With this in mind, the study recommends a series of measures that might be implemented in order to improve the effective adoption and utilisation of Social Media for those small and medium sized accommodation providers that are interested in improving or extending their Social Media marketing.
While Review, Voting and Recommendations Sites are perceived to generate actual value in terms of increased visibility and positive word of mouth recommendations for the accommodation providers, the overall uptake of other Social Media for marketing purposes is still at an early stage and their potential to add value to the business is regarded sceptically.
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Therefore, the overall objective of this research is to gain a greater understanding of the perceptions of and experiences with Social Media for marketing purposes by small and medium sized accommodation providers in Auckland, New Zealand.
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This exploratory study contributes to the emerging body of knowledge in this area and provides practical recommendations in regard to the selection of appropriate Social Media and their improved utilisation.
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The research results indicate that there is a significant gap between the currently perceived value of Social Media compared to the potential suggested by various literature.