Hotels should make greater use of social media to evaluate their performance from the customer’s perspective, according to Dr Bona Kim (Ph.D. graduate) and Dr Sam Kim of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and a co-researcher in a recently published study. Having analysed hundreds of online hotel reviews, the researchers identified the hotel features that customers find most satisfying and dissatisfying. Their results provide helpful suggestions for how hotel managers can make effective use of social media to monitor and respond to customers’ positive and negative experiences.
