Create a Social media and Guest Experience Handbook for a boutique hotel in Athens
Bitsori, Maria (2026)
2026
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604095974
https://urn.fi/URN:NBN:fi:amk-202604095974
Tiivistelmä
This thesis examines the relationship between social media communication and guest experience within boutique hotels in Athens. The aim of the study is to develop a practical Social Media and Guest Experience Handbook that supports hotels in aligning their digital communication with the experience delivered on-site.
The study adopts a qualitative research approach using a case study design. Data collection methods include observation of guest experience touchpoints, analysis of social media content, and review of relevant academic literature. The collected data is analyzed using thematic analysis to identify patterns, inconsistencies, and development opportunities between online representation and actual guest experience.
The findings indicate that misalignment between social media content and real service delivery can lead to unmet expectations and decreased guest satisfaction. Key areas of improvement include the use of authentic visual content, consistent communication tone, and better integration of guest experience elements into digital platforms.
Based on the findings, a practical handbook is developed to provide actionable guidelines for boutique hotels. The handbook focuses on improving content strategies, enhancing consistency across touchpoints, and supporting continuous monitoring and improvement.
The study contributes both academically and practically by offering insights into boutique hospitality communication and providing a tool that can be applied in real hotel operations.
The study adopts a qualitative research approach using a case study design. Data collection methods include observation of guest experience touchpoints, analysis of social media content, and review of relevant academic literature. The collected data is analyzed using thematic analysis to identify patterns, inconsistencies, and development opportunities between online representation and actual guest experience.
The findings indicate that misalignment between social media content and real service delivery can lead to unmet expectations and decreased guest satisfaction. Key areas of improvement include the use of authentic visual content, consistent communication tone, and better integration of guest experience elements into digital platforms.
Based on the findings, a practical handbook is developed to provide actionable guidelines for boutique hotels. The handbook focuses on improving content strategies, enhancing consistency across touchpoints, and supporting continuous monitoring and improvement.
The study contributes both academically and practically by offering insights into boutique hospitality communication and providing a tool that can be applied in real hotel operations.