%0 Journal Article
%T An Investigation of Hoteliers' Attitudes toward the Use of Social Media as a Branding Tool
%A Mohamed Ahmed Nassar
%J International Journal of Marketing Studies
%D 2012
%I 
%R 10.5539/ijms.v4n4p93
%X This study investigates how hoteliers view social media as a branding strategy and elucidates the motivational factors that determine the adoption of social media as a branding tool. It was based on a survey of 491 hotels from the USA, the UK, and Egypt that ranged from one-star to five-star hotels. Data on hotelsĄŻ locations, grades, numbers of rooms, positions of respondents, usages and perceptions of social media, types of social media used by hoteliers, and perceptions were collected. A major finding of this paper is that higher grade hotels have a higher probability of using social media. Furthermore, the study reveals that hotels in the USA and the UK use social media more often compared with those in Egypt.
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/17132