The influence of social media marketing on the quality of hotel services and the behavioral intentions of tourists

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The presented study examines the influence of social media marketing on hotel service quality and tourist treatment purposes to raise service standards, meet consumer requirements, and boost marketing effectiveness. A theoretical framework detects information quality and involvement, and cognitive trust as independent parameters, with perceived value and tourist satisfaction as mediating elements, and hotel service quality as the dependent parameter. Data collection and analysis are carried out through questionnaire surveys and multiple regression assessment. The reports outlined strong reliability and validity across all variables, with high internal consistency and significant statistical features. The results affirm a normal data distribution and reveal substantial correlations between marketing strategies, information exchange, and hotel service quality, and tourist treatment intentions. Key predictors, comprising online reputation, information quality, and cognitive trust, remarkably contribute to the regression model, with no multicollinearity identified. Online word-of-mouth emerges as the most influential factor on service quality, followed by tourist satisfaction, while marketing strategies play a key role in shaping treatment intentions. These insights highlight the critical role of social media marketing in elevating hotel services and inform strategic recommendations for enhancing marketing approaches in the hospitality sector.

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