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首页> 外文期刊>Journal of Electronic Commerce in Organizations >The Effect of Social Media on Hotels' Business Performance in the Lebanese Hotel Sector: Effect of Social Media on Hotels' Business Performance
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The Effect of Social Media on Hotels' Business Performance in the Lebanese Hotel Sector: Effect of Social Media on Hotels' Business Performance

机译：社交媒体对黎巴嫩酒店业酒店业务绩效的影响：社交媒体对酒店业务绩效的影响

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摘要

While many studies on social media from users' perspectives have been conducted, less attention has been paid to the effect of social media on organizations' performance, particularly among hotels. The aim of the study is to investigate the effect of social media on hotels' business performance in the Lebanese hotel sector. In this study, a structural equation modelling method has been used for data analysis. The survey data was gathered from a sample of 146 hotels in Lebanon. Data analysis results demonstrate the positive and significant relationship between social media characteristics (visibility and association but not editability) on hotels' business performance. The findings present valuable implications for hotel managers to direct their social media strategy and to capitalize on the possible benefits of social media to increase the business performance of hotels. In addition, the findings could also provide useful insights into other business sectors that have an intention to invest in social media.
机译：尽管已经从用户的角度对社交媒体进行了许多研究，但对社交媒体对组织绩效的影响的关注却很少，尤其是在酒店中。该研究的目的是调查社交媒体对黎巴嫩酒店业酒店业绩效的影响。在这项研究中，结构方程建模方法已用于数据分析。调查数据来自黎巴嫩146家酒店的样本。数据分析结果表明，社交媒体特征（可见性和关联性而非可编辑性）与酒店业务绩效之间存在正相关关系。这些发现为酒店管理者指导他们的社交媒体策略并利用社交媒体可能带来的好处提高酒店的业务绩效提供了宝贵的启示。此外，调查结果还可以为有意在社交媒体上投资的其他业务部门提供有用的见解。

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