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Corporate Twitter use and stakeholder engagement: An empirical analysis of the Spanish hotel industry / Enrique Bonsón, Michaela Bednárová, Susan Wei

Main Author Bonsón, Enrique Coauthor Bednárová, Michaela
Wei, Susan Abstract This study provides a general overview of the way in which hotel chains use Twitter as a communication tool to engage with their stakeholders. A sample of 109 of the largest Spanish hotel chains was examined, obtaining the result that the majority of them maintain an official corporate Twitter account. In addition, it was found that there is a significant positive relationship between a hotel’s size and its Twitter activity and a significant negative relationship between the audience and the stakeholder engagement. Moreover, the findings of the paper show that particular media and content types generate higher stakeholder engagement. Given that this is the first study of its kind, the paper offers both theoretical implications for the social media literature and practical implications for the hospitality industry. Analytic European Journal of Tourism Research, vol. 13 (2016), pp. 69-83 Topical name Turismo
Gestão hoteleira
Redes sociais
Twitter (rede social)
Gestão hoteleira - Marketing Form or physical characteristic Artigos em periódicos
Publicações em acesso aberto CDU 338.48(045) Online Resources Leia aqui este artigo
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Holdings
Item type Current location Call number Vol info Status Date due Barcode Item holds
Article Biblioteca Universidade Europeia (QBN)
Periódicos Biblioteca 		BIPAM-LX PER-14 vol. 13 (2016), pp. 69-83 Presencial/Restrito 3845-11203e
Total holds: 0

This study provides a general overview of the way in which hotel chains use Twitter as a communication tool to engage with their stakeholders. A sample of 109 of the largest Spanish hotel chains was examined, obtaining the result that the majority of them maintain an official corporate Twitter account. In addition, it was found that there is a significant positive relationship between a hotel’s size and its Twitter activity and a significant negative relationship between the audience and the stakeholder engagement. Moreover, the findings of the paper show that particular media and content types generate higher stakeholder engagement. Given that this is the first study of its kind, the paper offers both theoretical implications for the social media literature and practical implications for the hospitality industry.

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