The use of Social Media for External Communication in the Hospitality Industry: A Case of La-Palm Royal Beach Hotel.

Abstract

This study assessed the use of social media for external communication in the hospitality industry by adopting La-Palm Royal Beach Hotel as a case study. The study focused on identifying the social media technologies used by La Palm Royal Beach Hotel, explored how these social media technologies are used for external communication but also examined the effectiveness of these social media technologies. As a single case study, semi-structured questionnaires and in-depth interviews were employed to obtain primary data from staff, management and key external publics of the hotel. It emerged that the hotel employs various social media technologies namely; Facebook, Instagram, WhatsApp and Linkedln to interact with its external publics. Many of these social media technologies are integrated into the Hotel's website and are deployed as a composite. Social media at La Palm Royal beach hotel is targeted at existing clients, prospects and partners of the hotel. The organisation adopts a strategic approach to social media management, but it does not have documented social media policy, and guideline. The use of social media at La Palm Royal Beach Hotel is strategic but social media governance is weak in the organisation because of the lack of a documented social media policy and clear written out guidelines. This makes it difficult for the organisation to attain the full benefits of social media as a tool for external communication.