"ANALYTICAL STUDY ON INFLUENCE OF SOCIAL MEDIA ON HOSPITALITY INDUSTRY"

Abstract

Social media's increasing significance in the hotel sector is undeniable. There is a greater and greater percentage of academics interested in the topics of social media's effect on the hotel sector. The goal of this research was to find out if member involvement is linked to business benefits and whether community participation is linked to brand loyalty in online hotel communities. In this research, it was shown that member involvement in hotel Facebook fan pages was associated with benefit aspects (functional, social, and psychological advantages). The conceptual model was tested using SEM, which utilises the structural equation model. The SEM analysis showed that four benefits—functional, social, and psychological benefits—propelled community involvement for members. The results from the research offer methods to create successful hotel Facebook fan pages, both for existing customers and new visitors.