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Master Thesis

Les réseaux sociaux : un levier de performance exclusif pour le secteur des services. Le cas du secteur hôtelier

Abstract : Today, there are approximately 3.5 billion people in the world who are active users of social networks. This perfectly illustrates the appeal of this new mode of communication not only for individuals but for companies also. Between hyper-choice period and digital change, the hotel industry has been significantly affected by a new balance of power and has led to a new consumer behaviour. As a result, social networks have presented themselves as the exclusive communication tool between hotels and guests. In a sector dominated by a huge competitive environment, the aim is to understand how these digital platforms have been able to revolutionise and expand in the hotel sector. The analysis of the economic and technological context will show the specific nature and performance of these tools. It will show how you are able to increase the visibility and brand image, which now enables them to convert prospects into real customers and build their loyalty for the long term. Despite the limitations of social networks, this report will highlight that this is an essential lever of performance in the digital strategy of hotels and more generally about the sector of services.
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Master Thesis
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  • HAL Id : dumas-02358890, version 1

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Perrine Klein. Les réseaux sociaux : un levier de performance exclusif pour le secteur des services. Le cas du secteur hôtelier. Gestion et management. 2019. ⟨dumas-02358890⟩

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