ABSTRACT
The study focused on the
influence of strategic use of social media in hospitality marketing in
Abia State. The objectives of the study
are; to identify the social media platforms applicable in hospitality marketing
in Abia State, to determine the
level of utilization of the identified social media platforms in hospitality
marketing in Abia State, to
examine the effect of strategic use of social media on the development of
hospitality marketing in Abia State,
to identify the factors affecting the utilization of social media in
hospitality marketing in Abia State and to proffer solution on better
ways of using social media platform in marketing hospitality products and
services. To achieve the objective of the study,
survey research design was adopted. The researcher adopted primary data in
getting the required information through the use of structured questionnaire.
The population of the study is 38 registered hotels in Umuahia, Abia State with
520 staff strength. The sample size of the study is 228 after adopting Taro
Yamane formula. In analysis the data, simple regression analysis was used. The
findings revealed that Facebook, twitter, whatsapp and instagram are social
media platforms applicable in development of hotel marketing in Abia State. The findings also revealed that strategic
use of facebook affect the development of hotel marketing, Strategic use of
twitter affect the development of hotel marketing, strategic use of whatsapp
affect the development of hotel marketing and Strategic use of Instagram affect
the development of hotel marketing. The study recommends that The study
is recommending that for hotels to succeed, Facebook should be used as a
marketing tool for products and services. Customers spend most of their time on
Facebook and it is where business will meet new customers getting feedback on
how the customers want to be satisfied. Satisfactions of customers always come
from their expectation and not every business know if they meet that
satisfaction unless they get feedback from the customers. Facebook marketing
made that possible by giving customers a way of talking to their provider that
is the business.
ACHONWA, A (2023). Social Media And Hospitality Marketing In Abia State. Repository.mouau.edu.ng: Retrieved Nov 13, 2024, from https://repository.mouau.edu.ng/work/view/social-media-and-hospitality-marketing-in-abia-state-7-2
ACHONWA, ACHONWA. " Social Media And Hospitality Marketing In Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 13 Sep. 2023, https://repository.mouau.edu.ng/work/view/social-media-and-hospitality-marketing-in-abia-state-7-2. Accessed 13 Nov. 2024.
ACHONWA, ACHONWA. " Social Media And Hospitality Marketing In Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 13 Sep. 2023. Web. 13 Nov. 2024. < https://repository.mouau.edu.ng/work/view/social-media-and-hospitality-marketing-in-abia-state-7-2 >.
ACHONWA, ACHONWA. " Social Media And Hospitality Marketing In Abia State" Repository.mouau.edu.ng (2023). Accessed 13 Nov. 2024. https://repository.mouau.edu.ng/work/view/social-media-and-hospitality-marketing-in-abia-state-7-2