Abstract
AbstractThe main objective of this research was to test a model that assessed how Facebook publications related to hotel customer experience had an impact on both brand attitude and booking intention. In addition, the study identified, which types of publications focused on the different dimensions of hotel experience, provided the best results in terms of users’ attitudinal responses. Data were obtained through a survey conducted in May 2020, with 264 valid responses. These data were analysed using structural equation modelling, particularly multi-group estimation. The results showed that interacting with social media content (engagement) improved both brand attitude and booking intention. In addition, publications that referred to localization were the most effective in increasing favourable attitudes towards the brand as well as booking intention.KeywordsTourismBrand attitudeSocial networksFacebookHotel brandsCustomer experience
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