Presentation Title

Social Return of Instagram as a Marketing Tool to Target Millennials

Format of Presentation

15-minute lecture to be presented the Saturday of the conference

Presenter Information

Suk DhasiFollow

Location

IB 1010

Start Date

30-3-2019 12:15 PM

End Date

30-3-2019 12:30 PM

Abstract

The purpose of this research is to analyze the social return that Instagram can have on hotels. The use of Instagram as an informational tool for millennials has impacted the accommodation sector over the past five years. Studies have focused on the role of social media for organizations that market destinations but there is still limited research in regard to the use of social media in the hospitality sector. This research uses a case study that explores the utility of Instagram in the visitor experience. It will interpret the social return millennials receive when posting photos in relation to the Douglas Hotel, in Vancouver, British Columbia. This study uses a qualitative analysis of 160 photos under the Douglas Hotel's Instagram hashtag '#thedouglasvancouver' and an in-depth interview with a social media expert from Destination BC. The expectation is this research may inform how accommodation businesses can utilize this technology to enrich their social presence.

Department

Tourism Management

Faculty Advisor

John Hull

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Mar 30th, 12:15 PM Mar 30th, 12:30 PM

Social Return of Instagram as a Marketing Tool to Target Millennials

IB 1010

The purpose of this research is to analyze the social return that Instagram can have on hotels. The use of Instagram as an informational tool for millennials has impacted the accommodation sector over the past five years. Studies have focused on the role of social media for organizations that market destinations but there is still limited research in regard to the use of social media in the hospitality sector. This research uses a case study that explores the utility of Instagram in the visitor experience. It will interpret the social return millennials receive when posting photos in relation to the Douglas Hotel, in Vancouver, British Columbia. This study uses a qualitative analysis of 160 photos under the Douglas Hotel's Instagram hashtag '#thedouglasvancouver' and an in-depth interview with a social media expert from Destination BC. The expectation is this research may inform how accommodation businesses can utilize this technology to enrich their social presence.