The reliance on digital marketing and social media platforms by organizations as means to improve revenue : the case of hotels in North Lebanon

Abstract

This research attempts to unveil the relationship between social media and intermediaries on revenues specifically in hotels located in North Lebanon. Multiple variables affect a business whether internally or externally and both play an essential role in its success. Thus, uncovering these variables and addressing them can be done through a well-structured marketing plan. In today’s world that relies greatly on social media. The realization of social media advantages requires a well-studied and implemented marketing strategy, especially in light of the situation that Lebanon is passing through. One of its main features is free advertisement, social linking, spreading brand awareness, and drawing traffic. Inductive in nature, this study uses a survey strategy. A survey of 20 questions was addressed to 20 hotels to test the hypothesis correlated to the aim above. Findings show that social media has become an essential tool for increasing revenues, visibility, and addressing customer needs. An increase in revenues was seen more with hotels that have utilized social media and those that have not. There is a strong positive correlation between social media utilization and revenue increase. Hotels that engaged customers and updated often their social media in addition to using digital subsidiaries had more revenues, more bookings, and promotions sold. The findings of this study provide significant insight and a basis for future researchers and marketers. From a theoretical perspective, this is a study that provides insight into the benefits of social media to the hotel industry. From a practical perspective, the study shows the link between independent and dependent variables that might lead to a formation of strategy for future marketing plans thus leading to increasing and strengthening relationships with customers and consequently increasing revenues.