Use of online Space and Social Media in Hotel Resorts

Abstract

The aim of the paper is to verify the individual aspects of hotel online communication by analysing the online activities of hotel resorts and their online activities. The subjects of the research were hotel resorts, which are defined as accommodation facilities that meet the requirements for the hotel category of classification level 3* - 5*. The individual resorts were identified using the Booking.com portal, followed by mapping data. The subject of the investigation was the website content, online activities and services of the website and social media activities. We used content analysis and statistical tests, in particular the correlation coefficient, coefficient of determination or R² reliability value, Pearson's correlation coefficient and Spearman's rank. We looked at the intensity of online activity, aspects of social media activity, and other aspects of online communication. The most significant conclusion is the importance and impact of communication messages on social networks. We have concluded that the increased frequency of posts leads to a higher number of followers. We have also confirmed that video posts are more successful in attracting subscribers/followers than other posts.