Start Date

6-1-2011 2:30 PM

End Date

6-1-2011 3:45 PM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Information Technology

Faculty Member

Dr. Naveed Baqir mnbaqir@udel.edu

Abstract

Consumer participation in social networks has increased exponentially since the beginning of the new millennium. The hospitality industry, as one of the most customer sensitive industries, has started to explore using social networking to grow their businesses. However, the medium presents new challenges and issues for lodging firms as to how social media fits in with their traditional marketing strategy. In a highly competitive environment for customers, managers should better understand the implications of their strategy when participating in social media environments. In this study the Delphi technique was used by author to compile a list of key issues in use of social networking in hospitality industry. The result is presented in a ranked order and top five key issues are discussed to clarify the terms and provide insight into the importance of the issues. These five issues are: 1. having enough resources, 2. Content and relevant, 3. Alignment of social networking trends and company's goals, 4. Promote to the customers and 5. How much is enough? The result of the study is useful for managers and employees who are involved in social networking in any service industry, especially hospitality. Turbulent periods of change in social networking demand fast responses and also careful decisions. So the managers should be aware of benefits of social networking and its issues and challenges as well.

Keywords

social networking, hospitality, key issues, Delphi method

Share

COinS
 
Jan 6th, 2:30 PM Jan 6th, 3:45 PM

Key Issues in Use of Social Networking in Hospitality Industry: 2009

Consumer participation in social networks has increased exponentially since the beginning of the new millennium. The hospitality industry, as one of the most customer sensitive industries, has started to explore using social networking to grow their businesses. However, the medium presents new challenges and issues for lodging firms as to how social media fits in with their traditional marketing strategy. In a highly competitive environment for customers, managers should better understand the implications of their strategy when participating in social media environments. In this study the Delphi technique was used by author to compile a list of key issues in use of social networking in hospitality industry. The result is presented in a ranked order and top five key issues are discussed to clarify the terms and provide insight into the importance of the issues. These five issues are: 1. having enough resources, 2. Content and relevant, 3. Alignment of social networking trends and company's goals, 4. Promote to the customers and 5. How much is enough? The result of the study is useful for managers and employees who are involved in social networking in any service industry, especially hospitality. Turbulent periods of change in social networking demand fast responses and also careful decisions. So the managers should be aware of benefits of social networking and its issues and challenges as well.