Comparing the Tweet and the Experience. A Case Study @hrhbali 2019

Abstract

Social media tweet is the marketing communication channel targeted to the consumers. The tweet @hrhbali, a luxurious hotel in Bali, analyzed and showed findings related to the dominant attribute proposed. This research was utilizing a mystery shopper to experience staying in the luxurious hotel and compare the attributes findings from the previous study to the experience of staying in the hotel. The results show that there are much detail and rich experiences compare with the previous research findings from the unstructured tweet dataset. This finding indicates that even though there is the right social media and channels of marketing communication, nevertheless, to deliver rich and detail experiences, stories should be written and delivered to netizen to improve the persuasiveness for the consumers to stay in the luxurious hotel.

Keywords: @hrhbali, Experience, Attributes, Comparison, Hospitality

DOI: 10.7176/EJBM/12-2-02

Publication date: January 31^st 2020