Hotel Branding using Facebook and Dialogic Principles of Internet Communication

Abstract

This paper examines the extent to which the hotel industry uses Facebook in their branding strategies, to communicate dialogically with its consumers. Using Kent and Taylor’s five principles of dialogic communication, a media content analysis of 64 three to five star rated hotel websites were reviewed. Engagement, posts and posting schedule metrics were analyzed. The study found that 64% of hotels use Facebook. The extent of dialogic principle employment in hotel branding strategies is at infancy stage. The rate of engagement is lower than the hotel industry average. The study also revealed that the presentation of useful information principle is not adequately deployed. Conservation of visitors’ principle of internet communication is also still in its middle stage of implementation.