Digital Technology in the Visitor Economy: A Critical Analysis of Apex Hotels Ltd. Social Media Strategy

Digital technology in
the Visitor Economy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Literature review....................................................................................................................3
Case Study Evaluation (Findings)........................................................................................11
Discussion.............................................................................................................................12
New Social Media Strategy..................................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES:.............................................................................................................................15
Books and Journals:..............................................................................................................15
Online ..................................................................................................................................16

INTRODUCTION
In today's business environment, hospitality industry is performing very well in the
market. It has a wide scope as it includes many types of business such as accommodation,
tourism, food and lodging, etc. Tourism is becoming one of the most successful business and
their success is depending on promotional strategy (Buhalis, 2019). Every business in hospitality
is now using social media as it is one of the best strategies of promotion of their business in the
market. In current environment, every person is connecting with social media and that's why
hospitality industry is focusing on social media strategy. Social media is the method of
promoting goods and services by direct connection with the people. It is helpful for identifying
and analysing the demands of consumers. Social media is providing many details about the
consumers tastes and preference (Gretzel and et.al., 2020). With the help of their search history
hospitality organisations can easily analyse their behaviour. In this context, Apex Hotels Ltd. is
the family owned business that started in 1996 in Edinburgh’s Grassmarket. They are providing a
wide range of hospitality services to the consumers. They are aiming to provide a signature
welcome to the customers so that they enjoy their experience. This report will be critically
analyse the social media strategy of company along with the suggested strategy so that they can
take competitive advantage.
MAIN BODY
TASK
Literature review
Social Media
According to The Importance Of Social Media Marketing, 2020, Social media is defined
as the use of social media and networking in order to promote the goods and services of
organisations. It is one of the most important and useful method for organisation as it assist
organisation to engage with the customers in order to understand their tastes and preferences.
This is crucial for organisation to understand the tastes and preferences of customers so that they
can produce those type of goods and services. After understanding the current trend in market, it
is found that it becomes important for organisations as they should know about the platforms of
social media market ring and also able to apply in their organisation. Social media is a helpful

tool which needs to used by every organisations. In hospitality industry, it is identified that
companies are using social media platform in order to invite people for enjoying the services.
Social media is one of the best way of communicating directly with the customers as it
removes all the mediators and company is able to directly contact with the customers. There are
many organisations which performing very well due to their social media marketing
(Alghizzawi, Salloum and Habes, 2018). It becomes the most widely used method for a company
in which they are using as a marketing tool. The reason behind this is every person is now
connecting with the social media as it becomes in important part of our life. That's why many
organisations are using social media platform in order to analyse the behaviour of customers.
Today's business environment gets very complex as well as dynamic, due to this company needs
to focus on their marketing strategy in which a marketers should understand the demand of
customers. For that purpose, it becomes one of the best tool from which marketers are able to
collect important information about their customers that helps in making a marketing strategy.
Day by day the competition is increasing and it becomes tough for company that how they can
retain their customers in the market (Chatzigeorgiou and Christou, 2019). For that purpose,
social media helps to attach with their customers and due to this company always trying to post
campaigns that helpful for retaining customers.
Apex Hotel Ltd. is the hospitality organisation which are providing services to the
customers such as room accommodation, food, lodging, etc. Day by day the competition is
increasing and that's why Apex Hotel Ltd. is formulating a digital marketing strategy in which
they give importance to social media marketing (Liu, Zhang and Yao, 2021). More discussion
about their strategy is mentioned below.
Current strategy that used by Apex Hotel Ltd.
Company needs to understand that social media marketing is becoming most essential
strategy for organisation as every customers is connecting with social media platforms
(Assimakopoulos and et.al., 2017). There are many social media platforms are using by
organisation such as YouTube, Twitter, Instagram, and Facebook. It is identified that Apex
hotels has seven city hotels in UK. They are marketing their brand with the help of social media
platform. They are doing this with the help of post information about their brand on social media
post. They are currently using Twitter, Instagram and Facebook.