Five Star Hotels on Facebook: A Case Study in Antalya Region

Abstract

The Internet, providing information sharing to external user groups, has a great potential. This great potential showed itself clearly with social media applications. Facebook, being commonly used (top social media application) in the world is the subject of this study. In this study it’s aimed to identify what kind of information the hotels gave place on their Facebook pages (image, audio, video etc.) and to identify which and how frequent they used Facebook functions. In line with that aim, various dimensions and items were determined to systematize the data which would be obtained from Facebook pages. It is focused on four key dimensions for assessing the Hotels’ Facebook pages; informing, contact details, sharing and supporting features. This research is conducted between February 28-March 28, 2015 and Facebook pages of 148 five-star hotels in Antalya Region are accessed. Based on the research findings, it can be defined that the informing level of the hotels is at a moderate level and the hotels are effective in sharing their contact details. However, it has to be indicated that the sharing video and audio for existing / potential guests in their own language is limited and inadequate. In addition to that, 62% of the sample has a direct reservation link on the Facebook page so it might be promising to reach large masses at less cost and quickly