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

Mansour Talal Alansari (Department of Business, Niagara College KSA, Makkah, Saudi Arabia)
Natalia Velikova (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, Texas, USA)
Tun-Min (Catherine) Jai (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, Texas, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 12 March 2018

860

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.

研究目的

本研究旨在于探索酒店消费者对于酒店Twitter营销的态度以及酒店Twitter营销对打造酒店品牌、消费者预订酒店行为、和电子口碑营销的影响。由于Twitter在沙特阿拉伯地区的广泛流行,本研究将沙特阿拉伯为案例进行调研。

研究设计/方法/途径

本研究在前人建立的社交媒体营销有效性模型的基础上,进行改进创新,并且实地调研了消费者对于酒店Twitter营销账户的态度。本研究采用网上问卷采样的方式,样本经过验证性因子分析法和结构方程模型的分析,来进行模型的测试。

研究结果

本研究表明,当消费者对于酒店Tweets持有积极态度的时候,他们对于酒店Twitter账户也同样保持积极态度,同时这种积极态度也会增进他们对于酒店品牌的认知,消费者更加愿意预订酒店房间,以及为酒店电子口碑营销。

研究原创性/价值

本研究结果对于酒店行业中社交媒体的营销有效性的探索有着积极贡献。

Keywords

Citation

Alansari, M.T., Velikova, N. and Jai, T.-M.(C). (2018), "Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia", Journal of Hospitality and Tourism Technology, Vol. 9 No. 1, pp. 65-79. https://doi.org/10.1108/JHTT-09-2017-0096

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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