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Social Media managerial implications for budget accommodation venues: use of Social Media platforms more effectively and efficiently

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Abstract

Social Media has transformed people’s lives and behaviour. Over the past decade it has also transformed the Tourism Industry. Despite this triumph, insufficient research has been published concerning Social Media in tourism, particularly for the benefit of budget oriented accommodation venues. This study offers an empirical analysis of actions taken by a Budget Venue in Seville as a part of its Social Media strategy, together with the effects of those actions on the venue’s Facebook and Instagram profile pages. The study also proposes practical solutions that can improve the Social Media strategy of such company. Relevant statistical data was collected daily from Facebook and Instagram Insights, over a period of 2 months. Both theoretical and practical aspects are mentioned in the paper.

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Funding

This paper has been funded by the VI Research Programme’s Grant of the University of Seville (VI PPIT-US).

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  1. Faculty of Tourism and Finance, University of Seville, Seville, Spain

    Sara Domínguez-Navarro & M. Rosario González-Rodríguez

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  1. Sara Domínguez-Navarro
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  2. M. Rosario González-Rodríguez
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Correspondence to M. Rosario González-Rodríguez.

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Domínguez-Navarro, S., González-Rodríguez, M.R. Social Media managerial implications for budget accommodation venues: use of Social Media platforms more effectively and efficiently. Qual Quant 54, 1671–1689 (2020). https://doi.org/10.1007/s11135-019-00932-3

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