The influence of social networks on the intent to visit hotels

Social media plays a crucial role in the hospitality industry, significantly influencing potential guests' intentions to visit hotels. The dynamic nature of social media allows hotels to engage directly with potential customers, shaping perceptions and building brand image. The importance of social media in decision-making processes has grown, with users relying on platforms to gather information, read reviews, and assess hotel quality. This study aims to explore the extent to which social media characteristics (perceived relevance, informativeness and interactivity), usage habits, and hotel image impact visit intention, providing insights into how these factors contribute to a guest's final decision to book a stay. Linear regression was used to test the mutual influences of variables, and the results showed that the characteristics of hotel social networks, habits of using social networks and the hotel's image on social networks positively influence the intention to visit a hotel. This research advances understanding of how social media impacts consumers' hotel visit intentions by identifying key influencing factors. The findings offer actionable insights for hotel marketers to optimize social media strategies and enhance customer engagement. By leveraging these insights, hotels can improve overall marketing effectiveness and better align their strategies with consumer preferences.