1.2 Background of the Study

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, compare, and book services from the comfort of their homes or offices (Bhandari & A Sin, 2023). This digital evolution has empowered consumers, making them more informed and demanding of personalized experiences and high-quality services (Bhandari & A Sin, 2023). Consequently, hotels are compelled to prioritize meeting and surpassing consumer expectations to maintain competitiveness and enhance their brand reputation (Kariru, 2022).

Within this global shift, social media platforms have emerged as particularly potent tools for marketing and customer interaction. Platforms such as Facebook, Instagram, LinkedIn, and TikTok offer hotels affordable and targeted marketing options, enabling them to raise brand awareness, foster customer loyalty, and directly influence booking decisions (Kariru, 2022). The pervasive use of these platforms by a significant portion of the global population underscores their importance as a primary channel for connecting with potential guests (Bhandari & A Sin, 2023).

Bangladesh, a rapidly developing nation, has also witnessed a significant expansion in its luxury hospitality sector. The country is home to a growing number of 5-star hotels, particularly in urban centers like Dhaka, catering to both international and local visitors (Bhandari & A Sin, 2023). This growth is fueled by increasing business travel, tourism, and a rising preference among local patrons for high-quality accommodations and services (Kariru, 2022). As the market value of hotels in Bangladesh is projected to reach substantial figures in the coming years, understanding the most influential factors that motivate customers to engage with and book services from these hotels becomes critically important (Bhandari & A Sin, 2023).

Despite the clear global trend towards digital marketing and the specific growth of the luxury hotel sector in Bangladesh, there remains a notable gap in empirical research concerning the direct impact of specific Facebook marketing strategies on customer booking intentions within this unique market context (Ahmed et al., 2023; Leong et al., 2019). While the general importance of digital marketing is acknowledged, there is a critical need for a deeper understanding of which Facebook content and engagement strategies are most effective in directly driving booking intentions for Bangladeshi 5-star hotels (Khan & Abir, 2022; Tien et al., 2019). This study aims to address this critical gap, providing valuable insights for both academic understanding and practical application in the Bangladeshi luxury hotel sector (Bhandari & A Sin, 2023; Kariru, 2022).