THE ROLE OF SOCIAL MEDIA MARKETING IN ENHANCING HOTEL BRAND AWARENESS AND BUILDING CUSTOMER LOYALTY
Abstract
In the digital age, social media marketing has emerged as a powerful and indispensable tool for the hospitality industry. Hotels increasingly rely on social media platforms to promote their services, communicate with customers, and strengthen brand visibility. This article examines the role of social media marketing in enhancing hotel brand awareness and building customer loyalty. It explores how social media strategies influence customer perceptions, engagement, trust, and long-term relationships with hotel brands. The study highlights the importance of content quality, interaction, and consistency in achieving sustainable competitive advantage in the hotel industry.
References
1. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
2. Kotler, P., Bowen, J. T., & Makens, J. C. (2017). Marketing for hospitality and tourism. Pearson Education.
3. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? Journal of Business Research, 65(10), 1480–1486.
4. Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism. Information and Communication Technologies in Tourism, 175–185.
5. Salimova, M., & Ziyavitdinov, H. H. (2025). THE FREELANCE ERA: TRANSFORMING TRADITIONAL HUMAN RESOURCE MANAGEMENT. FARS International Journal of Education, Social Science & Humanities., 13(7), 272-277.
6. Зиявитдинов, Х. (2021). Quality of services as a result of the sophistication of the catering team. Региональные проблемы экономических изменений и перспектива развития, 1(1), 6-12.
7. Hamidovich, Z. H. (2024). PERSONNEL MANAGEMENT AS A WAY TO IMPROVE THE QUALITY OF SERVICE IN A HOTEL ENTERPRISE. IMRAS, 7(12), 204-208.
