Online Customer Engagement in the Hospitality Industry: A Mixed Method Research

Focusing on accommodation establishments, such as hotels, this study examines the factors that lead customers to engage in social media platforms and determines whether importance of these differs according customers’ demography. We used exploratory sequential mixed method research (MMR) design. Customer reviews Facebook page a 5-star hotel Alanya, Turkey analyzed for qualitative part study. Subsequently, quantitative part, questionnaire was created based results relevant literature. The employed convenience sampling using an online survey filled out by 602 users. Based factor analysis we identified seven customer engagement dimensions: experiential benefit; identity; appreciation; information; advocacy; recommendation; satisfaction. appreciation dimension introduced literature new had not been previous empirical studies. One most striking obtained from there were significant differences between all demographic variables (gender, marital status, education, age) perceptions information dimension.Â