A subnational assessment of hotel social media metrics: The case of Serbia
Facebook is the most widely used SNS (Social Networking Sites) platform globally, and it represents an important marketing and communication channel for hotels. The dynamic and constantly changing nature requires continuous adaptation to changes and benchmarking in order to identify best practices....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad, Department of Geography, Tourism and Hotel Management
2019-01-01
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| Series: | Geographica Pannonica |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2019/0354-87241902087K.pdf |
| _version_ | 1811315651385491456 |
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| author | Kalinić Časlav Vujičić Miroslav |
| author_facet | Kalinić Časlav Vujičić Miroslav |
| author_sort | Kalinić Časlav |
| collection | DOAJ |
| description | Facebook is the most widely used SNS (Social Networking Sites) platform globally, and it represents an important marketing and communication channel for hotels. The dynamic and constantly changing nature requires continuous adaptation to changes and benchmarking in order to identify best practices. This paper investigates selected characteristics of Facebook pages (social media metrics) of all hotels in Serbia in national regional context. In the case of four explored regions of Serbia, the results indicate regional inconsistencies, with most notable differences within the number of page fans, temporal aspects of posts as well as user engagement. On the other hand, similarities are evident in some post characteristics such as type of post and post length, while a specific pattern can be observed concerning page fans country of origin. This paper contributes to the regional understanding of social media metrics that can help hotels when assessing their promotional activities. |
| first_indexed | 2024-04-13T11:34:29Z |
| format | Article |
| id | doaj.art-d4ba6ff3470c421a83d26be6643d8b20 |
| institution | Directory Open Access Journal |
| issn | 0354-8724 1820-7138 |
| language | English |
| last_indexed | 2024-04-13T11:34:29Z |
| publishDate | 2019-01-01 |
| publisher | University of Novi Sad, Department of Geography, Tourism and Hotel Management |
| record_format | Article |
| series | Geographica Pannonica |
| spelling | doaj.art-d4ba6ff3470c421a83d26be6643d8b202022-12-22T02:48:29ZengUniversity of Novi Sad, Department of Geography, Tourism and Hotel ManagementGeographica Pannonica0354-87241820-71382019-01-01232871010354-87241902087KA subnational assessment of hotel social media metrics: The case of SerbiaKalinić Časlav0Vujičić Miroslav1University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel ManagementUniversity of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel ManagementFacebook is the most widely used SNS (Social Networking Sites) platform globally, and it represents an important marketing and communication channel for hotels. The dynamic and constantly changing nature requires continuous adaptation to changes and benchmarking in order to identify best practices. This paper investigates selected characteristics of Facebook pages (social media metrics) of all hotels in Serbia in national regional context. In the case of four explored regions of Serbia, the results indicate regional inconsistencies, with most notable differences within the number of page fans, temporal aspects of posts as well as user engagement. On the other hand, similarities are evident in some post characteristics such as type of post and post length, while a specific pattern can be observed concerning page fans country of origin. This paper contributes to the regional understanding of social media metrics that can help hotels when assessing their promotional activities.https://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2019/0354-87241902087K.pdfsocial media metricshotelssubnational assessmentFacebookSerbia |
| spellingShingle | Kalinić Časlav Vujičić Miroslav A subnational assessment of hotel social media metrics: The case of Serbia Geographica Pannonica social media metrics hotels subnational assessment Serbia |
| title | A subnational assessment of hotel social media metrics: The case of Serbia |
| title_full | A subnational assessment of hotel social media metrics: The case of Serbia |
| title_fullStr | A subnational assessment of hotel social media metrics: The case of Serbia |
| title_full_unstemmed | A subnational assessment of hotel social media metrics: The case of Serbia |
| title_short | A subnational assessment of hotel social media metrics: The case of Serbia |
| title_sort | subnational assessment of hotel social media metrics the case of serbia |
| topic | social media metrics hotels subnational assessment Serbia |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2019/0354-87241902087K.pdf |
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