ABSTRACT
This chapter seeks to analyze the Facebook communication of hospitality companies to better understand what makes customers engage with corporate Facebook posts. It provides the findings of the content analysis of major hotel groups on the following aspects: Facebook contents; the level of fan engagement; and the influence of Facebook content on the fan engagement. In the context of tourism and hospitality, marketers use social media to get customers to engage more actively through encouraging them to post online reviews, offering room booking technology through Facebook. Multimedia learning theory developed by Mayer contends that multimedia presentations can foster focused attention and immersion into the content and, consequently, can make it more meaningful. In the context of online tourism marketing, applying multimedia learning theory, it is noted that some verbal and visual presentations on corporate social networking sites have the potential to provide more vivid and imaginative contents for consumers, which possibly lead to profound changes in consumer attitudes.
