Hospitality Industry: Sample Assignment
Added on 2021-04-17
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Running head: HOSPITALITY INDUSTRYHospitality Industry: Big Easy Canary Wharf LondonName of the StudentName of the UniversityAuthor’s Note:
1HOSPITALITY INDUSTRYTable of ContentsIntroduction................................................................................................................................2Literature Review.......................................................................................................................3Case Study Evaluation (Findings)..............................................................................................8Discussion................................................................................................................................12New Social Media Strategy......................................................................................................12Conclusion................................................................................................................................15References................................................................................................................................18Appendix..................................................................................................................................23Appendix A..........................................................................................................................23
2HOSPITALITY INDUSTRYIntroductionSocial media is the most important and significant part in technology. In today’sworld, social media has acquired the entire marketing strategy (Ye et al. 2014). Any industryis marketing their products with the help of social media. Hospitality is one of such industriesthat utilize social media for their marketing and the strategies utilized by them are widelyaccepted by the customers (Murphy 2013). The travel technology is the application ofinformation and communications technology and information technology in the industries ofhospitality, travel and tourism. Travel means locomotion and thus travel technology is solelyassociated with computer reservation system or CRS. One of the most important forms of thistravel technology is flight tracking (Pantano and Di Pietro 2013). Online flights could beeasily tracked with this technology and both the clients and the administrators can track theflight details. Due to the enhancement of technology in the technological world, travel andtourism industry has reached to extreme height. E tourism is one of the broadest concepts intravel industry. It has transformed the entire of tourism globally. Information andcommunications technology or ICT is responsible for this transformation (Ku and Chen2015). The business strategies, the practices and the travel industry have changed structurally.In the year 2000, emphasis was given on the development and growth of larger series ofservices and instruments, which facilitate an interaction within the market leadersinternationally. The growth of all the transport capacities, network speed and searchingengines solely influence the total number of tourists in the entire world, which utilizetechnology for the purpose of documentation and planning the journeys. It has been noticedin a research that more 65% of the total bookings is done via Internet in all over the world(Aitchison et al. 2014). In addition, the statistics of visiting to the travel agencies or travelagents can gone down to almost 24%. The major reason of this lowering percentage is the
3HOSPITALITY INDUSTRYtime schedule. Clients or tourists have to visit to the travel agency or travel agent for bookingtheir trips. This often becomes a major issue, as time may not match with the travel agent(Werthner et al. 2015). The majority of this society has accepted a fact, which influences thegrowth of Internet on the behaviour of customers. This influence even manages the marketingmodels throughout. E tourism has grown and gained success due to the enormous growth ofsocial media. The strategies that are taken for making E tourism successful are due to thesocial media (Laroche, Habibi and Richard 2013). The advertisement is done properly andthe customers can easily know about the company without any complexity.The following report outlines about a brief description on a popular restaurant ofLondon, namely, Big Easy (Varfolomeyev et al. 2013). This restaurant is located in CanaryWharf, which is major district of central business that consists of a wide residential,entertainment and commercial and also private estate in the Greater London (Kaján andSaarinen 2013). Big Easy is considered as one of the most important and significantrestaurants in London that serves multi cuisine food to its customers. This report describesabout the hospitality business of Big Easy and provides relevant details (Dickinson et al.2013). The report also evaluates the current social media strategy of this organization fordiscussing the important factors. A social media strategy is also developed here. The reportfurther discusses about the literature review and detailed evaluation of the present socialmedia strategy. Literature ReviewAccording to Ye et al. 2014, the customer or the tourist appeals maximum on the sitesof the hospitality or touristic and travel information and even to those sites, that allowsbookings for the purpose of transport as well as accommodation services. Therefore, thetourists will have various expectations from these website services. These expectations
4HOSPITALITY INDUSTRYmainly include the security, the informational contents, the utilization facility, the utility andeven the rapidity within personalization and operations (Agarwal et al. 2013). The hotelkeepers always re evaluate these websites periodically for ensuring themselves that thesehotel keepers are extremely useful and efficient to their customers. Furthermore, variousstudies imply that the design of any restaurant or hotel website usually leads to the profit orloss of 50% sales. As per Andersson and Lundberg 2013, the most important area is to makethe information of any particular hospitality business more accessible on the Internet. Thewebsites of all the restaurants or hotels have acquired the strategy of social media and aresolely marketing their products and services by them. Stylidis et al. 2014, state that mobile technology is the major and the most significantpart in social media strategy. The enhancement and advancement of mobile technology hasopened the doors of hospitality businesses. The hospitality industry should be aware of thefact that any specific market segment that is formed of individuals with various types ofdisabilities or elderly people is incrementing day by day. Therefore, the assistant technologiesact as the typical vocal browsers that offer the high degree of assistance to each and everycustomer, who usually access their information online. According to Ekinci, Sirakaya-Turkand Preciado 2013, the information related to demographic order or geographic location oranything that is regarding to the life style is extremely important in creating stereotype for theclients. If at any particular moment, it was taken into consideration that selecting a restaurantor hotel depicted the common alternative of the senior people in a typical family; accordingto current research, it has been revealed that the children or young adults in this process playthe most important role (Carlisle et al. 2013). Therefore, the managers of all hospitalitybusinesses who aim the young generation should offer, utilizing the means of online, acontent as sufficient as possible for these people, such as various interactive games forattracting these types of people to visit their websites.
5HOSPITALITY INDUSTRYIn the present situation, the various electronic networks are broadly utilized for thepurpose of collaborations and communications within the organizations. Most recently, fewof the top technologies were solely recognized and they would have a vital effect on thefuture hospitality industry. Coles, Fenclova and Dinan 2013, state that these particulartechnologies majorly offer creativity and innovations about the connecting equipments aswell as the software, which allow all the companies a healthy communication between thecustomers and the partners. These communications via the computer network enable thepartners in interacting in any suitable way about the cost and time. As per Croce and Perri2017, the ontology, which depicts a specific series of various concepts in any domain andalso the relationships within all these concepts, enabled for constituting the mediationsystems, which become successful in translating this information to their partners and,therefore, it solely helps to contribute for the efficiency of any electronic communications.The typical multimedia technology became one of the major development domains and it alsoinfluences the industry of hospitality. According to Moreno et al. 2013, the hospitality, as allvarious activities in the field of tertiary sector, requires a widespread hold up by utilizing thismultimedia representation for the purpose of offering an image or any substantial experienceto the client. Social media has several important advantages that has made it extremely popular andaccepted by all in the entire world. Social media helps to connect with the rest of the worldand thus, marketing could be done easily (Kaján and Saarinen 2013). Moreover, the cost orexpenses of social media is extremely low and can be afforded by all customers. The majoradvantages of social media are as follows:i) Increment of Brand Awareness: This is the most crucial or important advantage ofsocial media. Social media helps to provide cost efficient digital marketing methods forsyndicating the content and thus increasing the business visibility. According to Tuten and
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