مجلة آفاق للبحوث والدراسات
Volume 9, Numéro 2, Pages 393-412
2026-07-31
The Impact Of Content Marketing On Improving Hotel Service Quality: A Case Study Of Seybouse Annaba Hotel
Authors : Benaida Imene .
Abstract
This study aims to highlight the growing impact of content marketing, specifically by social media activists, in improving hotel service quality. It adopted a descriptive and analytical approach, collecting data during field visits to Seybouse Hotel Annaba using paper/digital questionnaires and interviews, distributing 144 valid responses analyzed via SPSS v.26.Results showed a clear and strong positive effect of social media activists' content on customers' perceptions and purchasing behavior toward hotel services. This reflects influencer marketing's effective strategic role within contemporary hotel communication policies. Such marketing enhances service quality, positively impacting booking rates and overall hotel activity growth.The study recommends integrating influencer content marketing into hotel plans, focusing on credible influencers with genuine target audience impact to optimize service enhancement and development.
Keywords
Content marketing ; contemporary communication policies ; social media activists, hotel service quality ; Seybouse Annaba Hotel.
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