Abstract

Several types of social media have different features which result in distinct functions as well as the different behavior of social media users. However, research on how hospitality businesses respond to the pervasive trend in using social media is scant. This study is, therefore, to identify how social media differently works and to illustrate how the hotel sector utilizes social media. Twitter.com is chosen as a case of social media, and tweets on major hotels' Twitter accounts are analyzed. The research further discusses better use of the features of Twitter in order to generate marketing implications.