How Digital Media Influence Hotel’s Image? Effective Communication Strategies for Its Promotion Chapter Conference Paper uri icon


  • Over time, the media have gained a special prominence in the daily life of society by changing the functioning of various sectors. Tourism is one of the sectors that has changed most with the evolution of the media, and many researchers are studying the effects that these changes have produced. In a sector such as tourism where communication plays an extremely important role, a study is conducted to analyse the influence that the media can have on the hotel industry. Thus, this research intends to study the influence that the media can have on the accommodation having as a starting point a specific case which is a hotel located in Aveiro, the Hotel das Salinas (HdS). The aim of this research is to identify the extent to which the various types of media influence the promotion of HdS to consumers and to what extent can the results obtained provide data to allow improvements in the promotion strategy of the Hotel on its performance. To this end, was adopted a quantitative methodology based on the application of a questionnaire. With the completion of this research, it is concluded that digital media are influencing the guests of HdS and the respondents also noted that the hotel communication strategy is being effective contributing to a positive image about the hotel.

publication date

  • 2022