Marketing

World Wide Web

Tourism

Archaeology

Hospitality industry

Computer science

Business

Advertising

Psychology

Geography

Social media

Hospitality

Political science

Sociology

Content analysis

Hotel industry

Social science

Journal of Hospitality Marketing & Management

The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study and publicly available post data on Facebook accounts of 441 facilities (out of a total of 612) were examined in the high tourist season (August) for one month. Data on 2,012 Facebook posts were obtained manually and filtered down to 1,847. The collected post data were subsequently coded using a content analysis form and analyzed via ordinal regression. The results highlighted the positive effects of interactive content and vivid content as well as the significance of the content type in achieving higher interaction among followers. The facility location and category (hotel, holiday village, thermal hotel) also emerged as significant factors affecting follower interactions.

Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry