Determinants of hotel social media continued usage

Purpose: With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. The purpose of this study is to examine the influence of interaction and ubiquity mediated by trust, benefits and enjoyment on hotel guests’ continued use of social media networks. Design/methodology/approach: To examine the hypotheses, a self-administered questionnaire was posted by ten UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis. Findings: Two social media characteristics – interaction and ubiquity – influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits and enjoyment. Originality/value: This study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media.