Social media marketing : En fallstudie på Steam Hotel och Sunlight

Sammanfattning: In this study two spa-hotels with an industrial history have been studied. The purpose of the study is to examine how industrial cool-hotels use social media marketing to reach out to their customers and what kind of information/advertising is communicated. The study was conducted as a qualitative content analysis with a deductive coding scheme. In the content analysis, 383 posts on Instagram and Facebook belonging to the spa hotels Steam Hotel and Sunlight were analyzed. The posts were analyzed based on a coding scheme with six different themes. The results of this study show that both hotels use social media marketing in the same way when it comes to advertising messages, imagery, interaction with customers and unique offers. There is a significant difference between these two hotels when it comes to their industrial heritage where one hotel more frequently pushes the unique selling point  (USP) while the other hotel overlooks this. One hotel has created a significant network in social media, which clearly shows that their marketing strategy in this area is successful, while the smaller hotel does not manage to reach as large a customer group through the same channels.