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Research Paper | Hotel Management | India | Volume 12 Issue 7, July 2023 | Rating: 5.4 / 10

The Role of Social Media in Hotel Marketing: A Study of Customer Engagement and Brand Loyalty

Aebriq. T. Peter

Abstract: In the digital era, social media has emerged as a powerful platform that has revolutionized marketing strategies across various industries. This study investigates the role of social media in hotel marketing, focusing specifically on customer engagement and brand loyalty. The objective is to explore how hotels utilize social media platforms to engage with customers and enhance brand loyalty, ultimately leading to a competitive advantage in the hospitality industry. The study employs a mixed - methods approach, incorporating both quantitative and qualitative research methods. The quantitative phase involves a survey conducted among hotel guests to collect data on their social media usage, engagement with hotel brands on social platforms, and their level of brand loyalty. On the other hand, the qualitative phase includes in - depth interviews with hotel marketing professionals to gain insights into their social media strategies and practices. The findings reveal the significant impact of social media on customer engagement and brand loyalty in the hotel industry. The study demonstrates that social media platforms serve as effective tools for hotels to actively engage with customers, build relationships, and create personalized experiences. Using engaging content, targeted advertising, and interactive communication, hotels can attract potential guests, foster a sense of community, and strengthen brand loyalty. Furthermore, the study highlights the importance of social media analytics and monitoring tools in tracking customer sentiment, preferences, and feedback. These insights enable hotels to tailor their marketing efforts, enhance customer experiences, and address any concerns promptly. Moreover, the study emphasizes the need for hotels to align their social media strategies with their overall marketing objectives and brand identity to ensure consistency and authenticity in their communication. Overall, this research contributes to the existing literature on social media marketing in the hotel industry by providing valuable insights into the role of social media in customer engagement and brand loyalty. The study offers practical implications for hotel marketers, enabling them to develop effective social media strategies that can foster long - term customer relationships, increase brand loyalty, and ultimately drive business growth in the competitive hospitality landscape.

Keywords: Social Media, Hotel Marketing, Customer Engagement, Brand Loyalty

Edition: Volume 12 Issue 7, July 2023,

Pages: 1830 - 1834