A Role of Social Networks in Creating a Marketing Concept of Hotel Companies

The last decade has witnessed turbulent changes in hotel industry marketing. Key reasons arise from high elasticity of demand and the volume of information about the destination and accommodation available to potential guests. Hotels need repositioning in the market and one possible path requires radical alteration of marketing concept in terms of adapting to new methods of communication with guests. In addition to website as the main communication channel within the framework of information and communication technologies, social networks are becoming increasingly present. Numerous social networks are characterized by a specific way of communication. Therefore, a role of marketing in hotel sector is being well acquainted with diversified and abundant functions of various social networks and characteristics of their users.