Market Perspectives: The Role and Effectiveness of Social Media in China’s Post-Epidemic Hospitality Recovery

DOI

10.2991/978-94-6463-570-6_72How to use a DOI?

Keywords

social media; hospitality recovery; user engagement; content quality; post China outbreak; marketing strategy; brand loyalty; performance improvement

Abstract

This article is based on the discussion of the role of social media and its influence on the recuperation of the boarding after the Chinese epidemic. In this research the direct effect of user involvment level, social media follower and the degree of user participation will be analyzed by using a census. One of the results of the research is that, there is a significant direct relationship between the frequency of social media usage and the performance of the hotel so that the more often the hotel is used, the better the performance. Frequent social media activities generate and enhance customer engagement and satisfaction resulting in with more bookings and higher performance. Furthermore, the online engagement of users as well as the quality of the content also, to a large degree, positively influence hotel performance, with attention being attracted by good content and brand loyalty being promoted. The research grants empirical power to the proof of social media strategies’ relevance in the revival of the hospitality management and also provides hotel managers a set of data to work on for hotel marketing strategies. It is recommended that in social media marketing, the hoteliers now focus on content creative and user engagement to monitor the user behaviour and feedback using data analyzing tool, make alterations to the definable approach as the market demands to deliver service satisfaction to the customer and build the trust on the brand so that the hotel can compete effectively in the market environment.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Qingwen Li
PY  - 2024
DA  - 2024/11/22
TI  - Market Perspectives: The Role and Effectiveness of Social Media in China’s Post-Epidemic Hospitality Recovery
BT  - Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
PB  - Atlantis Press
SP  - 722
EP  - 728
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-570-6_72
DO  - 10.2991/978-94-6463-570-6_72
ID  - Li2024
ER  -