Although social media analytics has been extensively adopted by the hotel industry, how hotels leverage social media analytics capability (SMAC) to create business value remains unclear. Underpinned by real options theory (ROT), this study presents a framework to examine the mechanisms by which organisational agility indirectly influences hotel performance through the mediating role of SMAC. We tested the framework by drawing on a dataset of matched data from hotel practitioners and the customer reviews attached to each surveyed hotel on TripAdvisor. Our empirical results confirm that the appropriate deployment of SMAC has the potential to develop positive word-of-mouth and improve customers’ perception of hotel quality. More importantly, our findings highlight the important role of SMAC in mediating the effect of sensing agility on hotel performance. However, SMAC cannot mediate the impact of responding agility on hotel performance. This study contributes to hotel management research by emphasising the importance of SMAC and enriches the extant literature on organisational agility in the tourism context.

尽管社交媒体分析已被酒店业广泛采用，但酒店如何利用社交媒体分析功能 (SMAC) 创造商业价值仍不清楚。本研究以实物期权理论 (ROT) 为基础，提出了一个框架，以检验组织敏捷性通过 SMAC 的中介作用间接影响酒店绩效的机制。我们通过利用酒店从业者的匹配数据数据集以及 TripAdvisor 上每家接受调查的酒店所附的客户评论来测试该框架。我们的实证结果证实，适当部署 SMAC 有可能发展积极的口碑并提高客户对酒店质量的看法。更重要的是，我们的研究结果强调了 SMAC 在调节感知敏捷性对酒店绩效的影响方面的重要作用。但是，SMAC 无法调节响应敏捷性对酒店绩效的影响。本研究通过强调 SMAC 的重要性并丰富了旅游背景下组织敏捷性的现有文献，为酒店管理研究做出了贡献。