Carola Raab

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Customer loyalty is paramount for hospitality businesses, and social media communication is becoming a powerful way to increase touchpoints with customers. However, scant research evaluates the impact of social media behavior on program loyalty. Thus, the goal of our study is to determine the impact of social media communication on hotel program loyalty. We(More)
Alongside many global businesses, hotels have recently shared in the movement to serve the gay market. If the perception of being gay-friendly is not the same for hoteliers and their gay guests, a marketing discrepancy may exist and loyalty of the gay segment could be at risk. To address this issue, a sample of 188 gay guests and 48 hoteliers was explored.(More)
Article history: Received 1 October 2015 Received in revised form 1 January 2016 Accepted 1 March 2016 Available online 30 April 2016 Chinese tourism is a booming market that various international tourism destinations want to attract. Although Chinese tourists have an enormous economic impact on the restaurant industry, they seem to consume only Chinese(More)
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