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Vol. 14 No. 2 (2024)
Julio-Diciembre

Articles

Social media marketing strategies: an empirical study in the hotel sector

https://doi.org/10.19053/uptc.20278306.v14.n2.2024.17923

Published 2024-07-15

Rolando Eslava-Zapata
Universidad Libre de Colombia, Cúcuta, Colombia image/svg+xml

Volmar Becerra-Orejarena
Universidad Libre de Colombia, Cúcuta, Colombia image/svg+xml

Verenice Sánchez-Castillo
University of the Amazon, Florencia, Colombia image/svg+xml

Abstract

The objective of this study is to analyze the use of the social network Facebook by clients of the Hotel RZR, located in the city of Cúcuta, Colombia. The study is quantitative, follows a cross-sectional design and the questionnaire was applied to a sample of 102 hotel guests. The descriptive statistics reflect a standard deviation of 0.579, which indicates that there is a low dispersion of the data with respect to the average value. The results show that age, the level of study and gender are aspects related to customers' preferences in the use of Facebook. It is concluded that Facebook's social network has become a valuable digital marketing tool and the RZR Hotel must innovate in the network, to boost communication with customers and exploit other benefits offered by Facebook, such as segmentation, branding, online reputation and traffic generation.

Keywords

social media marketing, Facebook, hotels, customers

PDF

Author Biography

Rolando Eslava-Zapata

Doctor in Administration

Volmar Becerra-Orejarena

Business Administration Student.

Verenice Sánchez-Castillo

Doctor in Anthropology

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