تأثير التسويق عبر وسائل التواصل الاجتماعي على ولاءالعالمة التجارية في فنادق القاهرة الكبرى | ||||
| مجلة کلية السياحة والفنادق - جامعة مدينة السادات | ||||
| Article 11, Volume 8, Issue 2 - Serial Number 25, December 2024, Page 124-150 PDF (525.3 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/mfth.2024.410721 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| محمد محمود عيسى | ||||
| قسم إدارة الضيافة، المعهد العالي للدراسات النوعية، الجيزة. | ||||
| Abstract | ||||
| Establishing and maintaining brand loyalty is a fundamental objective for businesses operating within the hotel industry. To attract and retain customers, hotels have strategically invested in brand development, with an increasing emphasis on leveraging social media platforms to enhance their online presence. The proliferation of social media marketing has been driven by the growing engagement of social networking users, internet surfers, smartphone users, and digital content consumers. The current research aims to assess the influence of social media marketing on customer retention in hotels located in Greater Cairo. Data were collected from 11 hotels, comprising a total sample of 220 respondents, deemed appropriate for statistical analysis. The study employed SPSS version 23 to conduct various statistical tests, including multiple regression analysis, the one-way ANOVA, and t-test. Descriptive statistical methods were utilized to examine the information gathered, and practical recommendations were provided based on the findings. Social media promotion is essential to enhancing hotel profitability within the hospitality sector. Specifically, this research examines the impact of social media strategies on brand loyalty, media-sharing infrastructure, and customer review platforms. The findings indicate that social media promotion has a positive influence on brand loyalty, particularly in emerging markets. Consequently, it is recommended that hotels actively implement social media | ||||
| Keywords | ||||
| E-Marketing؛ social media؛ Brand loyalty; Hotel Industry | ||||
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