Facebook as a Means of Communication in the Hotel Industry: A Case Study of Vietnam

This study is carried out with the main objective of focusing on the analysis of the adaptation of Facebook in the hotel industry of Vietnam and verifies the importance of hotel presence on Facebook for communication with their consumers. This study was conducted through two studies that include a survey of Facebook users and a review of hotel presence on Facebook. The results from this study presented the importance of Facebook in the communication between hotels and their customers in both the presence of that network, as well as the ways used to communicate with their consumers. In addition, this study also will be established the foundations for future research related to the use of social networks in the hotel sector.