Suzan Sharma:

1.6 Research Questions Stemming from the research objectives, this study seeks to answer the following research questions: •            What is the direct impact of Facebook content strategy on customer booking intentions for Bangladeshi 5-star hotels? •            What is the direct influence of Facebook engagement strategy on customer booking intentions for Bangladeshi 5-star hotels? •            Which Facebook marketing strategy (content or engagement) has a stronger direct influence on customer booking intentions for Bangladeshi 5-star hotels? 1.7 Hypotheses of the Study Based on the research objectives and questions, the following hypotheses are formulated for empirical testing: 1.          H1: Facebook content strategy has a significant positive direct impact on customer booking ...

1.5 Research Objectives This study aims to address the identified research problem and gaps by pursuing a general objective and several specific objectives. These objectives are designed to provide a comprehensive understanding of how Facebook marketing strategies directly influence customer booking intentions in Bangladeshi 5-star hotels. 1.5.1 General Objective The general objective of this research is to determine the direct impact of Facebook marketing strategies on customer booking intentions in Bangladeshi 5-star hotels (Bhandari & A Sin, 2023; Khan & Abir, 2022). This overarching objective seeks to establish a clear causal relationship between the hotels’ Facebook marketing efforts and the propensity of potential customers to make direct bookings. 1.5.2 Specific Objectives To achieve the general objective, the study will pursue the following specific objectives : •            To evaluate the direct impact of F...

1.4 Research Gap Despite the burgeoning academic interest in digital marketing within the hospitality sector and the evident growth of the luxury hotel market in Bangladesh, a significant primary research gap persists: there is a critical lack of empirical research specifically investigating how Bangladeshi 5-star hotels can effectively leverage Facebook content and engagement strategies to directly drive booking intentions (Bhandari & A Sin, 2023; Khan & Abir, 2022). While the general importance of social media in marketing is widely acknowledged, the direct causal links and comparative effectiveness of specific Facebook strategies in this particular market remain largely unexplored (Ahmed et al., 2023; Leong et al., 2019). This overarching gap can be further delineated into several specific gaps : Firstly, there is limited understanding of how specific Facebook content strategies directly influence booking intentions for Bangladeshi 5-star hotels (Belias et al., 2023;...

1.3 Statement of the Problem Despite the increasing recognition of Facebook as a powerful marketing platform within the hospitality industry (Bhandari & A Sin, 2023; Belias et al., 2023), a significant empirical void exists concerning its direct impact on customer booking intentions, particularly within the unique context of Bangladeshi 5-star hotels (Ahmed et al., 2023; Kariru, 2022). While anecdotal evidence and general marketing principles suggest a positive correlation, there is a critical lack of specific, data-driven understanding regarding how these hotels can effectively leverage Facebook marketing strategies to directly translate online engagement into tangible bookings (Khan & Abir, 2022; Tien et al., 2019). This overarching problem can be disaggregated into several specific components: Firstly, there is considerable uncertainty regarding the direct impact of Facebook content strategy on booking intentions in Bangladeshi 5-star hotels (Khan & Abir, 2022; Beli...

1.2 Background of the Study The global hospitality industry has undergone a profound transformation in recent decades, driven significantly by advancements in digital technology and evolving consumer behaviors. In an increasingly interconnected world, hotels and other tourism service providers are operating within a rapidly changing environment where digital presence is no longer a luxury but a fundamental necessity (Bhandari & A Sin, 2023). The traditional methods of marketing and customer engagement have been largely supplanted by digital channels, necessitating a strategic shift for businesses aiming to attract and retain customers in the contemporary landscape (Kariru, 2022). Historically, the process of booking accommodations was often cumbersome, involving direct visits to hotel offices or reliance on travel agents. However, the advent of the internet and sophisticated worldwide reservation systems has revolutionized this process, allowing potential guests to research, co...

1.1 Introduction This thesis delves into the critical role of strategic Facebook marketing in influencing customer booking intentions within the luxury hospitality sector of Bangladesh, specifically focusing on 5-star hotels. In an era dominated by digital connectivity, social media platforms have transcended their initial purpose as mere communication tools to become powerful engines for commerce and consumer engagement. For the hospitality industry, particularly the high-value segment of luxury hotels, understanding and effectively leveraging these platforms is no longer an option but a strategic imperative. This study aims to unravel the intricate dynamics between Facebook marketing efforts and their direct impact on the booking decisions of potential customers in a rapidly evolving market like Bangladesh. What: This research specifically investigates two primary facets of Facebook marketing: content strategy and engagement strategy . Content strategy encompasses the quality, ...