Hospitality Social Media Impacts

Social media has been touted as having an increasingly important role in many aspects of the hospitality industry, including guest satisfaction and process improvement. However, one of the more intriguing aspects of social media is their potential to move markets by driving consumers’ purchasing patterns and influencing lodging performance. Across several studies I have partnered with several key data providers – ReviewPro, Smith Travel Research, Travelocity, comScore and TripAdvisor in one the first attempts to quantity the impact of social media upon hotel performance. I hight two of these early studies here.

[1] CK Anderson. 2012. The Impact of Social Media on Lodging Performance. Cornell Center For Hospitality Research Report 12(15), pp. 1-15.

[2] CK Anderson with J. Zhang and B. Lawrence. 2015. An agency perspective on service triads: Linking operational and financial performance. Journal of Operations Management. 35, pp. 55-66.

Listen to the podcast on Social Media Impacts.