Aspects regarding the use of Facebook within the hospitality industry - a case study in Romania

• Author: Chitu, I. - Albu, R.
• Position: Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov - Dept. of Management and Economic Informatics, Transilvania University of Brasov
• Pages: 97-102

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 1 - 2013

Series V: Economic Sciences

ASPECTS REGARDING THE USE OF

FACEBOOK WITHIN THE HOSPITALITY

INDUSTRY – A CASE STUDY IN ROMANIA

I. B. CHIU

1 R. G. ALBU2

Abstract: Throughout Romania, in tour ism, a s well a s in other fields, the

promotional activity ha s been marked by profound cha nges. An incr easing

number o f potentia l tourists are present in social networks, posting holiday

photogra phs and impressions, getting informed about possible destina tions,

accommodation, resta urants or simply plane tickets. Star ting from these

considera tions, the paper herein aims at highlighting a few aspects on the

use of Face book as pr omotional communication cha nnel within the

hospitality industry.

Key words: promotion, Facebook, hospitality industry.

1 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

2 Dept. of Management and Economic Informatics, Transilvania University of Braşov.

1. Introduction

The Internet has become an integral part

of daily life, being used by a large part of

the population as primary source of

information, as communication channel, as

a way to promote or simply make known

one’s ideas, thoughts and personal

opinions or the corporate values, mission

and objectives; or as a modality to make

commercial transactions, and the examples

may continue.

Since the advent of the Internet, the

communication modalities resorting to this

channel have continuously diversified,

from the electronic mail to the promotional

activity conducted by various companies

on the Internet, on to social networks,

which seem to be increasingly more used

over other communication channels.

Based on the aforementioned, on the

overwhelming figures as regards the

evolution of the Internet users’ number in

Romania, this paper aims at outlining a

few considerations on the new

communication modalities used by the

companies in tourism, namely social

networks, with emphasis on the most

largely used network, which is Facebook.

The choice of social network as a subject

of discussion was underpinned by their

growing importance as communication

channel, resorted to by companies in their

marketing strategies, and also by their use

in terms of relational marketing, falling

under the current trends related to the

preoccupation of the companies to create

and maintain long-term relations with

potential or current customers.

In late December 2012, in Romania,

according to statistics, there were over 9

million Internet users, a situation

indicating an Internet penetration rate in