ABSTRACT

This study examined social media practices and hotel consumer behavior in Umuahia metropolis. The purpose of the study was to examine the influence of Facebook on hotel consumer behavior in Umuahia metropolis, determine the effect of Instagram on hotel consumer behavior in Umuahia metropolis, investigate the influence of TripAdvisor on consumer behavior in hotels in Umuahia metropolis and to examine how twitter affects consumer behavior in Umuahia metropolis. The study adopted a mix-method research design, in the cause of the research. The sample of the study was determined using the Taro Yamane formula. The instrument for data collection was questionnaire which was generated by the researcher based on the research objectives. The questionnaire was subjected to content validation by the supervisor and other lecturers in the department, to ensure that it measures what is required of it. The reliability of the instrument was tested using the Cronbach alpha reliability at 0.86 (p<0.05). The questionnaire distributed were collected and used for analysis of the data. The responses from the questionnaire was analyzed using simple percentage, frequency, mean and standard. SPSS v.25 is the statistical tool used in the analysis. The result of the analysis showed that Facebook influences the behavior of consumer behavior and choice of hotel in Umuahia metropolis 3.83, Instagram has positive effect on consumer behavior in Umuahia metropolis 3.19, the result also revealed that TripAdvisor has positively influenced hotel consumer behavior in Umuahia metropolis 3.18, the result also revealed that twitter positively affects hotel consumer behavior 3.12 and the result revealed that social media influences hotel consumer behavior in Umuahia metropolis. The study concluded that Social media practices, particularly on platforms like Facebook, Instagram, TripAdvisor, and Twitter, significantly influence hotel consumer behaviors in Umuahia metropolis among others. The study recommended that hotel managers should develop a comprehensive social media strategy, utilize advanced targeting features, encourage and manage more online reviews among others.