Case Study on Charlotte Street Hotel

Added on -2020-02-05

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Emma Alexandra CirceagE-Tourism1
TABLE OF CONTENTSIntroduction......................................................................................................................................3Literature review..............................................................................................................................3Case study........................................................................................................................................8New social media strategy.............................................................................................................12Discussion .....................................................................................................................................13Conclusion.....................................................................................................................................14References......................................................................................................................................162
INTRODUCTIONE-tourism refer to the research, design, application of IT and implementation of E-commerce solution in travel and tourism industry. It is an application of information andcommunication technologies in both; tourism and hospitality sectors The present study is basedon Charlotte street hotel which is located in London (Charlotte street hotel, 2017). It is a small-medium sized company which has 52 rooms and its features are like own cinema rooms, 24room hour services, etc. Further, it has an online presence on social networking sites.Information and communication technology (ICT) plays a great role in the development ofhospitality industry. Main purpose of study is to understand the way in which ICT influenced theCharlotte street hotel which is operating its operates its business. ICT have a some positiveimpact on Charlotte hotel that is it can company can easily communicate with its potentialcustomer and makes strong relation with them for, longer period Further, it also provides aneffective platform to engage in markets. In the present report, discussion is done on theeffectiveness of ICT on Charlotte hotel and the way in which business can use social mediamarketing strategy for expanding its business online. There are many new and advancedtechnologies which create opportunities and challenges for the firm. There is the new technologywhich is having a great advantage to the hotel that is social media that provides the ability toCharlotte hotel to see that from where their customer are coming, their interests as well as it isthe best way to target customers at a large scale. In the present report, a literature review hasbeen done on various topics related to ICT. Further, a case study is analyzed deeply so that majorissue can be assessed which SME is facing at the time of using ICT. Apart from that, discussionand conclusion have been done on the basis of case studyLITERATURE REVIEWICT and hospitality focus on development According to the Frew A. (2004) nowadays, there is many new technology which isintangible and advances as compared to the previous generation technology. Further, websitesand smartphone apps are the new waves of technological advancement because it allows users todirectly visit the website of hotel and book tickets with online payment system. Further newtechnology allow to book tickets in advance and cancel it though online website by sitting at3
home Charlotte hotel has its own website through which its customers can easily book the rooms.On website, customers can easily see the price of different types of rooms such as luxury andsimple room. Along with this, they can also see various discount offers which is available onfirm’s websites. As per the views of Fesenmaier, Werthner and Wober (2006)ICT has a greatimpact on the sale and profits of hotel. It makes easier for customers to book tickets online bysitting at home. Information and communication technology is important and it impacts ontravelers, knowledge, behavior and their attitudes New technology is developed which easy forcompany for operating its business online. A new application of company which can easily bedownloaded on mobile helps in getting notification of offers which hotel provides to itscustomers. Along with this, new advanced technology helps the firm to easily get connected withpeople in all over the world. Internet is the largest computer network in the world which supportsdelivering information form one place to another Frew (2005) said that there is the massiveimpact of internet on business process. Further, search engine optimization is the process ofediting content on websites for attracting more visitors. Social media sites and mobile applicationwhich provide users with the possibility of content creation, liking and sharing. There are manysocial networking sites which help company in increasing awareness of customers regardingtheir services and products. There are many advantages of ICT on small business that is it servethe small business in many ways by means of transaction. Internet is a marketplace which bringbuyer and seller together for conducting sales. Further it is the best communication medium,which help in connecting with people easily and fact way for interacting with customer, otherbusiness and suppliers. Through website company can easily take feedback from its customerand also make improvement according to the changes. It reduce customer travel cost becausecustomer can easily use mobile phone and internet and websites and other ICT technology. Thereare many small-medium enterprises who used online marketing for their accounting function. ICT influencing SME and factor hindering SME from adopting ICTAccording to the view Buhalis (2003) there are some factors which influence smallmedium enterprises like online reservation system which have positive impacts of ICT. Thereare many small-medium sized firms which provide online reservation facility to customersthrough its official websites. In addition to this, online reservation capabilities provide costsaving opportunity for business in the hospitality industry because it not need to hire employee4

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