The Representation of Luxury Wine Hotels on the Social Network Facebook

Social networks are now integral to corporate strategy and daily social life. They enable the rapid and extensive dissemination of information, proving highly effective for promoting hotel marketing content. Consequently, they facilitate interaction and engagement between hotels and their customers, serving both advertising and evaluation purposes. This study aims to analyse the use of the Facebook social network by luxury wine hotels located in countries associated with the Mediterranean Diet. An analytical model examining the variables of content, interactivity, and visibility was employed. A total of 17 luxury hotel pages were analysed, with data collected using the Karma Fanpage platform, an online tool for social media analysis and monitoring. The findings indicate that the majority of profile posts were photographs, and that this format generated the highest number of user reactions. It is recommended that hotels publish more photographic content to foster greater engagement and conduct further analysis of the specific types of posts that elicit the most reactions.