Han Liu, Mingying Huang, Peng Zhang
School of Economics and Trade, Shanghai Modern Chemical Industry Vocational College, Jinshan, 310116 Shanghai, China; College of Business Administration, Lyceum of the Philippines University Batangas, Batangas City, Philippines.
Hefei Cement Research and Design Institute Co., Hefei 230000, Anhui, China.
Acta Psychol (Amst). 2025 May;255:104881. doi: 10.1016/j.actpsy.2025.104881. Epub 2025 Mar 13.
The presented study examines the influence of social media marketing on hotel service quality and tourist treatment purposes to raise service standards, meet consumer requirements, and boost marketing effectiveness. A theoretical framework detects information quality and involvement, and cognitive trust as independent parameters, with perceived value and tourist satisfaction as mediating elements, and hotel service quality as the dependent parameter. Data collection and analysis are carried out through questionnaire surveys and multiple regression assessment. The reports outlined strong reliability and validity across all variables, with high internal consistency and significant statistical features. The results affirm a normal data distribution and reveal substantial correlations between marketing strategies, information exchange, and hotel service quality, and tourist treatment intentions. Key predictors, comprising online reputation, information quality, and cognitive trust, remarkably contribute to the regression model, with no multicollinearity identified. Online word-of-mouth emerges as the most influential factor on service quality, followed by tourist satisfaction, while marketing strategies play a key role in shaping treatment intentions. These insights highlight the critical role of social media marketing in elevating hotel services and inform strategic recommendations for enhancing marketing approaches in the hospitality sector.
本研究探讨社交媒体营销对酒店服务质量和游客接待的影响，旨在提高服务标准、满足消费者需求并提升营销效果。一个理论框架将信息质量、参与度和认知信任作为独立参数，将感知价值和游客满意度作为中介因素，将酒店服务质量作为因变量。通过问卷调查和多元回归评估进行数据收集和分析。报告显示所有变量具有很强的可靠性和有效性，具有高内部一致性和显著的统计特征。结果证实数据呈正态分布，并揭示了营销策略、信息交流与酒店服务质量以及游客接待意图之间存在显著相关性。包括在线声誉、信息质量和认知信任在内的关键预测因素对回归模型有显著贡献，未发现多重共线性。在线口碑成为对服务质量最具影响力的因素，其次是游客满意度，而营销策略在塑造接待意图方面发挥关键作用。这些见解凸显了社交媒体营销在提升酒店服务方面的关键作用，并为酒店业改进营销方法提供了战略建议。
