Digital marketing is essential for hotels. It is important to have a social
media strategy and, simultaneously, to be aware of the guests’ opinions and reviews,
be conscious of their satisfaction. In this sense, the content, and interactions of the
different social media of Vidago Palace Hotel were analysed, and some suggestions
for improvement were given. On the other hand, the hotel reviews in the main online
review platforms were analysed, to understand the level of guest satisfaction. The
results show that there should be more care at the social media strategy level, posting
with more frequency.However, the reviews are excellent, which shows that the quality
of service provided by the hotel. The exploratory nature of the study is one of its
limitations, added by the fact that is based on a specific date that analysed its last 10
publications.
UNIAG, R&D unit funded by the FCT—Portuguese Foundation for the
Development of Science and Technology, Ministry of Science, Technology and Higher Education.
UIDB/04752/2020.
