Sticea, Raluca Maria2024-07-062024-07-062024-07-01https://hdl.handle.net/10115/36983Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Ana Luisa Reyes MenéndezThis final thesis discusses the impact of social media marketing and influencer marketing in the hotel sector. Analyzing everything that involves the presence of a hotel brand in social networks and how this influences the potential consumer. The research includes an analysis through a questionnaire to test the hypothesis raised, if the content of guest experience type is the most interesting and attractive to the audience in social networks, and also analyzes a couple of specific objectives in relation to this. Finally, the veracity of this hypothesis is concluded after analyzing the results of the methodology used.engSocial media marketingHotel industryInfluencer marketingBrand imageHospitalitySocial media contentMarketinginfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess