Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry

Abstract

The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study and publicly available post data on Facebook accounts of 441 facilities (out of a total of 612) were examined in the high tourist season (August) for one month. Data on 2,012 Facebook posts were obtained manually and filtered down to 1,847. The collected post data were subsequently coded using a content analysis form and analyzed via ordinal regression. The results highlighted the positive effects of interactive content and vivid content as well as the significance of the content type in achieving higher interaction among followers. The facility location and category (hotel, holiday village, thermal hotel) also emerged as significant factors affecting follower interactions.

本研究对豪华酒店设施的社交媒体使用行为进行了评估，并提出了 提高有机岗位效能的建议.所有在土耳其运营的五星级旅游设施均纳 入研究，并在Facebook账户上公开发布数据，其 441个设施（共 612个）在旅游旺季（8月）进行了为期一个月的调查.2012年facebook帖子的数据是手动获取的，并过滤到1847年.随后，使用内容 分析表对收集的岗位数据进行编码，并通过顺序回归进行分析.研究 结果突出了互动内容和生动内容的积极作用，以及内容类型对提高 追随者互动的意义. 设施位置和类别（酒店、度假村、热酒店）也成 为影响追随者互动的重 素.