Purpose

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.

Design/methodology/approach

Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data.

Findings

The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post.

Originality/value

These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant.

中文翻译：

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社交媒体帖子对服务绩效的影响

目的

许多关于社交媒体帖子和相关性的研究导致了不同的结果。此外，之前没有研究过相关性的中介作用。本文旨在研究酒店发布的帖子类型与由此产生的入住率之间的相关关系。然后，检查相关性的中介作用以及帖子可以增加/降低帖子与潜在酒店用户的相关性的方式。

设计/方法/方法

在酒店行业的背景下，我们进行了三项研究——其中一项包括来自连锁企业的酒店入住率数据——以检验社交媒体帖子对相关性和入住酒店意向的影响。进行了实验研究来解释真实世界酒店数据的结果。

发现

研究结果表明，相关性是将社交媒体帖子与服务绩效联系起来的重要中介。本地（相对于全国）主题的帖子可以降低帖子的相关性和查看者留在酒店的意图。但是，如果帖子中包含图片，这种关系可能会被削弱，因为视觉可能会增加帖子的自我认同。

原创性/价值

这些结果具有重要的理论和实践意义，因为社交媒体经理试图找到与其客户和追随者交流的最佳方式。具体来说，酒店应该在社交媒体上发布的次数有上限和下限。数据还显示，许多酒店发布有关当地活动的帖子，例如学校筹款活动或招聘会，这可能对入住意向有害，这可能是由于当地帖子与可能入住酒店的客户无关。国家帖子被认为更相关，并且可能会增加逗留意愿，并且包含图片可以帮助本地帖子看起来更相关。