Social Media Marketing in Hospitality Industry and Its Effect on Consumer Behavior in Kosovo

Abstract

The aim of this research was to analyze the importance of social media marketing on hospitality industry and its effect on increasing consumers interest and reservations. This research was conducted with a sample of 120 participants, clients in several hotels in Kosovo. The research findings were based on primary data analysis survey method using the questionnaire as a measurement tool. The questionnaires were based on Likert scale. The first part contained demographic questions and the second part contained questions on the importance of social media marketing and consumer behavior relationship in hospitality. The coding and output of the results was done through SPSS version 23 software, continued with the multiple regression method and through frequency analysis. The main research question of the paper was based on the relationship between interest rate/reservations of clients and how much effect have some social media activities such as rates/reviews, advertising, promotional prices, and package (family) offers. Based on the findings it was concluded that social media marketing activities have affected the way consumers approach the hospitality industry and social media advertising is an extremely useful promotion tool and positively affects the increase of bookings and selection of hotels.