La incidencia de los medios sociales en la gestión de la presencia online del sector hotelero. El caso de Mallorca
Year: 2023
Type: article
Abstract: The present research proposes a methodology to analyse the degree of incidence of social media in the management of the online presence of the hotel sector in Mallorca. To this end, the Social Media Maturity Index of the Tourism Offer (IMMSOT) has been designed, which allows the situation of tourism organisations in social media to be analysed on the basis of three dimensions associated with their social media marketing strategy: engagement, channels/tools and destination. The results obtained show that the hotel sector in Mallorca makes little use of this type of tool. Moreover, differences have been observed in their use depending on the category and geographical location of the hotel establishments.
Authors: Universidad de Alicante (España), Marc Fuster, David Giner Sánchez, Universidad de Alicante (España), Marco Antonio Celdrán Bernabéu, Universidad de Alicante (España), Miquel Ángel Coll Ramis, Universidad de les Illes Balears (España)
Institutions: University of Alicante, Universitat de les Illes Balears
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4381685164