Social media communication has become a fundamental tool for hospitality companies, especially for marketing and customer engagement purposes. Facebook is the social network most used by hotels, both to interact and to establish relationships with their customers, and to provide them with relevant content and information, which may contribute to a positive travel experience and overall satisfaction. In general, content hotels post on Facebook either emphasizes hotels’ services (hotel-level or internal information) or aspects related to where the hotels are located (destination-level or external information) while conveying emotional attributes. Thus, this study aims to unveil the content strategy of these two types of content levels for hotels in the two most-visited cities in Spain, as well as to explore the emotional aspect of hotel Facebook posts. To do so, 4725 Facebook messages posted by 189 hotels in Barcelona and 1175 posted by 47 hotels in Madrid were analyzed using compositional data analysis, which accounts for the relative importance (shares) of different types of contents. Results show that hotels in Barcelona post more content related to hotel services and hotels in Madrid post more content related to the destination.

中文翻译：

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多样而感性：西班牙酒店的Facebook内容策略

社交媒体传播已成为酒店公司的基本工具，尤其是出于营销和客户参与目的。Facebook是酒店最常使用的社交网络，用于与客户互动和建立联系，并为他们提供相关的内容和信息，这可能有助于获得积极的旅行体验和总体满意度。通常，在Facebook上发布的内容酒店要么强调酒店的服务（酒店级别或内部信息），要么强调与酒店位置相关的方面（目的地级别或外部信息），同时传达情感属性。因此，本研究旨在揭示西班牙访问量最大的两个城市中酒店的这两种类型的内容级别的内容策略，以及探索酒店Facebook帖子的情感方面。为此，使用成分数据分析法分析了巴塞罗那189家酒店发布的4725条Facebook消息和马德里47家酒店发布的1175条消息，这些信息说明了不同类型内容的相对重要性（份额）。结果显示，巴塞罗那的酒店发布更多与酒店服务相关的内容，马德里的酒店发布更多与目的地相关的内容。