Social networks and their influence on the choice of restaurant in the example of the hospitality industry of the Republic of Serbia

Abstract

Social networks represent one of the most important channels for communication and marketing in many industries. On social networks, catering facilities can inform potential service users about their services, discounts, organizing events, special offers, but they can also present their own photos, videos, virtual tours of catering facilities and thus contribute to the tangibility of catering services. The subject of this paper is the impact that the use of social networks has on the choice of catering facilities on the example of the hospitality and tourism industry of the Republic of Serbia and its importance fo r the hospitality industry. The task of this paper is to investigate the factors that determine the influence of the use of social networks on the choice of catering establishments by consumers, with the aim of determining which factors have an influence on the use of social networks and whether this affects the decision to go to a catering establishment. The results of the research show that social networks influence the consumer's perception and choice of restaurants, whereby the content shared by restaurants on social networks is important fo r forming a positive image of the restaurant. The paper offers important insights for restaurateurs and restaurant managers on how to effectively use social media in their marketing strategies and improve service quality in restaurants.

Keywords

• catering
• hospitality
• social networks
• republic of serbia