Promoting Restaurants Using Social Networks: Still A Lot Of Room For Improvement

Abstract

[EN] A growing trend in the hospitality industry is the promotion of products and services on social networks as an effective and economical way to reach a very important population mass with a bidirectional speech. The aim of this paper is to explore the processes used by Spanish restaurants in two ways: adding to the portfolio of services offered and for the recruitment of staff. Business models of social shopping can be divided largely into three categories: 1) social shopping intermediaries, 2) social shopping markets and 3) social shopping search engines. It is observed that more and more Spanish restaurants use social shopping to attract their target audience, but this is not very long term. Therefore a change in the Spanish restaurants¿ model is observed: as the customer loyalty decreases and the online business increases. Understanding the key issues will be crucial in maintaining the competitiveness of the business of catering in Spain.