Usage des réseaux sociaux numérique dans le cadre de la promotion touristique : cas pratique Hôtel Atlantis Akbou

Abstract

The use of digital social networks in tourism promotion, a theme that we found quite relevant, and worth studying, so we opted for this theme to understand the phenomenon of digital social networks in tourism promotion. The emergence of digital social networks has radically changed the organizational world, and these networks are now an essential element for carrying out tasks in the field of tourism, and in the case studied for us, the Atlantis Akbou hotel, the latter is much more active on the social networks that they use to carry out their communication campaigns. Our research focuses on the use of social networking sites in the promotion of tourism at the Atlantis Akbou hotel, by trying to answer the following questions: How does the Atlantis Akbou hotel adapt its content on social networks according to tourist seasons and specific events? And to what extent does the Atlantis Akbou hotel measure the effectiveness of its actions on social networks in order to improve its tourist promotion campaigns? During our survey, we opted for the qualitative method, which we judged to be effective for gathering information relating to our topic, so we began by observing how the Atlantis Akbou hotel operates, We then prepared a well-studied interview guide that would enable us to find answers to our problem, and to compare the information gathered in the theoretical part of our work. This was how our work placement at the Atlantis Akbou hotel went, and it lasted a whole month. The results confirm our two hypotheses and answer our initial question, The results of our research clearly confirm that the Atlantis Akbou hotel uses social networks to manage its brand image and online reputation, and exploits these social networks to inform guests about seasonal or special events organised within the hotel through the various means deployed, such as the professional LinkedIn site, Facebook pages, instagram account, Twitter, and email