With a quantitative study, this research has aimed to investigate the role of social media in Iranian hotels’ electronic marketing. A questionnaire technique was used on a sample of 140 marketers who work in the Parsian International Hotels’ marketing department. For data evaluation an SPSS program was used. Kolmogorov-Smirnov, Cochran, Regression, Non-standardized coefficients and Standard coefficient tests were carried out. Based on the findings, we can state that social media are still not an important marketing tool for Iranian hotels. Facebook and YouTube are the media which are most used for marketing purposes as videos and photos can be used on these sites more than others. The results show that the marketing abilities of Parsian Hotels improve with the increasing use of social media, but the hotel marketing sector has failed to fully utilize internet opportunity as a marketing tool.
electronic marketing, Parsian Hotels, Iran, internet, hotel marketing
ALAMEDDINE A., 2013, Perceptions of executives from seven selected companies of the use of social media in marketing practices, Pepperdine University Graduate.
BAGGIO R., SIGALA M., INVERSINI A. & PESONEN J. (eds.), 2013a, Hotel websites, web 2.0, web 3.0 and online direct marketing: The case of Austria, Information and Communication Technologies in Tourism, pp. 665–677, doi: 10.1007/978-3-319-03973-2_48.
BAGGIO R., SIGALA M., INVERSINI A. & PESONEN J. (eds.), 2013b, Investigating social media marketing in the hospitality industry: Facebook and European hotels, Information and Communication Technologies in Tourism, pp. 1-146, doi: 10.1007/978-3-319-03973-2.
BUHALIS D., 1998, Strategic use of information technologies in the tourism industry, Tourism Management, 19(5), pp. 409-421, doi: 10.1016/S0261-5177(98)00038-7.
CHAN N.L. & GUILLET, B.D., 2011, Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites?, Journal of Travel & Tourism Marketing, 28(4), pp. 345-368, doi: 10.1080/10548408. 2011.571571.
CHUNG N. & KOO C., 2015, The use of social media in travel information search, Telematics and Informatics, 32(2), pp. 215-229, doi: 10.1016/j.tele.2014.08.005.
DESMOND J., 2013, A modest proposal: A response to the marketing challenges presented by the crisis confronting humanity in respect to the requirement to feed nine billion by 2050, Journal of Marketing Management, 29(13-14), pp. 1631-1643, doi: 10.1080/0267257X.2013.798676.
DIAZ-CHAO A., MIRALBELL-IZARD O. & TORRENT-SELLENS J., 2015, Information and communication technologies, innovation and firm productivity in small and medium-sized travel agencies: new evidence from Spain. Journal of Travel Research, pp. 1-12, doi: 10.1177/0047287515583357.
GIBBS C., MACDONALD F. & MACKAY K., 2015, Social Media Usage in Hotel Human Resources : Recruitment, Hiring and Communication, International Journal of Contemporary Hospitality Management, 27(2), doi: 10.1108/IJCHM-05-2013-0194.
GRETZEL U., YUAN Y.-L. & FESENMAIER D.R., 2000, Preparing for the New Economy: Advertising Strategies and Change in Destination Marketing Organizations, Journal of Travel Research, 39(2), pp. 146-156, doi: 10.1177/004728750003900204.
HASSAN S., NADZIM S.Z.A. & SHIRATUDDIN N., 2015, Strategic use of social media for small business based on the AIDA model, Procedia – Social and Behavioral Sciences, 172, pp. 262-269, doi: 10.1016/j.sbspro.2015.01.363.
HECHELMANN C., 2012, Social media engagement in a dedicated Facebook channel: An analysis of relationships to emotional attachement, self-brand connection and brand commitment towards sports sponsoring brands, University of Technology, Sydney.
HSU Y., 2012, Facebook as international eMarketing strategy of Taiwan hotels, International Journal of Hospitality Management, 31, pp. 972–980, doi: 10.1016/j.ijhm.2011.11.005.
HUDSON S., HUANG L., ROTH M.S. & MADDEN T.J., 2016, The influence of social media interactions on consumer-brand relation-ships: A three-country study of brand perceptions and marketing behaviors, International Journal of Research in Marketing (33, Elsevier B.V.), doi: 10.1016/j.ijresmar.2015.06.004.
HUOTARI M. & NYBERG E., 2012, Utilizing social media in a tourism company, Oulu University of Applied Sciences.
Internet World Stats., 2015, retrieved June 24, 2016, from http://www.internetworldstats.com/stats5.htm
Iranian internet infrastructure and policy report, 2014, Small Media. London; http://smallmedia.org.uk/sites/default/files/u8/IIIP_Nov14_0.pdf
JAFARI H., 2016, Techrasa, retrieved August 3, 2016, from http://techrasa.com/2016/07/26/53-iranians-member-least-onesocial-media-platform/
KHEIRI J., 2013, Travel motivations: An investigation of motivational theories, International Journal of Hospitality Management, 34(1), pp. 227-233. doi:10.1016/j.ijhm.2013.03.010.
KHEIRI J., YAZDANPANAH E., SOLEYMANINEJAD M., SAJJADI F. & TASLIMI M., 2015, Ranking five star hotels in Tehran using CSR, International Journal of Information Science, 5(2), pp. 30-41, doi: 10.5923/j.ijis.20150502.02.
KHEIRI J. & NASIHATKON B., 2016, The Effects of Rural Tourism on Sustainable Livelihoods (Case Study: Lavij Rural, Iran), Modern Applied Science, 10(10), pp. 10-22.
KHEIRI J., SHOHRAT ZEINABAD R. & TABATABAIE F., 2016, Evaluation of Tourism Investment Priorities in Zoroastrian Villages of Yazd Province, Iran, American Journal of Rural Development, 4(1), pp. 1-9.
KIM M.J., CHUNG N. & LEE C.K., 2011, The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea, Tourism Management, 32(2), pp. 256-265, doi: 10.1016/j.tourman.2010.01.011.
KIM E.E.K., MATTILA A.S. & BALOGLU S., 2011, Effects of gender and expertise on consumers’ motivation to read online hotel reviews, Cornell Hospitality Quarterly, 52, pp. 399-406, doi: 10.1177/1938965510394357.
KIM W.G., LIM H. & BRYMER R.A., 2015, The effectiveness of managing social media on hotel performance, International Journal of Hospitality Management, 44, pp. 165-171, doi: 10.1016/j.ijhm.2014.10.014.
LEE J. & HONG I.B., 2016, Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness and creativity, International Journal of Information Management, 36(3), pp. 360-373, doi: 10.1016/j.ijinfomgt.2016.01.001.
LEUNG X.Y., BAI B. & STAHURA K.A., 2015, The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter, Journal of Hospitality & Tourism Research, 37(2), pp. 1-24, doi: 10.1177/1096348012471 381. Liking Facebook in Tehran: Social networking in Iran, 2016, Iran Media Program, Philadelphia.
LIM W.M., 2010, Factor analysis of variables affecting e-marketing adoption by UK independent hotels, Information and Communication Technologies in Tourism, pp. 39-50; http://dblp.uni-trier.de/db/conf/enter/enter2010.html#Lim10
LIN Y.S. & HUANG J.Y., 2006, Internet blogs as a tourism marketing medium: A case study, Journal of Business Research, 59(10-11), pp. 1201–1205, doi: 10.1016/j.jbusres.2005.11.005.
MIGUÉNS J., BAGGIO R. & COSTA C., 2008, Social media and tourism destinations : TripAdvisor case study, Advances in Tourism Research, pp. 1-6.
MIRALBELL O., 2015, Use of social networking sites for knowledge exchange. International Journal of Web Based Communities, 11(1), pp. 42-56.
Net Index., 2015, Retrieved from http://www.internetsociety.org/net-index
NGUYEN V.H. & WANG Z., 2011, Practice of online marketing with social media in tourism destination marketing, Södertörns University.
PARK J. & OH I., 2012, A case study of social media marketing by travel agency: The salience of social media marketing in the tourism industry, International Journal of Tourism Sciences, 12(1), pp. 93-106, doi: 10.1080/15980634.2012.11434654.
Parsian International Hotel., 2015, retrieved June 23, 2016, from http://pih.ir/index.aspx?siteid=1&fkeyid=&siteid=1&pageid=139
ROBERTS S., 2010, E-Marketing an evaluation of Tobago’s official tourism website, [in:] Marketing Island Destinations (pp. 79-96, Burlington: Elsevier, doi: 10.1016/B978-0-12-384909-0.00007-6.
SALAVATI S. & HASHIM N.H., 2015, Website adoption and performance by Iranian hotels, Tourism Management, 46, pp. 367-374, doi: 10.1016/j.tourman.2014.07.017.
SHANEA N., 2011, Social media’s role in branding: A study of social media use and the cultivation of brand affect, trust, and loyalty, University of Texas at Austin.
SINGAIAH G. & LASKAR S.R., 2015, Understanding of social marketing: A conceptual perspective, Global Business Review, 16(2), pp. 213-235, doi: 10.1177/0972150914564282.
SOHRABI B., VANANI I.R., TAHMASEBIPUR K. & FAZLI S., 2012, An exploratory analysis of hotel selection factors: A comprehensive survey of Tehran hotels, International Journal of Hospitality Management, 31(1), pp. 96-106, doi: 10.1016/j.ijhm.2011.06.002.
STANLEY C.K., 2011, The role of social media as marketing tool for tourism in Kenya. Case study: Kenya safari and tours, Arcada University of Applied Sciences.
YOO K. & LEE W., 2015, Use of Facebook in the US heritage accommodations sector: an exploratory study, Journal of Heritage Tourism, 10(2), pp. 191-201, doi: 10.1080/1743873X.2014.985228.