The Branded Content in the Balearic Hotel Chains

Abstract

The purpose of this chapter is to emphasize the importance that the branded content has acquired when it comes to increasing the companies’ brand knowledge in general, and particularly, the hotel chains, analyzing the implantation of this strategy in the Ushuaïa Ibiza Beach Hotel. The methodology applied is the content analysis, studying the presence of the hotel from Ibiza in Facebook and Twitter although mainly studying which are the contents published by Ushuaïa Beach Hotel that generate a bigger engagement with its target audience. The sample period goes for one year, from January 2012 to January 2013. The results show that its key to success is to publish contents that seduce its audience involving it voluntarily and taking part in it.

Citation

Aguiló Lemoine, Á., García Sastre, M.A. and Alemany Hormaeche, M. (2016), "The Branded Content in the Balearic Hotel Chains", Tourism and Hospitality Management (Advances in Culture, Tourism and Hospitality Research, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 187-196. https://doi.org/10.1108/S1871-317320160000012014