The impact of Instagram marketing on boutique hotels in Galle, Sri Lanka
Mohandas, Jennifer; Mendis, Geethani (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052615912
https://urn.fi/URN:NBN:fi:amk-2025052615912
Tiivistelmä
This study examines the effect of Instagram marketing on the business perfor mance of boutique hotels in Galle, Sri Lanka. As social media is at the center of consumer decision-making in the hospitality industry, it is essential to identify the role played by Instagram for boutique hotel managers. The purpose of this study was to investigate how Instagram's visuality, influencer collaborations, promo tional content, and trust-building actions affect customer engagement and busi ness performance.
A quantitative research design was employed, and a sample size of 150 employ ees of boutique hotels was employed through convenience sampling. Data on participants' behavior and perception about Instagram marketing were gathered using a structured questionnaire. The data were analyzed using descriptive sta tistics and multiple regression analysis with the help of SPSS software.
The findings established that Instagram marketing significantly enhances brand recognition, customer engagement, and booking levels for boutique hotels. Visual media, influencer promotion, and trust measures were found to be the primary drivers of customer interest and business performance. Additionally, it was es tablished that promotional material directly impacts purchasing decisions.
The study concludes that Instagram is a necessary tool for boutique hotels to attract and retain visitors. From the study, the following recommendations were made to boutique hotels to adopt consistent visual brand, strategically work with influencers, leverage promotions, and build increased trust through interactions. Future scholars are encouraged to extend the research to other social media platforms and explore long-term effects of brand loyalty.
A quantitative research design was employed, and a sample size of 150 employ ees of boutique hotels was employed through convenience sampling. Data on participants' behavior and perception about Instagram marketing were gathered using a structured questionnaire. The data were analyzed using descriptive sta tistics and multiple regression analysis with the help of SPSS software.
The findings established that Instagram marketing significantly enhances brand recognition, customer engagement, and booking levels for boutique hotels. Visual media, influencer promotion, and trust measures were found to be the primary drivers of customer interest and business performance. Additionally, it was es tablished that promotional material directly impacts purchasing decisions.
The study concludes that Instagram is a necessary tool for boutique hotels to attract and retain visitors. From the study, the following recommendations were made to boutique hotels to adopt consistent visual brand, strategically work with influencers, leverage promotions, and build increased trust through interactions. Future scholars are encouraged to extend the research to other social media platforms and explore long-term effects of brand loyalty.