucf.edu.cu/index.php/rus/article/view/4358Fadhlurrachman, F., & Sofyan, N. (2024). Eastparc Hotel Marketing Communication Strategy for Increasing Occupancy During the Pandemic in 2021. In: Khoury, R.E., Nasrallah, N. (eds) Intelligent Systems, Business, and Innovation Research. Studies in Systems, Decision and Control, 489. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-031-36895-0_40Galindo-Inga, I., Diaz-Medina, C., Meneses-Claudio, B., & Zarate-Ruiz, G. (2022). Social networks in business development in the MSEs of Lurigancho-Chosica in 2022. Salud, Ciencia y Tecnología - Serie de Conferencias, 1, 370. https://conferencias.saludcyt.ar/index.php/sctconf/article/view/370Garcia-De-los-Salmones, M. d. M., Herrero, A., & Martinez, P. (2021), CSR communication on Facebook: attitude towards the company and intention to share. International Journal of Contemporary Hospitality Management, 33 (4), 1391-1411. https://doi.org/10.1108/IJCHM-09-2020-1054González-Mendoza, J.-A., Riaño-Solano, M., & Luna-Pereira, H.-O. (2022). Competencias gerenciales de la industria hotelera de Cúcuta. Colombia: Universidad Francisco de Paula Santander. https://repositorio.ufps.edu.co/bitstream/handle/ufps/6487/Competencias%20gerenciales%20ebook.pdf?sequence=1&isAllowed=yGómez-Ortiz, E. J., & Durán, J. J. (2023). Sostenibilidad empresarial en Colombia. Gestión y Desarrollo Libre, 8 (16), 1-9. https://doi.org/10.18041/2539-3669/gestionlibre.16.2023.10494Hernández-Sampieri, R., Fernández-Collado, C., & Baptista-Lucio, P. (2016). Metodología de la Investigación, (Sexta edición). México: McGraw Hill.Ho, J.-L., Chen, K. Y., Wang, L. H., Yeh, S.-S., & Huan, T. C. (2022). Exploring the impact of social media platform image on hotel customers’ visit intention. International Journal of Contemporary Hospitality Management, 34 (11), 4206-4226. https://doi.org/10.1108/IJCHM-12-2021-1469Ibrahim, B. (2021). The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages: A Multi-Group Analysis of Hotel Ratings. Tourism: An International Interdisciplinary Journal, 69 (2). https://doi.org/10.37741/t.69.2.5Jamouli, Y., Tetouani, S., Cherkaoui, O., & Soulhi, A. (2023). A model for Industry 4.0 readiness in manufacturing industries. Data and Metadata, 2, 200. https://dm.saludcyt.ar/index.php/dm/article/view/200Kamenidou, I., Mamalis, S., Bara, E. Z., Mylona, I., & Pavlidis, S. (2022). Segmenting the Generation Z Cohort Based on Evaluation of Hotel’s Environmental Policy. In: Katsoni, V., Şerban, A. C. (eds) Transcending Borders in Tourism Through Innovation and Cultural Heritage. Springer Proceedings in Business and Economics, 119-132. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-030-92491-1_7Kruger, S., Zanin, A., Fandiño-Isaza, J. R., Márquez, V., & Zanella, C. (2023). Estratégias de inovação utilizadas pelas pequenas e médias empresas frente a pandemia: Um estudo no Brasil e Colômbia. Revista Turismo & Desenvolvimento, 44, 405-419. https://doi.org/10.34624/rtd.v44i0.30915Li, Z., Chan, C., Chen, Y. F., Hung-Chan, W. W., & Lon-Im, U. (2023) Millennials’ Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders’ Digital Marketing Content. Journal of Quality Assurance in Hospitality & Tourism, https://doi.org/10.1080/1528008X.2023.2219467Linares-Giraldo, M., Rozo-Carvajal, K. J., & Sáenz-López, J. T. (2023). Impacto de la pandemia en el comportamiento del comercio B2C en Colombia. Región Científica, 2 (1), 202320. https://doi.org/10.58763/rc202320Maltseva, M. V., Tsunaeva, Y. O., Arakelian, A. M., & Galazova, S. S. (2021). Information and Networking Technologies in the System of Promotion of Hotel Services. In: Popkova, E. G., Sergi, B. S. (eds) "Smart Technologies" for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems, 155. Germany: Springer International Publishing, Cham. https://doi.org/10.1007/978-3-030-59126-7_158Mishra, A., Sahu, S. K., & Kingaonkar, S. (2023). Maa Hotels: Rebranding and Digital Transformation. Asian Journal of Management Cases. https://doi.org/10.1177/09728201221145224Morelos-Gómez, J., Cardona-Arbeláez, D. A., & Lora-Guzmán, H. S. (2024). Digital transformation in the tourism sector: the key role of social networks. Revista de Investigación, Desarrollo e Innovación, 14 (1), 27-40. https://doi.org/10.19053/20278306.v14.n1.2024.17284Palenčarová, M., Hohoš, T., Correia, R., & Cunha, C. R. (2022). Social Media Marketing Research at the Hotel Industry in Slovakia. In 17th Iberian Conference on Information Systems and Technologies (CISTI), Madrid, Spain, 1-7. https://doi.org/10.23919/CISTI54924.2022.9820127Ramos-Rivadeneira, D. X., & Jiménez-Toledo, J. A. (2024). La innovación desde las tecnologías emergentes para la competitividad empresarial. Gestión y Desarrollo Libre, 9 (17), 1-14. https://doi.org/10.18041/2539-3669/gestionlibre.17.2024.11052Salem, I. E., Elkhwesky, Z., & Ramkissoon, H. (2022). A content analysis for government’s and hotels’ response to COVID-19 pandemic in Egypt. Tourism and Hospitality Research, 22 (1), 42-59. https://doi.org/10.1177/14673584211002614Santana-Martínez, J. A., Romero-Zapata, A. S., & Camacho-Bobadilla, C. E. (2023). Análisis de la relevancia de la identidad visual y branding en las ideas de negocio. Revista Gestión y Desarrollo Libre, 8 (16), 1-15. https://doi.org/10.18041/2539-3669/gestionlibre.16.2023.10224Siaw, G., Martey, E., & Danquah, B. (2023). 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Región Científica, 2 (1), 202353. https://doi.org/10.58763/rc2023539428114Revista de Investigación, Desarrollo e Innovaciónhttps://revistas.uptc.edu.co/index.php/investigacion_duitama/article/download/17923/14468https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/download/17923/15599Núm. 2 , Año 2024 : Julio-DiciembrePublicationOREORE.xmltext/xml2715https://repositorio.uptc.edu.co/bitstreams/1d5bf8cc-983d-4508-9e9d-599c7fe6208f/download22d82392da8d64f7817e4b7c8dfbb82cMD51falseAnonymousREAD001/21513oai:repositorio.uptc.edu.co:001/215132026-10-29 18:09:12.023https://creativecommons.org/licenses/by/4.0/metadata.onlyhttps://repositorio.uptc.edu.coRepositorio Institucional UPTCbdigital@metabiblioteca.com

Social media marketing strategies: an empirical study in the hotel sector

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