Exploratory Research on Social Media Marketing Usage in Small and Medium-sized Enterprises in the Hotel and Gastronomy Industry

The purpose of this research paper is to analyze various methods of social media online marketing and evaluate opportunities for small and medium-sized enterprises in the hotel and gastronomy industry. Exploratory interviews with Austrian restaurant and hotel businesses in Vienna pinpoint the current situation of the use of the latest technology connected with social networks in more detail. Moreover, an evaluation of social media sites of the researched companies is to be found, illustrating which networks they use and how active they are. The interviews show that active customer communication through social media has arrived in the gastronomy and hotel industry. Restaurant and hotel businesses use these networks to establish contact with their customers and guests and to reach a specific target group. Social media is seen as an additional service in the marketing mix.