Page 54 - THEi Student Applied Research Presentations 2024

PERCEPTIONS OF HONGKONGERS ON THE
INFLUENCE OF SOCIAL MEDIA ON SERVICE

QUALITY OF FIVE-STAR HOTELS

ABSTRACT

RESEARCH BACKGROUND

The research on how social media influences consumers’ visit intention on hotels is
still relatively scarce. Therefore, this research hopes to explore the impact of social
media on the public’s intention to visit hotels to understand the relationship, impact,
and opportunities between social media and the hospitality industry. Provide insights
and references for the hotel industry on social media marketing and help them further
YEUNG CHEUK I optimize their social media marketing strategies.

BA (Hons) in Hotel Operations METHODOLOGY
Management This study utilized a quantitative research approach. Primary data were collected by
Department of Hospitality and Business sending an online questionnaire to Hong Kong residents who had stayed in five-star
Management hotels. The questionnaire was divided into five sections: demographic characteristics,
attitudes, subjective norms, perceived behavioral control, and behavioral intentions. A
convenience sampling method was used to select samples. The questionnaire was sent
to 128 people online, with a response rate of 84.3% and a sample size of 108.
OBJECTIVES
FINDINGS
Explore the public’s attitudes, subjective The traditional theory of planned behavior (TPB) model constructs, namely attitudes,
norms, and behavioral control of using subjective norms, and perceived behavioral control, play an important role in explaining
social media when planning to visit Hong Kong people's willingness to engage in social media when planning to visit five-
five-star hotels. star hotels. These three contributing factors have a very significant positive impact on
the intention to engage in social media when planning a visit to a five-star hotel. There
is a significant positive correlation between attitudes, subjective norms, perceived
behavioral control, and behavioral intentions, which reflects the mutual influence
between these variables.

ABOUT THE INVESTIGATOR

My name is YEUNG Cheuk I, and my FYP tutor is Ms. Connie CHAN. I love traveling
around the world, experiencing different cultures, and understanding diverse values.
My career goal is to work in a five-star hotel after graduation to serve others while
strengthening my management and interpersonal skills. In the future, I hope to open a
store of my own and incorporate experience into it, providing customers with a unique
and unforgettable experience and realizing self-worth.

54 Student Applied Research Presentations 2024 Student Applied Research Presentations 2024