Social media marketing in hospitality and tourism organisations

The main problem examined in this study was that many hospitality and tourism organisations have yet to fully integrate social media into their daily marketing activities in order to promote their products and services and enhance customer relationships. This qualitative research case study sought to identify and comprehend the factors contributing to this, as well as what marketing professionals believe can be done to drive hospitality and tourism organisations to consider social media in their marketing strategies. Data was collected through semi-structured interviews with seven social media marketing professionals in Cyprus. Key results highlight several factors that prevent hospitality and tourism organisations from integrating social media in their marketing activities, but also what marketing professionals believe can be done to overcome them. The findings helped to inform recommendations for future research as well as best practices that can be implemented by marketing professionals in hospitality and tourism organisations.