The Development of Responses to Social Media Reviews in the Lodging Industry
By: Suzanne Markham Bagnera Abstract This case study presents information about User-Generated Content (UGC) on social media sites, like TripAdvisor®. This case study aims to familiarize students with social media websites and demonstrate how management should respond to reviews posted by consumers. Examples of positive and negative management responses are provided to help identify appropriate […]
The role of social media as a distribution channel for promoting pricing strategies
By: APOSTOLOS AMPOUNTOLAS, Ph.D. Abstract Purpose The purpose of this paper is to investigate how using social media (SM) as a tool to influence demand motivates the distribution of different price promotion strategies to encourage consumers to utilize direct bookings, along with how this impacts revenue strategies and profitability. Design/methodology/approach This study surveyed hotel executives […]
Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses
By: Michael Kwag, Ph.D. Abstract The paper examines the antecedents of acceptance of social networking sites in retail franchise and restaurant businesses. The success of retail franchise and restaurant business operators via social networking sites depends not only on organizational benefits but also on their behavioral intentions of using it. Three hundred and twenty-four samples […]