Introduction

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, relevance, diversity, and frequency of posts, examining how these elements collectively shape a hotel’s online narrative and appeal. Engagement strategy, on the other hand, focuses on the interactive dimensions of Facebook presence, including the use of polls, contests, prompt responses to inquiries, and the integration of user-generated content. The study seeks to quantify the direct influence of these distinct strategic approaches on customer booking intentions, moving beyond general brand awareness to tangible conversion outcomes.

Why: The rationale behind this study is multifaceted. Firstly, despite the global proliferation of social media marketing in hospitality, there remains a significant empirical void concerning its direct impact on booking intentions, especially in emerging markets like Bangladesh. Existing literature often focuses on Western contexts, and their findings may not be directly transferable due to unique cultural, economic, and technological landscapes. Secondly, 5-star hotels in Bangladesh represent a growing, yet underexplored, segment that stands to gain immensely from optimized digital marketing. A clear understanding of effective Facebook strategies can provide these hotels with a competitive edge, enabling them to allocate resources more efficiently and maximize their return on investment. Finally, the study addresses a critical need for data-driven insights that can bridge the gap between theoretical marketing concepts and practical application in a specific, high-growth market.

Purposes: The primary purpose of this thesis is to provide empirical evidence and actionable recommendations for 5-star hotels in Bangladesh on how to optimize their Facebook marketing strategies to directly enhance customer booking intentions. Specifically, it aims to:

1.         Quantify the direct impact of Facebook content strategy on customer booking intentions.

2.         Quantify the direct impact of Facebook engagement strategy on customer booking intentions.

3.         Compare the relative effectiveness of Facebook content strategy versus engagement strategy in driving booking intentions.

By achieving these purposes, this research seeks to contribute valuable academic knowledge to the field of digital marketing in hospitality, particularly within emerging economies, and offer practical guidance that can inform strategic decision-making for luxury hotels in Bangladesh. This will enable them to transform their Facebook presence from a mere digital footprint into a powerful tool for direct customer acquisition and revenue generation.