Laveragring Social Media for International Market Expansion: A Case Study of Senglao Botique Hotel in Luangprabang, Laos

Sengbouapha, Ms Saira (2026) Laveragring Social Media for International Market Expansion: A Case Study of Senglao Botique Hotel in Luangprabang, Laos. BA/BSc, Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar).

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Absztrakt (kivonat)

The world is changing. Businesses across industries are increasingly turning to social media platforms to reach international markets and improve their marketing efficiency. One area of growing importance is hospitality marketing, as this function plays a crucial role in attracting international guests and driving revenue for small independent hotels. However, small boutique hotels face significant challenges in reaching foreign audiences due to limited budgets and lack of access to the large distribution networks that major hotel chains rely on. Therefore, social media can come to the forefront to benefit small hospitality businesses, enabling them to reach global audiences cost-effectively and compete with larger competitors. The purpose of this study is to explore how social media platforms can enhance the international market expansion of small boutique hotels. This study employs a mixed research method, combining both qualitative and quantitative approaches, including social media content analysis across TikTok, Instagram, and Facebook, semi-structured interviews with four hotel management and staff members, and an online survey of 72 respondents. The case study focuses on Senglao Boutique Hotel in Luang Prabang, Laos a UNESCO World Heritage city attracting a growing number of international tourists. By comparing and analyzing data from all three sources, the study identifies the key platforms and content types that most significantly enhance international visibility.The results showed that social media generates a positive impact on the hotel through enhanced international visibility, stronger brand perception, and increased guest inquiries. Interview respondents highlight that social media's core strength is its ability to reach large international audiences organically, particularly through TikTok influencer content, with Thai creator posts reaching up to 83,000 views per video compared to the hotel's own best post at 8,989 views. Experiential and storytelling content consistently outperformed promotional posts on TikTok, while promotional content performed best on Facebook and video reels outperformed static images on Instagram. Survey results confirmed positive perceptions across all five variables, with brand perception rated highest at 4.42 and intention to visit at 4.39. As a result, social media has strong potential to enhance international market expansion for small boutique hotels, especially through influencer engagement and experience driven content that builds trust and extends reach without requiring large marketing budgets.

Magyar cím

A közösségi média kihasználása a nemzetközi piaci terjeszkedéshez: A laoszi Luang Prabangban található Senglao Boutique Hotel esettanulmánya

Angol cím

Laveragring Social Media for International Market Expansion: A Case Study of Senglao Botique Hotel in Luangprabang, Laos

Intézmény

Soproni Egyetem

Kar

Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar)

Tanszékcsoport/intézet

LKK - Közgazdasági és Nemzetközi Kapcsolatok Intézet

Szak

NEM RÉSZLETEZETT

Témavezető(k)

Helyi kari azonosító

LKK-A-2026-25

Mű típusa:	Szakdolgozat
Felhasználói azonosító szám (ID):	Ms Saira Sengbouapha
Dátum:	21 Júl 2026 13:42
Utolsó módosítás:	21 Júl 2026 13:42
URI:	http://diploma.uni-sopron.hu/id/eprint/16841

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