EFFECT OF SOCIAL MEDIA PLATFORMS’ USE ON HOTEL PERFORMANCE IN STAR RATED HOTELS WITHIN UASIN GISHU COUNTY, KENYA

Abstract

Many businesses have reoriented to attract and retain customers and ensure sustainability in response to technological changes. Businesses that do not use social media for customer satisfaction loose revenue, profits, and shareholder value. Social media enhances positive customer-business relationships. The main objective of this study was to investigate the effect of social media platform use on hotel performance in star-rated hotels within the Uasin Gishu County of Kenya. Specific objectives were; to determine the effect of Facebook use, Instagram use, YouTube and Website use on hotel performance. The study was guided by performance theory, technology acceptance (TAM), and resource-based view theory. The study used a descriptive survey research design. The target population was 142 respondents, comprising of 12 marketing managers and 130 departmental supervisors. 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 using both descriptive and inferential statistics utilizing SPSS version 25. The descriptives statistics used were frequencies, percentages, means and standard deviation. Inferential statistics included correlation and multiple regression. Frequency tables and graphs were used to present the research results. The study findings revealed that Facebook use positively and significantly has an effect on star-rated hotel performance (β1=0.317, p=0.002). It was also established that Instagram use positively and significantly effects star-rated hotel performance (β2=0.278, p=0.019). It was further established that YouTube use positively and significantly affects star-rated hotel performance (β3=0.137, p=0.044). Finally, website use was found to have a positive and statistically significant effect on star-rated hotel performance (β4=0.212, p=0.037). The study concluded that Facebook pages helps management reach wide range of customers. Instagram use plays a crucial role in star-rated hotel performance. The study further concluded that You-Tube use effects the selected star-rated hotels performance. The study finally concluded that Website use has affected star-rated hotel performance. Through the websites, the market goals and objectives of the Hotels have been achieved. 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. The Hotel management should ensure that the YouTube Advertisement videos are engaging and lively to the customers. Management of the selected star-rated hotels should ensure that the Market website and Facebook pages are fully established.