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Hotel Manager's Attitudes toward Social Media

Iacianci, Colleen
http://rave.ohiolink.edu/etdc/view?acc_num=kent1447191763

Abstract Details

, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
The hotel industry is forever growing as is the diversity of the consumer base. With that in mind, hotel managers need to make precise and confident decisions when it comes to hotel operations. Taking advantage of all the resources, tools, and tactics managers have at their disposal is important as they work to stay ahead of the competition. Understanding current manager perceptions and attitudes toward the use of social media in the hospitality industry can benefit individual properties and help brands to be better prepared to maintain their competitiveness. The research objectives of this study are to (1) investigate manager’s attitudes toward social media, (2) explore factor’s (e.g., external, internal, perceived usefulness, perceived ease of use, and attitude) effects on actual social media use, and (3) examine what are the most influential factors that drive change as well as pressing challenge and returns on investment affecting actual social media use in hotels. A survey was developed and distributed via email to hotel managers. Cronbach alpha, exploratory factor analysis, a series of simple linear regressions, a one-way ANOVA, independent sample t-test, and frequencies were used to analyze survey data. Results indicated that TRI strongly influences ease of use and usefulness; usefulness strongly influences attitudes, and type of hotel is the strongest predictor of actual use. In addition, significant differences were found of perceived ease of use and job titles, hotel type, tenure, and age. Significant differences were found in perceived usefulness and job titles. Implications and limitations are discussed and can be used as a basis for further studies.
Ning-Kuang Chuang (Advisor)
176 p.
Technology
Social Media, Hotels, Hotel, Hospitality

Recommended Citations

Citations

  • Iacianci, C. (2015). Hotel Manager's Attitudes toward Social Media [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1447191763

    APA Style (7th edition)

  • Iacianci, Colleen. Hotel Manager's Attitudes toward Social Media. 2015. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1447191763.

    MLA Style (8th edition)

  • Iacianci, Colleen. "Hotel Manager's Attitudes toward Social Media." Master's thesis, Kent State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1447191763

    Chicago Manual of Style (17th edition)

kent1447191763
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This open access ETD is published by Kent State University and OhioLINK.