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Corporate Twitter use and stakeholder engagement: An empirical
analysis of the Spanish hotel industry

 

Enrique Bonsón1 , Michaela Bednárová2* and Susan Wei3

 

Received: 07/04/2015 Accepted: 05/01/2016

 

1University of Huelva. Department of Financial Economics and Accounting. Plaza de La Merced 11, 21002 Huelva, Spain; email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2University of Huelva. Department of Financial Economics and Accounting. Plaza de La Merced 11, 21002 Huelva, Spain; email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3University of Huelva. Department of Financial Economics and Accounting. Plaza de La Merced 11, 21002 Huelva, Spain
*Corresponding author

 

Abstract
 

This study provides a general overview of the way in which hotel chains use Twitter as a communication tool to engage with their stakeholders. A sample of 109 of the largest Spanish hotel chains was examined, obtaining the result that the majority of them maintain an official corporate Twitter account. In addition, it was found that there is a significant positive relationship between a hotel’s size and its Twitter activity and a significant negative relationship between the audience and the stakeholder engagement. Moreover, the findings of the paper show that particular media and content types generate higher stakeholder engagement. Given that this is the first study of its kind, the paper offers both theoretical implications for the social media literature and practical implications for the hospitality industry.

 

© 2016 Varna University of Management. All rights reserved


Keywords:  Social media, Twitter, Stakeholder engagement, Hotels
Citation: Bonsón, E., M. Bednárová and S. Wei (2016) Corporate Twitter use and stakeholder engagement: An empirical analysis of the Spanish hotel industry. European Journal of Tourism Research 13, pp. 69-83

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European Journal of Тourism Research