Social Media Marketing (SMM) Impact on Hotel Business Development: Private Mini Hotel Experience

Authors

  • Suzana Balova Аssociate professor of the Department of Management, Financial University under the Government of the Russian Federation, Moscow, Russia. https://orcid.org/0000-0002-4033-6823
  • Inga Orlova Associate Professor of the Department of Pedagogy and Psychology, Moscow State University of Technology and Management named after K.R. Razumovsky (First Cossack University), Moscow, Russia. https://orcid.org/0000-0003-2245-2596
  • Elena Konovalova Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russia. https://orcid.org/0000-0002-8454-8166
  • Margarita Repina Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russia. https://orcid.org/0000-0002-7120-3302
  • Igor Shichkin Leading Researcher of the Research Center of Labour Economics, Plekhanov Russian University of Economics, Moscow, Russia. https://orcid.org/0000-0002-3158-0648

DOI:

https://doi.org/10.5281/zenodo.7154757

Keywords:

Social networks, Social media marketing, Hotel service, Minihotel, Instagram

Abstract

Today, social networks are becoming increasingly popular for the promotion of the hotel business. One of them is Instagram – a free service with which it is possible to save, edit, and publish photos, as well as distribute them on other social networks. The popularity of Instagram is growing every year. The purpose of the article is to evaluate the use of Instagram of the most mini-hotels in Moscow to promote their services in the hospitality market and determine the main problems of using Instagram to establish effective communication with customers. The article presents various approaches to the use of social media marketing (SMM) and discusses the features of the social network Instagram as one of SMM tools. Instagram accounts of mini-hotels in Moscow and the rating of mini-hotels in Moscow on Booking, Agoda websites were investigated in 2021, and the relationship between the content of Instagram accounts and the rating of mini-hotels in Moscow on the Booking and Agoda websites was analyzed. The results suggest that Instagram is a powerful SMM tool that allows effectively using and operating the versatile capabilities of a mini-hotel for successful organization and business, and the growing popularity of social networks contributes to the positioning of mini-hotel services through the Instagram network and becomes a reliable lever aimed at attracting the attention of potential customers.

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Author Biographies

Suzana Balova, Аssociate professor of the Department of Management, Financial University under the Government of the Russian Federation, Moscow, Russia.

PhD in Economics (2005), Аssociate professor of the Department of Management, Financial University under the Government of the Russian Federation, Moscow, Russian Federationю ORCID ID: https://orcid.org/0000-0002-4033-6823. [syu52@yandex.ru]

Inga Orlova, Associate Professor of the Department of Pedagogy and Psychology, Moscow State University of Technology and Management named after K.R. Razumovsky (First Cossack University), Moscow, Russia.

Candidate of Pedagogical Sciences (2006), Associate Professor of the Department of Pedagogy and Psychology, Moscow State University of Technology and Management named after K.R. Razumovsky (First Cossack University), Moscow, Russian Federation. ORCID ID: https://orcid.org/0000-0003-2245-2596. [ inga-orlova@mail.ru ]

Elena Konovalova, Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russia.

Candidate of Economic Sciences, Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russian Federation. ORCID ID: https://orcid.org/0000-0002-8454-8166. [el.konovalova@bk.ru ]

Margarita Repina, Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russia.

Candidate of Economic Sciences, Associate Professor of the Higher School of Business, Management and Law, Russian State University of Tourism and Service, Moscow, Russian Federation. ORCID ID: https://orcid.org/0000-0002-7120-3302. [repina.m.g@mail.ru ]

Igor Shichkin, Leading Researcher of the Research Center of Labour Economics, Plekhanov Russian University of Economics, Moscow, Russia.

Candidate of Economic Sciences (2009), Leading Researcher of the Research Center of Labour Economics, Plekhanov Russian University of Economics, Moscow, Russian Federation. ORCID ID: https://orcid.org/0000-0002-3158-0648. [shichkinia@mail.ru ]

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Published

2022-10-06

How to Cite

Balova, S. ., Orlova, I. ., Konovalova, E., Repina, M. ., & Shichkin, I. . (2022). Social Media Marketing (SMM) Impact on Hotel Business Development: Private Mini Hotel Experience. Anais Brasileiros De Estudos Turísticos, 12(Special Issue). https://doi.org/10.5281/zenodo.7154757

Issue

ABET, Vol. 12, Special Issue (2022): "Special Issue of Collected Papers from Russia and Eurasia: Tourism in an Eastern Context and Perspective"

Section

SPONTANEOUS DEMAND PAPERS RELATED TO THE ISSUE

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Copyright (c) 2022 Anais Brasileiros de Estudos Turísticos

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