Role of social media in customers decision-making process

Bc. Daria Golovko

Bakalářská práce

Anotace:

This text explores the role of social media in the decision-making process of hotel customers. The author provides a theoretical background on social media and its development in the tourism industry, as well as theories of social media marketing and their impact on hotel selection. In the practical part of the study, the author conducted a survey with 130 respondents, which revealed that customers prioritize factors such as room size, cleanliness, refundable options, and language spoken by personnel in their hotel selection process. The survey also found that customers did not place as much importance on reading reviews or sharing their experiences online. Understanding these issues can help hoteliers engage with potential customers and improve their overall experience.

Abstract:

This text explores the role of social media in the decision-making process of hotel customers. The author provides a theoretical background on social media and its development in the tourism industry, as well as theories of social media marketing and their impact on hotel selection. In the practical part of the study, the author conducted a survey with 130 respondents, which revealed that customers prioritize factors such as room size, cleanliness, refundable options, and language spoken by personnel in their hotel selection process. The survey also found that customers did not place as much importance on reading reviews or sharing their experiences online. Understanding these issues can help hoteliers engage with potential customers and improve their overall experience.

Keywords

Social media, hotels, hotel industry, decision, theory.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 19. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 5. 6. 2023
• Vedoucí: Ing. Štěpán Chalupa, Ph.D.
• Oponent: Ing. Martin Kocourek

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.

Bakalářský studijní program / obor:
Hospitality Management / Hospitality Management