Effect of Facebook Use on Star Rated Hotels Performance in North Rift Region

Abstract

In reaction to technology advancements, many firms have reoriented themselves in order to draw in and keep clients as well as maintain sustainability. Companies who don't use social media to engage with customers lose out on sales, revenues, and shareholder value. Positive customer-business interactions are strengthened by social media. The study sought to investigate effect of facebook use on star rated hotels performance in North Rift Region. The study used a descriptive survey design. The target population was 142 hotel employees. The sample size was 110 respondents. Sampling techniques were stratified random sampling and census techniques. This study used questionnaires to collect data. Data were then analysed by use to SPSS version 25. Descriptive and inferential statistics were analysed and presented in frequencies, percentages, means and standard deviation. Frequency tables were used to present the research results. The study findings revealed that Facebook use positively and significantly effects star-rated hotel performance (β=0.317, p=0.002). The study concluded that Facebook pages helps management reach wide range of customers. The study recommends that; the social media marketers of the selected star-rated hotels should ensure that their pages are impressive and attractive to the customers.