RT Journal Article
T1 Topic-based engagement analysis: Focusing on hotel industry Twitter account
A1 Rabadán Martín, Inmaculada
A1 Barcos Redín, Lucía
A1 Pereira Delgado, Jorge
A1 Aguado Correa, Francisco
A1 Padilla Garrido, Nuria
AB In a social-media context, brands need to understand how to frame their messages, so that a topic can be quickly recognized, promoting higher levels of user engagement. However, knowledge about the link between content type and its engagement is not sufficiently studied. We first explore hotel Firm-Generated Content (FGC) and its inherent themes using topic modelling; we then use an ad hoc metric to investigate the engagement levels associated with each topic; thirdly, we compare the relevance attached to the topics with their engagement levels. In total, 44,448 corporate tweets from 62 hotel brands were analyzed to identify 14 topics, one of which had not previously been uncovered. Notably, there was a positive correlation with engagement for content related to hotel management activities and, among smaller groups, to sustainability. The results will expand FGC-related investigation within the hotel sector and will be of interest to firms seeking effective communication strategies.
PB Elsevier
SN 0261-5177
SN 1879-3193 (electrónico)
YR 2025
FD 2025
LK https://hdl.handle.net/10272/24199
UL https://hdl.handle.net/10272/24199
LA eng
NO Rabadán-Martín, I., Barcos-Redín, L., Pereira-Delgado, J., Aguado-Correa, F., & Padilla-Garrido, N. (2025). Topic-based engagement analysis: Focusing on hotel industry Twitter accounts. In Tourism Management (Vol. 106, p. 104981). Elsevier BV. https://doi.org/10.1016/j.tourman.2024.104981
DS Repositorio Institucional de la Universidad de Huelva
RD 14 jul 2026