engleski

An analysis of luxury properties’ level of effectiveness in using Facebook features for their marketing promotion: a comparison of Croatia and the United States

Facebook is the most popular global social networking website. Used primarily for social networking, Facebook is becoming increasingly used for advertising products and services. This study analyzes the use of Facebook and its features by top luxury hotel properties. The importance of this study is that it shows a snapshot of the current state of Facebook usage for the luxury segment of lodging industry. This research paper is aimed at answering the question of selected hotels’ use of Facebook as an effective marketing tool. The hotels were rated on the use of ten Facebook features. The study showed that hotels in the United States use Facebook as a marketing tool more frequently and effectively then hotels in Croatia, yet significantly less than other industries. Hospitality industry has again shown its ineptitude in timely use of the latest technologies in its advance. While the scope of this study is limited because of its small sample size, some general conclusions were drawn. Measuring social media success remains difficult for marketers. However, the stronger a brand’s social media presence, the better the brand’s overall performance is in terms of customer contact frequency and financial performance.

Facebook; marketing; hospitality; ineptitude

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