Hotel social media metrics: The ROI dilemma.

Journal article


Michopoulou, Eleni and Moisa, Delia Gabriela 2018. Hotel social media metrics: The ROI dilemma. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2018.05.019
AuthorsMichopoulou, Eleni and Moisa, Delia Gabriela
Abstract

This study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively.

This study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive.

This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively.

KeywordsSocial media; Metrics; Hotels; Return on investment (ROI); Marketing
Year2018
JournalInternational Journal of Hospitality Management
PublisherElsevier
ISSN02784319
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ijhm.2018.05.019
Web address (URL)http://hdl.handle.net/10545/622762
hdl:10545/622762
Publication dates11 Jun 2018
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Deposited15 Jun 2018, 15:17
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ContributorsUniversity of Derby and Manchester Metropolitan University
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