The Value of Social Networking Sites in Hotels

Sarah Diffley, Patrick McCole

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
277 Downloads (Pure)


Purpose: Despite the rapid growth of social networking sites, research demonstrating the marketing application of these technologies is lacking. Consequently, this paper seeks to explore the impact of social networking sites on hotel marketing activities.

Design/methodology/approach: An exploratory study was employed. Adopting a key informant approach, in-depth interviews were conducted with 14 respondents in the hotel industry who use social networking sites as part of their hotel marketing efforts.

Findings: Networked interactions facilitated by social networking sites can influence the marketing activities of hotels in many ways. This extends to deeper connections and co-creating value with customers to enhance the market offerings and promotional activities of the firm. Not all interviewees capitalised upon the capabilities offered by social networking sites.

Practical implications: Social networking sites act as a key knowledge resource that can be employed by practitioners to create and deliver superior customer value. However, the extent to which this is achieved depends on who is responsible for implementing it. Specifically, those with a more proactive attitude and approach towards marketing on social networking sites tend to reap greater benefits.

Originality/value: Using the service-dominant logic as a guide, this paper offers greater insight into the theory and practice of social media marketing in the hotel industry, an under-studied and fragmented research area.
Original languageEnglish
Pages (from-to)114-132
JournalQualitative Market Research: An International Journal
Issue number2
Publication statusPublished - 08 Apr 2019


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