Eureka! Institutional Repository

It is a fact that the business environment has greatly changed over the last decades on a global scale, while technological change having diversified ways of delivering services and products and ways of promoting them. Similarly, consumers have also diversified their habits, their behavior, and how they collect information. Examples of such changes include the use of social media, the automation of operational and production processes, the increase in products and services available as well as multiple ways of promoting / displaying over the Internet. In the hotel industry, these changes have been felt and the adjustment of hotel businesses to them is considered to be of the utmost importance by defining business decisions and operations. In general, the use of new technologies can lead to a competitive advantage or at least to the non-loss of revenue on the market. In addition, marketing strategies are directly related to business performance and the hotel industry, whether this performance relates to the market in which the business is operating or financially. In this context, this diploma thesis aims at exploring the influence of marketing strategies and the use of social media on the performance of hotel businesses. Using a questionnaire, a survey of 131 hotel businesses was conducted and the results among others showed that the overall performance of hotels was found to be higher when marketing strategies were applied in cooperation with an advertising agency or professionals of the kind, of the company as well as the overall performance of hotel businesses depends on commitment to resources, consistency / conscious commitment, analysis of the current situation as well as operational coherence. Therefore, a hotel business with high performance on these factors is quite likely to display a high overall return.