Facebook Reviews and Intentions to Purchase Hotel Accommodation in South Africa

Abstract

The growth of social media use and internet has resulted to more consumers interacting with each other and the brands on social media platforms. At present, Facebook is the most popular social media platform globally, with many users actively participating and connecting on the site. There is a shortage of studies conducted in the South African hospitality sector regarding the impact of Facebook reviews on hotel booking intentions. This research explored how Facebook reviews and comments, customer trust, and brand awareness impact the likelihood of booking a hotel room. The research study was conducted through self-administered questionnaire which was distributed to a random sample of university students and the working professionals through social media. Data collected from the survey was analysed using SPSS 28 and Amos 28 software. The findings indicated the strong and positive influence of Facebook reviews and comments on consumer purchase intention for the hotel accommodation in South Africa. This research provides important findings for hotel companies, marketing managers, and practitioners in the accommodation industry who are involved in creating and executing strategic plans for social media platforms. Furthermore, aid them in managing customer reviews and comments on their social media accounts to promptly address unhappy customers that could damage their brand.