Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

Mansour Talal Alansari, Natalia Velikova, Tun Min (Catherine) Jai

Research output: Contribution to journalArticle

5 Scopus citations

Abstract

Purpose: The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market. Design/methodology/approach: Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model. Findings: When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth. Originality/value: The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

Original languageEnglish
Pages (from-to)63-77
Number of pages15
JournalJournal of Hospitality and Tourism Technology
Volume9
Issue number1
DOIs
StatePublished - 2018

Keywords

  • Hotels
  • Marketing effectiveness
  • Saudi Arabia
  • Social media
  • Twitter

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