The Missing Link:Creating Value with Social Media use in Hotels

Garrido-Moreno, Aurora and Garcia-Morales, Victor and Lockett, Nigel Jonathan and King, Stephen (2018) The Missing Link:Creating Value with Social Media use in Hotels. International Journal of Hospitality Management, 75. pp. 94-104. ISSN 0278-4319

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Social Media has transformed the way firms relate to their markets. Hotels all over the world are increasingly using these tools, integrating them into their Customer Relationship Management (CRM) strategies to engage customers in active conversations. The use of Social Networking and Review Sites, like TripAdvisor, has become all pervasive, and hotels are investing large sums of money in engaging customers via Social Media. However, there is a certain degree of skepticism about how these technologies can help to create value. To shed light on the topic, based on a sample of 222 Spanish hotels, this study examines the real impact of Social Media use, showing the key role played by Social CRM Capabilities in the process of value creation with these tools. By building on the Resource-based theory, the proposed model shows the pathway between Social Media use and organizational performance, in terms of profitability, sales and customer retention.

Item Type:
Journal Article
Journal or Publication Title:
International Journal of Hospitality Management
Additional Information:
This is the author’s version of a work that was accepted for publication in International Journal of Hospitality Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Hospitality Management, 75, 2018 DOI: 10.1016/j.ijhm.2018.03.008
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Deposited On:
19 Mar 2018 09:26
Last Modified:
15 Sep 2023 00:41