Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study

The potential benefits of social media for the promotion of hospitality and tourism businesses have been well acknowledged in the existing literature. Most studies have, however, examined social media use and perceptions from consumers' perspective. There is limited research addressing how service providers perceive and employ social media to influence the consumer's decision making process. Using in-depth interviews with hospitality and tourism practitioners in Hong Kong, this study explores practitioners' perceptions regarding social media and examines the strategies being applied in engaging social media to influence consumers' decision making. The findings reveal that practitioners generally understand what social media represent and recognise their potential for business promotion as well as inherent challenges. Furthermore, they employ various social media applications and strategies in attempting to influence consumers' decision making process. The findings hold implications for both practitioners and researchers.