The use of social media in hotels as indicator of efficient management

Juan Pedro Mellinas, Soledad María Martínez María-Dolores, Juan Jesús Bernal García


Most Spanish hotels have adopted social media in recent years, but data indicate that many of them do it improperly, although a particularly intensive training for basic operation is not required. The purpose of this paper is to determine whether an efficient use of these tools may have some relationship with the score obtained by hotels and, therefore, with its efficient management. We use the information provided by customer’s reviews on TripAdvisor and Booking, observing different scores, depending on the use of social media. Data show that, in general, efficient use of social media generate better hotel scores.


hotels, social media, reviews, management

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