EVALUATION OF THE SOCIAL MEDIA CHANNELS IN HOSPITALITY MARKETING. CASE STUDY: INTERCONTINENTAL HOTELS
Vo, Dai Thong (2016)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605035985
https://urn.fi/URN:NBN:fi:amk-201605035985
Tiivistelmä
The development of social media has changed the world recently and more specifically, social media marketing has become the latest trend. Therefore, every business should have to construct its new marketing plan to optimize the usage of the online social media channels. The commissioner, InterContinental hotels, has been chosen for this case to clarify the practices of applying online social media channels in marketing.
The aim of the thesis is to give a more specific example of the usage of social media channels in marketing besides providing the theories of social media marketing. The popular social media channels of three case hotels are put in the comparison and evaluation.
The three main parts are examined in the thesis: theoretical knowledge base about social media marketing, the data research of popular social media channels of case hotels, and the conclusion. In addition, the new trends on social media channels are also mentioned. The modifications and enhancements are recommended to expand the online reputation and to increase the customer engagement, which are based on the research results.
The aim of the thesis is to give a more specific example of the usage of social media channels in marketing besides providing the theories of social media marketing. The popular social media channels of three case hotels are put in the comparison and evaluation.
The three main parts are examined in the thesis: theoretical knowledge base about social media marketing, the data research of popular social media channels of case hotels, and the conclusion. In addition, the new trends on social media channels are also mentioned. The modifications and enhancements are recommended to expand the online reputation and to increase the customer engagement, which are based on the research results.