Enhancing social media engagement by the hospitality industry: The power of customer experience dimensions
The purpose of this study is to explore how publications on social media related to hotel experience influence key customer purchasing behaviour variables, thereby extending research concerning guests' decision-making processes by demonstrating empirically that attachment is a mediating variabl...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad Autónoma de Madrid |
| Repositorio: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.uam.es:10486/708611 |
| Acceso en línea: | http://hdl.handle.net/10486/708611 https://dx.doi.org/10.1177/13567667221135195 |
| Access Level: | acceso abierto |
| Palabra clave: | Customer experience Social media Booking intention Brand attachment Engagement Empresa |
| Sumario: | The purpose of this study is to explore how publications on social media related to hotel experience influence key customer purchasing behaviour variables, thereby extending research concerning guests' decision-making processes by demonstrating empirically that attachment is a mediating variable between engagement and booking intention. The study also aims to identify the type of online publications focused on hotel experiential dimensions that offers the best results in terms of users' affective responses. Based on a panel survey of 1279 potential hotel guests conducted in January 2021, a multi-group model shows that interactions with social media content improve brand attachment and booking intention. In addition, the experiential dimensions have a moderating effect. Publications that refer to localization produce better outcomes than those produced by guest mentions and ambience. These results suggest guidance for hotel managers regarding communication strategies for social media based on experience cues, interaction and the establishment of emotional bonds with potential customers. |
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