THE EFFECTIVENESS OF FACEBOOK PROMOTING THE BRANDS OF SLOVAK WELLNESS HOTELS BASED ON THE DEA METHODOLOGY
This contribution presents an evaluation of the effectiveness of the Facebook social network promoting the brands of a number of selected Slovak wellness hotels based on the DEA (Data Envelopment Analysis) methodology and its selected models.
The research question is that hotel guests use the funpages of the Slovak wellness hotels on the Facebook social network to learn more about its services and also how the Slovak wellness hotels use their funpages to promote their brand and communicate with their consumers.
During the four months in 2018 (September – December), data on input and output variables was collected, with data from photos, videos and links to "funpage" hotels on Facebook and output to "Likes" and "Comments". The measurement of the efficiency of these input and output variables in order to assess the effectiveness of 16 wellness hotel brands operating in the Slovak Republic was based on an input-oriented CCR DEA model with weight adjustment via the Assurance Region.
The number of Likes and comments on the Facebook pages of the 16 Slovak wellness hotels suggests that hotel guests use Facebook to learn more about the services and events they provide. The DEA model is therefore an effective tool to help evaluate the effectiveness of a business in a hotel sector on a social network, such as Facebook, in promoting its brands, as it uses multiple variables and does not necessarily require an input-output relationship. The results of using this method confirmed the research question.
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