Management Theory and Studies for Rural Business and Infrastructure Development, Volume 37, Number 4

Communication with target audience in social networks: the case of accommodation industry

Neringa Vilkaitė-Vaitonė

Abstract

The relevance of social networks is increasing every year. Social networks are an important channel for the marketing communication of accommodation service providers. Social networks ensure fast and purposeful reach of current and potential customers. However, the extent of communication in social networks between accommodation service providers and customers is still unspecified. Such a lack of information supposed the purpose of this paper: to analyse theoretical concepts of the communication with target audience in social networks, to prepare the set of evaluation criteria and to verify it in case of Lithuanian accommodation industry. Content analysis involved 94 providers of accommodation service. The analysis of communication in social networks has shown that there exists a demand to develop communication of motels, entertainment and conference centres, as well as rest houses. The development should focus upon the increase of communication frequency and visual elements.

JEL Codes: M31, M37.

Keyword(s): accommodation service providers, communication, message, marketing communication, organizational communication, social networks


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DOI: http://dx.doi.org/10.15544/mts.2015.50

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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

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