Olympia Vlachopoulou, Vasileios Paliktzoglou
London Metropolitan University, UK, Chandigarh University, India; Bahrain Polytechnic, Bahrain
Cite: Vlachopoulou O., Paliktzoglou V. Investigating Different Social Media Platforms Used by Tourists to Book a Hotel in Greece. J. Digit. Sci. 4(2), 38 – 50 (2022). https://doi.org/10.33847/2686-8296.4.2_4
Abstract. The tourism industry has been recognized as one of the largest economic sector in Greece. The expansion of social media has contributed to introducing new digital marketing tools and changed the way tourist acquire and digest information in the decision-making process to book a hotel. The aim of this quantitative research is to investigate the different types of social media platforms used by tourists to book a hotel in Greece. Descriptive analysis was employed to analyze the data (N= 171) from tourists in Greece. The findings revealed that the majority of participants used TripAdvisor, Instagram and Nikana.gr to book a hotel in Greece, followed by grecia.directbooking.ro and Booking.com receiving lower percentages. Moreover, the guests’ reviews of the hotel, the photos and shots of the hotel on the social media platforms and special offers and discounts on hotels’ social media were the three main participants’ criteria for choosing social media to book a hotel. This study provides an insight for all the relevant stakeholders involved with social media in the travel and hospitality sector more specifically in the hotel field in Greece.
Keywords: Social media, tourism, hotels, booking, decision-making.
 UNWTO, “Glossary of tourism terms,” 2022. https://www.unwto.org/glossary-tourism-terms last accessed 2022/12/07.
 V. Paliktzoglou and J. Suhonen, “Facebook as an assisted learning tool in problem-based learning: the Bahrain case,” International Journal of Social Media and Interactive Learning Environments, vol. 2, no. 1, pp. 85–100, 2014.
 “Statista, Number of social media users 2025,” 2022. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ last accessed 2022/12/06).
 N. A. N. Azazi and M. M. Shaed, “Social Media and Decision-Making Process among Tourist: A Systematic Review,” Jurnal Komunikasi: Malaysian Journal of Communication; Universiti Kebangsaan Malaysia Press: Bangi, Malaysia, vol. 36, no. 4, pp. 395–409, 2020.
 Z. Xiang and U. Gretzel, “Role of social media in online travel information search,” Tourism management, vol. 31, no. 2, pp. 179–188, 2010.
 B. Zeng and R. Gerritsen, “What do we know about social media in tourism? A review,” Tourism management perspectives, vol. 10, pp. 27–36, 2014.
 V. Gupta, “The influencing role of social media in the consumer’s hotel decision-making process,” Worldwide hospitality and tourism themes, no. 4, pp. 378–391, 2019.
 A. Kavoura and A. Stavrianeas, “The importance of social media on holiday visitors’ choices–the case of Athens, Greece,” EuroMed Journal of Business, vol. 10, no. 3, pp. 360–374, 2015.
 E. Varkaris and B. Neuhofer, “The influence of social media on the consumers’ hotel decision journey,” JHTT, vol. 8, no. 1, pp. 101–118, Mar. 2017, doi: 10.1108/JHTT-09-2016-0058.
 X. Xu and S. Pratt, “Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y,” Journal of travel & tourism marketing, vol. 35, no. 7, pp. 958–972, 2018.
 S. K. Sarkar and B. George, “Social media technologies in the tourism industry: An analysis with special reference to their role in sustainable tourism development,” International Journal of Tourism Sciences, vol. 18, no. 4, pp. 269–278, 2018.
 B. A. Sparks and V. Browning, “The impact of online reviews on hotel booking intentions and perception of trust,” Tourism management, vol. 32, no. 6, pp. 1310–1323, 2011.
 World Travel & Tourism Council, “Travel & Tourism Economic Impact,” 2022. https://wttc.org/Research/Economic-Impact last accessed 2022/12/06.
 G. W.-H. Tan, V.-H. Lee, J.-J. Hew, K.-B. Ooi, and L.-W. Wong, “The interactive mobile social media advertising: an imminent approach to advertise tourism products and services?,” Telematics and Informatics, vol. 35, no. 8, pp. 2270–2288, 2018.
 D. Buhalis and R. Law, “Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research,” Tourism management, vol. 29, no. 4, pp. 609–623, 2008.
 J. K. Ayeh, D. Leung, N. Au, and R. Law, “Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study,” in Information and Communication Technologies in Tourism 2012, Vienna, 2012, pp. 1–12. doi: 10.1007/978-3-7091-1142-0_1.
 M. Spita, E. Peitzika, and S. Chatzi, “Social media adoption among small and medium-sized Greek hotels: a survey about its antecedents and its impact on performance outcomes,” International Journal of Decision Sciences, Risk and Management, vol. 9, no. 1–2, pp. 23–54, May 2020, doi: 10.1504/IJDSRM.2020.10032367.
 P. Z. Baruca and Ž. Civre, “How do guests choose a hotel?,” Academica Turistica – Tourism and Innovation Journal, vol. 5, no. 1, pp. 75–84, 2012.
 N. S. Ahmad, R. Musa, and M. H. M. Harun, “The impact of social media content marketing (SMCM) towards brand health,” Procedia Economics and Finance, vol. 37, pp. 331–336, 2016.
 X. Chen, X. Shen, X. Huang, and Y. Li, “Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands,” SAGE Open, vol. 11, no. 4, pp. 1–18, Oct. 2021, doi: 10.1177/21582440211052951.
 J. N. Fotis, D. Buhalis, and N. Rossides, in Social media use and impact during the holiday travel planning process, in Fuchs, M. Ricci, F. and Cantoni, L (Eds.), Information and Communication Technologies in Tourism 2012, Springer, Vienna, pp. 13-24., 2012.
 M. Veríssimo and N. Menezes, “Social media as a tool to enhance customer experience in hospitality industry.,” Portuguese Journal of Marketing, vol. 38, no. 34, pp. 23–30, 2015.
 P. Kotler and K. L. Keller, Marketing Management, NY: Pearson Education, Ltd. New York: A Pearson Education Company, 2012.
 E. Marinakou, C. Giousmpasoglou, and V. Paliktzoglou, “The impact of social media on cultural tourism,” in Implications of Social Media Use in Personal and Professional Settings, IGI Global, 2015, pp. 231–248.
 “Statista, Travel and tourism in Greece – statistics & facts,” 2022. https://www.statista.com/topics/8595/travel-and-tourism-in-greece/ last accessed 2022/12/06.
 “Statista – Number of arrivals in tourist accommodation in Greece from 2006 to 2019,” 2022. https://www.statista.com/statistics/413222/number-of-arrivals-spent-in-short-stay-accommodation-in-greece/ last accessed 2022/12/06.
 T. H. Jung, E. M. Ineson, and E. Green, “Online social networking: Relationship marketing in UK hotels,” Journal of Marketing Management, vol. 29, no. 3–4, pp. 393–420, Feb. 2013, doi: 10.1080/0267257X.2012.732597.
 J. Matloka and D. Buhalis, “Destination Marketing through User Personalised Content (UPC),” in Information and Communication Technologies in Tourism 2010, Vienna, 2010, pp. 519–530. doi: 10.1007/978-3-211-99407-8_43.
 Assoc. Prof. Dr. R. Yazdanifard and L. Yee, “Impact of Social Networking Sites on Hospitality and Tourism Industries Impact of Social Networking Sites on Hospitality and Tourism Industries,” Global Journal of Human Social Science (E), vol. Volume 14, no. 8, pp. 1–6, Jan. 2014.
 B. Zeng, “Social Media in Tourism,” Journal of Tourism & Hospitality, vol. 2, no. 2, pp. 1–2, Jan. 2013, doi: 10.4172/2167-0269.1000e125.
 M. E. Styvén and Å. Wallström, “Benefits and barriers for the use of digital channels among small tourism companies,” Scandinavian Journal of Hospitality and Tourism, vol. 19, no. 1, pp. 27–46, Jan. 2019, doi: 10.1080/15022250.2017.1379434.
 A. Ampountolas, G. Shaw, and S. James, “The role of social media as a distribution channel for promoting pricing strategies,” Journal of Hospitality and Tourism Insights, vol. 2, no. 1, pp. 75–91, 2019.
 J. K. Ayeh, N. Au, and R. Law, “Predicting the intention to use consumer-generated media for travel planning,” Tourism Management, vol. 35, no. C, pp. 132–143, 2013.
 S.-C. Chuang, “The Effects of Emotions on the Purchase of Tour Commodities,” Journal of Travel & Tourism Marketing, vol. 22, no. 1, pp. 1–13, Sep. 2007, doi: 10.1300/J073v22n01_01.
 M. Constantoglou and N. Trihas, “The Influence of Social Media on the Travel Behavior of Greek Millennials (Gen Y),” Journal of Tourism and Hospitality Management, vol. 8, no. 2, pp. 10–18, Dec. 2020, doi: 10.15640/jthm.v8n2a2.
 E. Ert, A. Fleischer, and N. Magen, “Trust and reputation in the sharing economy: The role of personal photos in Airbnb,” Tourism Management, vol. 55, pp. 62–73, Aug. 2016, doi: 10.1016/j.tourman.2016.01.013.
 R. W. Hamilton, R. T. Rust, and C. S. Dev, “Which features increase customer retention,” MIT Sloan Management Review, vol. 58, no. 2, pp. 79–84, 2017.
 M. Ren, H. Vu, G. Li, and R. Law, “Large-scale comparative analyses of hotel photo content posted by managers and customers to review platforms based on deep learning: implications for hospitality marketers,” Journal of Hospitality Marketing & Management, vol. 30, no. 3, pp. 1–24, May 2020, doi: 10.1080/19368623.2020.1765226.
 A. T. Attila, “The impact of the hotel industry on the competitiveness of tourism destinations in Hungary,” Journal of Competitiveness, vol. 8, no. 4, pp. 85–104, 2016.
 T. H. Jung, M. C. T. Dieck, and N. Chung, “Determinants of hotel social media continued usage,” International Journal of Contemporary Hospitality Management, vol. 30, no. 2, pp. 1152–1171, 2018.
 S. Hudson and K. Thal, “The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing,” Journal of Travel & Tourism Marketing, vol. 30, no. 1–2, pp. 156–160, Jan. 2013, doi: 10.1080/10548408.2013.751276.
 D. C. Taylor, N. A. Barber, and C. Deale, “To tweet or not to tweet: that is the question for hoteliers: a preliminary study.,” Information Technology and Tourism, vol. 15, no. 1, pp. 71–99, 2015.
 X. Y. Leung, B. Bai, and K. A. Stahura, “The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter.,” Journal of Hospitality & Tourism Research, vol. 39, no. 2, pp. 147–169, 2015.
 M. Saunders, Research Methods for Business Students, 6th edition. Harlow, England ; New York: Pearson Custom Publishing, 2012.
 M. Saunders, P. Lewis, and A. Thornhill, Research Methods for Business Students. Prentice Hall, 2009.
 A. Bryman, Social Research Methods, 4th edition. Oxford ; New York: Oxford University Press, 2012.
 R. L. Miller and J. D. Brewer, Eds., The A-Z of Social Research: A Dictionary of Key Social Science Research Concepts, 1 edition. London ; Thousand Oaks, Calif: SAGE Publications Ltd, 2003.
 J. W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 3rd edition. Thousand Oaks, Calif: SAGE Publications, Inc, 2008.
 U. Sekaran and R. Bougie, Research methods for business: A skill building approach. New York: John Wiley & Sons, 2016.
 H. Lune and B. L. Berg, Qualitative research methods for the social sciences, 9 edition. Harlow, England Munich: Pearson, 2017.
 H. Noble and J. Smith, “Issues of validity and reliability in qualitative research,” Evidence-based nursing, vol. 18, no. 2, pp. 34–35, 2015.
 J. Fleming and K. E. Zegwaard, “Methodologies, Methods and Ethical Considerations for Conducting Research in Work-Integrated Learning.,” International Journal of Work-Integrated Learning, vol. 19, no. 3, pp. 205–213, 2018.
 I. B. Hubner, C. Carina, E. Ennelis, V. Natalia, and J. Juliana, “The Use of Social Media on Tourist Decision Making in Determining Hotel Selection,” International Journal of Social and Management Studies, vol. 2, no. 3, pp. 161–171, 2021.
 A. Galloway, “Non-Probability Sampling,” in Encyclopedia of Social Measurement, K. Kempf-Leonard, Ed. New York: Elsevier, 2005, pp. 859–864. doi: 10.1016/B0-12-369398-5/00382-0.
 B. Formplus, “Convenience Sampling: Definition, Applications, Examples,” 2022. https://www.formpl.us/blog/https//www.formpl.us/blog/convenience-sampling last accessed 2022/12/04.
Published online 28.12.2022