Analysis of using Facebook features among luxury, upscale and economy hotel brands

Abstract

The goal of this study was to analyze the usage rate of Facebook features and tools by hotel companies. The purpose was to determine whether there were significant differences among hotel brands, namely luxury, upscale and economy, on the methods in which they employed Facebook. There were 19 variables identified as being important attributes to the effective use of Facebook retrieved from a comprehensive literature review. The Facebook sites of 75 chosen hotel companies were randomly investigated from August 1 to December 31, 2013. Using JMP software, the visual differences were demonstrated. Chi-Squared statistics were used to analyze the differences.