<![CDATA[This study investigated hotels' social media marketing strategies in Davao Region. This study used mixed method with explanatory sequential. The respondents for research survey were 455, while there were 8 respondents for in-depth interviews. Data revealed that social media is one of the most cost-efficient digital marketing methods; Facebook is the most prevalent Social Networking Site (SNS) used by hotels and uses third- party booking sites to support the hotel's revenue. The results of this study show that selected hotels implemented a high level of effectiveness of social media, a high level of customers' esatisfaction on social media, and a high level of e- loyalty of hotels' customers on social media marketing strategies by hotels. Thus, the result clarified that compared to social media marketing, e-satisfaction, as a factor in general, was influential in igniting e-loyalty. Lastly, three best practices were identified by the participants: innovation, accessibility, and customer engagement.]]>
Copyrights © 2023
