Award Date

Spring 2012

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Robert Woods, Chair

Number of Pages

20

Abstract

Statement of objective

The intent of this study is not to quantify how many hospitality businesses actively use social media, rather it is to explore the areas and functions these businesses use social media for, and understand how consumers perceive these new vehicles of communication. The study will bring out a consumer’s perspective of the advantages of social media over traditional marketing methods.

Keywords

Consumers — Attitudes; Consumers' preferences; Hospitality industry; Marketing; Social media

Disciplines

Advertising and Promotion Management | Hospitality Administration and Management | Technology and Innovation

Language

English