Social Media Marketing Influence on Consumer Behaviour in Hotel Industry
Added on 2020-05-28
78 Pages15012 Words76 Views
Running head: DISSERTATIONDISSERTATIONName of the Student Name of the University Author Note
DISSERTATION1 AbstractThis study will analyse the influence of social media marketing on the consumer behaviour inthe hotel industry. The social media connection with the employees have been a keymarketing strategy for most of the organizations in this industry as customer retention isessential for improving the sales volumes and revenue streams of any organization. In thiscurrent study, a hotel market has been taken in to consideration, which consists of majorglobal players. Moreover, the usage of social media for marketing has been prevalent in thehotels for a long time and the study will aim to identify the impact this on the consumerbehaviour. The current market environment is in comparison more competitive today and thecustomers are becoming more and more demanding than before. In the present situationcreation and retention of loyal customers are the most significant part for the organisation.The choice of the hotels by the customers is based on the services that are provided by thesehotels. Social media is believed one of the most important marketing tool for the hotelindustry. Thus, by linking the objective of the study it can be stated there is positive impact ofbuying behaviour of consumers. The data that has been collected also illustrates that majorityof the respondents are in agreement with the fact loyalty card has positive impact on thestudy.
DISSERTATION2 AcknowledgementBy this research, I have experienced best possible learning of my life. By conducting thisresearch, I have learnt various concepts, models and theories. I first thank to the almightyGod. After that, I want to thank to my supervisor ______________ who is my friend,philosopher and guide. I also thank my parents for being supportive and accommodative forcompleting this research. I want to thank my friends for giving me the moral support whileconducting this research.
DISSERTATION3Table of ContentsCHAPTER 1...................................................................................................................3INTRODUCTION..........................................................................................................31.0Introduction...............................................................................................................31.1Background of the research.......................................................................................51.2Aim of the research...................................................................................................61.3Research Hypothesis.................................................................................................61.4Research Objectives..................................................................................................61.5Research Question.....................................................................................................7Chapter 2- Literature Review.........................................................................................7Social Media.............................................................................................................10CHAPTER 3.................................................................................................................19RESEARCH METHODOLOGY.................................................................................193.0 Research Methodology...........................................................................................193.1 Research Philosophy..............................................................................................20Justification for selecting positivism........................................................................223.2 Research Approach................................................................................................233.3 Research Design.....................................................................................................243.4 Data collection.......................................................................................................243.5 Data Analysis.........................................................................................................253.6 Sampling................................................................................................................253.7 Reliability and Validity..........................................................................................27
DISSERTATION43.8 Ethical consideration..............................................................................................27Chapter 4......................................................................................................................28Findings and Analysis..................................................................................................284.0 Finding and Analysis..............................................................................................284.1 Quantitative questions............................................................................................284.1.1 Demographics questions.................................................................................284.1.2 Quantitative Questions on social media marketing.........................................344.1.3 Quantitative Questions on consumer buying behaviour.................................42CHAPTER 5.................................................................................................................62CONCLUSION AND RECOMMENDATION...........................................................625.0Conclusion...............................................................................................................625.1Recommendation.....................................................................................................66References....................................................................................................................67Appendix......................................................................................................................73
DISSERTATION5Topic: Impact of social media marketing on consumer buying behaviour in hotel industryCHAPTER 1INTRODUCTION1.0IntroductionThe research is based on the study of the different ways by which social mediamarketing can impact the hotel industry. The hotel and hospitality industry is hugelydependent on the reviews that are given by the customers as well as the positive word ofmouth. Social media in this case can act as a major marketing tool that can be used by thecustomers of the hotel (Baker et al. 2016). The three different ways by which the hotel andhospitality industry can use social media are as follows,Marketing – The hotels can use the social media platforms mainly likeInstagram and Twitter to enable the communication between the business andthe customers. The methods related to communication have changed in therecent times, however the organizations still use the fundamental methods ofpromotion and marketing so that they can pass on their message to the targetaudience (Xie, Chen and Wu 2016). The major difference lies in the speed bywhich the messages reach the target audience and the usage of the new toolsfor this purpose. The marketing professionals can use the tools related toinformation technology so that they can determine the various factors relatedto the organizations (Godey et al. 2016). The analysis of the market can helpin revealing the various preferences related to the styles, purchasing habits,tastes and preferred channels of communication. Improvement of customer relationship management – The second majorapplication of the social media tools after the promotional activities are the
DISSERTATION6ways by which these tools are used for the management of customerrelationships. The analytical tools can be used for the purpose of digitalcommunication so that the marketing professionals can connect with thecustomers of the organization (Kim, Lim and Brymer 2015). The digitalchannels of communication encourage the way by which the transparency inthe response of the consumers can increase. The organizations within thehospitality industry can therefore engage with the customers and furtherimprove their services or products according to their needs. Reputation management – This is another major function that can beperformed by the social media tools. The usage of social media ranges beyondthe simple marketing campaigns. The marketing managers use these tools tosell the services and products and maintain the relationships with theconsumers. The digital tools that are used for communication are mainlyrequired for continuous management of the brand (Law et al. 2015). Thecustomers can use the social media platform to choose the services that theywish to avail and raise the complaints related to the poor experience as well.The speed related to the marketing opportunities with the help of digital toolshas opened new avenues for the hotel and hospitality industry. Theorganizations that are able to offer high quality of services and products do notneed to wait to increase their profits. The internet savvy customers lessensome of the burden related to the marketing activities of the organization thatbelong to this industry. The marketing managers can therefore place theirconcentration on the improvement of the services and products that they canoffer (Leung, Xue and Bai 2015).
DISSERTATION71.1Background of the researchThe marketing platforms related to social media are gaining more and moreimportance in the recent times in the daily lives of the consumers as well as the businessorganization. The mobile devices and internet related activities are proving to become muchmore valuable tools while the target customers are young. The technological giants of theworld have therefore started encashing upon this opportunity (Muhammad, Dey andWeerakkody 2017). The organizations are adopting the methods of digital payment andtrying to take on the legislative and technological challenges. The rise of digital paymentmethods has given rise to new challenges related to hotel industry. The hoteliers need toembrace the new ways by which they can communicate with the consumers and getthemselves ready to face the changes in their behaviour. The marketing managers of thehotels need to be updated with the social media trends of marketing and thereby develop theironline presence (Nisar and Whitehead 2016). This will help them to adapt to disruptions andthereby achieve the advantage related to early adoption. The subscriptions related to mobile devices have increased hugely by the end of theyear 2016. The usage of mobile devices in the hotel and hospitality industry has alsoincreased in the recent times. The consumers are now more engaged with the mobileplatforms, reach is also vast and the connectivity of the mobile devices worldwide havebecome suitable platforms for marketing (Sigala and Chalkiti 2015). The increase thepenetration of mobile devices in the industry has helped in strengthening the engagement ofthe consumers with these platforms. The usage of social media is also rising and the digitalconsumers tend to spend more time on the social platforms. The major responsibility of thehotels and hospitality industry is to increase the presence of their brands. The function that isplayed by social media is the interaction between the consumers and the hotels. This two-waycommunication helps the organizations to understand the needs and desires of the customers
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