THE CONTENT´S MAGIC IN A DIGITAL STRATEGY FOR THE HOTEL SECTOR – CASE STUDY OF THE HOTEL
THE CONTENT´S MAGIC IN A DIGITAL STRATEGY FOR THE HOTEL SECTOR – CASE STUDY OF THE HOTEL

Author(s): Sofia Almeida, Yvonne Ivanescu, Ana Cláudia Campos
Subject(s): Economy, Tourism
Published by: Икономически университет - Варна
Keywords: digital marketing; social media; hotel; content generation
Summary/Abstract: Internet content creation has been transforming tourism businesses digital strategies. Despite the growing importance of users generated content (UGC), companies play an important role in the generation of their own content, which will influence visibility and relationship with clients. This paper examines the process of creation of a new online identity for a hotel based on content creation. On order to analyze it, the research focuses on a case study of a hotel located in Brussels, Belgium. Findings highlight key dimensions and outcomes of the process, and discussion addresses the impacts a digital content strategy has on the hotel‟s performance.

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