Significance of Hotel Facebook Page as Hotel Marketing Communication :‡bThe Facebook Users Perspective

Abstract

Facebook is the fastest growing social media. And it is also being the broad using social media by people around the world. Many business sectors had been using this communication channels and gain positive feedback in their business. This study therefore seeks to investigate the Facebook user's perspective toward the significance of hotel Facebook. The study aims to determine the important of Hotel Facebook Page on hotel selection process of the Facebook users and also to identify what Facebook users' needs in participated in Hotel Facebook Page. The instruments for this study are questionnaires survey and online questionnaires survey to reach as various demographic and geographic areas as possible. The study is not limited to any region or area of Facebook use as it aims to identity the common opinion of the Facebook user around the world toward the effectiveness of hoteliers in using Facebook Page as their marketing communication channel. The finding shown that more than 80% of the respondents agreed that it is necessary for the hotel to have their Facebook page whereas the satisfaction toward hotel Facebook Page being display is quite low compare to their expectation. The finding can indicate that even though the Facebook users see that it is significance for the hotel to have their Facebook Page but the current effectiveness is not yet meet the Facebook user's expectation.