Hashtags – a keystone of Instagram in the hotel digital strategy. An Iberian case study

IF 2.6 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2022-03-11 DOI:10.1080/1528008X.2022.2050876

S. Almeida, Ana Ramires, João Marinho

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引用次数: 1

Abstract

ABSTRACT One of the ways hoteliers can gain a competitive advantage is by increasing their digital footprint, which includes a hashtag strategy. In fact, hashtags have become an integral part of social networks, but are often not properly implemented in the hotel sector. The purpose of this study is to explore the importance of hashtags as an effective tool for a hotel’s online marketing strategy, with a particular focus on Instagram. The objective of this research is to provide an in-depth analysis of the hotel chains’ Instagram accounts with the most followers in Portugal and Spain. To such end, ten hotel chains were analyzed in both countries. Desk research was carried out to identify the sample and to consider metrics such as: number of mentions, hashtag reach, likes, comments and followers. The hotel with the most Instagram mentions is the Ushuaia Beach Hotel in Spain and the Six Senses Douro Valley in Portugal. By means of this last example, results showed that the average of likes, and comments increased significantly with the use of hashtags. Therefore, it is possible to ascertain that the use of hashtags increases the engagement of followers with the hotel brand.

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哈希标签——Instagram在酒店数字化战略中的基石。伊比利亚案例研究

摘要酒店经营者获得竞争优势的方法之一是增加他们的数字足迹，其中包括标签策略。事实上，话题标签已经成为社交网络不可或缺的一部分，但在酒店行业往往没有得到适当的实施。本研究的目的是探讨标签作为酒店在线营销战略的有效工具的重要性，特别关注Instagram。这项研究的目的是对葡萄牙和西班牙粉丝最多的连锁酒店的Instagram账户进行深入分析。为此，对两国的十家连锁酒店进行了分析。进行案头研究是为了确定样本，并考虑以下指标：提及次数、话题标签覆盖率、点赞、评论和关注者。Instagram上提及最多的酒店是西班牙的乌斯怀亚海滩酒店和葡萄牙的六感杜罗谷。通过最后一个例子，结果显示，点赞和评论的平均值随着标签的使用而显著增加。因此，可以确定标签的使用增加了追随者对酒店品牌的参与度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Quality Assurance in Hospitality & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.00

自引率

18.20%

发文量

期刊介绍： The Journal of Quality Assurance in Hospitality & Tourism serves as a medium to share and disseminate new research findings, theoretical development and superior practices in hospitality and tourism. The journal aims to publish cutting-edge, empirically and theoretically sound research articles on quality planning, development, management, marketing, evaluation, and adjustments within the field. Readers of the journal stay up-to-date on the latest theory development and research findings, ways to improve business practices, successful hospitality strategies, maintenance of profit requirements, and increasing market share in this complex and growing field. Comprised of conceptual and methodological research papers, research notes, case studies, and review books and conferences the Journal of Quality Assurance in Hospitality & Tourism offers readers examples of real world practices and experiences that involve: -Organizational development and improvement -Operational and efficiency issues -Quality policy and strategy development and implementation -Quality function deployment -Quality experiences in hospitality industry -Service quality improvement and customer satisfaction -Managerial issues, such as employee empowerment & benefits, quality costs, & returns on investment -The role and participation of private and public sectors, including residents -International, national, and regional tourism; tourism destination sites; arid systems of tourism