SOCIAL MEDIA'S IMPACT ON HOSPITALITY MARKETING: TRENDS, STRATEGIES, AND FUTURE DIRECTIONS

Edgar  D’Souza

doi:10.5281/zenodo.18065385

Authors

Edgar D’Souza Goa University https://orcid.org/0000-0001-9160-1431

DOI:

https://doi.org/10.5281/zenodo.18065385

Keywords:

Social Media Marketing, Online Reviews, Influencer Collaborations, Hospitality Industry

Abstract

This study aims to explore the multifaceted impact of social media on hospitality marketing, focusing on identifying key trends, strategies, and future directions. The review synthesizes key concepts such as omni-channel strategies, influencer marketing, and user-generated content (UGC), illustrating their interrelationships and implications for the hospitality industry. These concepts highlight how social media platforms have evolved into dynamic online communities characterized by user-generated content and participatory engagement. Using a comprehensive literature review, this study examines existing research to identify significant patterns and themes. The findings reveal that social media enhances brand identity, customer engagement, and reputation management through visual storytelling, influencer partnerships, and responsive feedback mechanisms. The review underscores the importance of integrating online and offline touchpoints to create cohesive guest experiences and foster loyalty. Additionally, the analysis highlights the persuasive power of authentic influencer endorsements and the credibility of UGC in shaping consumer perceptions. The conclusions emphasize the necessity for hospitality businesses to adopt integrated marketing approaches and leverage social media's dynamic capabilities to meet the evolving needs of digitally engaged consumers. By addressing identified research gaps, such as the long-term impact of influencer endorsements and the nuances of customer trust in UGC, this study offers both theoretical insights and practical recommendations. These insights aim to guide the development of effective strategies that enhance guest experiences, optimize marketing efforts, and ensure industry relevance in the digital age.

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Author Biography

Edgar D’Souza, Goa University

PhD in Tourism Management/ Goa University, 2023. Master in Tourism & Hospitality Management from Madurai Kamaraj University, 2010. Diploma in Hotel Management from Institute of Hotel Management, Catering Technology and Applied Nutrition, 1994. Officiating Principal, Goa College of Hospitality and Culinary Education, Taj, Cidade de Goa. Editorial Board Member of International Journal of Hospitality & Tourism Management - July 2024 to July 2027.

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