Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry

被引:91
作者
Choi, Eun-Kyong [1 ]
Fowler, Deborah [2 ]
Goh, Ben [3 ]
Yuan, Jingxue [2 ]
机构
[1] Univ Memphis, Kemmons Wilson Sch Hospitality & Resort Managemen, 3700 Cent Ave, Memphis, TN 38152 USA
[2] Texas Tech Univ, Coll Human Sci, Dept Nutr Hospitality & Retailing, Lubbock, TX 79409 USA
[3] Oklahoma State Univ, Coll Human Sci, Sch Hotel & Restaurant Adm, Stillwater, OK 74078 USA
关键词
Facebook; hotel industry; online satisfaction; purchase intention; uses & gratifications theory; WORD-OF-MOUTH; SELF-PRESENTATION; CUSTOMER SATISFACTION; PURCHASE INTENTION; WEBSITE QUALITY; ONLINE; NETWORKING; IMPACT; CONSUMERS; FACEBOOK;
D O I
10.1080/19368623.2016.1100102
中图分类号
F [经济];
学科分类号
02 ;
摘要
The purpose of this study was to examine the gratification factors that increase user satisfaction of hotels' Facebook pages and to determine how user satisfaction affects visit intention to a hotel by applying the uses and gratifications ( U&G) theory. Using structural equation modeling, this study suggested three gratifications of information, convenience, and self-expression serve as antecedents for user satisfaction with the hotel's Facebook page, but two gratifications of entertainment and social interaction did not significantly affect user satisfaction with the hotel's Facebook page. The results of the study also showed a positive relationship between user satisfaction with a hotel's Facebook page and intention to stay at that hotel in the future. The findings of this study provide theoretical contributions by extending the application of the U&G theory to hotels Facebook usage and these results can guide hotel companies toward improving their Facebook pages in order to meet the users' needs.
引用
收藏
页码:771 / 796
页数:26
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