Analysis of Hospitality and Tourism Research Papers

The provided document contains a list of 20 research papers on hospitality and tourism management, covering various topics like social media analytics, CRM, and hotel photo quality assessment. The research papers are from reputable journals and conferences, and the assignment likely requires students to analyze and summarize these papers, providing insights into the current trends and best practices in the industry.

E-Tourism Assessment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
CASE STUDY EVALUATION......................................................................................................5
DISCUSSION..................................................................................................................................8
NEW SOCIAL MEDIA STRATEGY...........................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Social media and mobile technology is basically an advancement of technology that used
in the hospitality industry to increase their popularity across the world. The hospitality industry
is applied this technology for increasing their services whereas many users can interact within
hotel. This report will discuss about the Mad Hatter hotel that used the social media network for
expanding the business all over the world. This report will discuss about the social media
strategy that help for controlling and increasing the business task in effective manner.
Furthermore, this assignment will analyze the business social media portfolio and develop the
social media strategy for maintain the services in appropriate manner. It will describe the
evaluation of social media in the hospitality industry. At last, it will describe the evaluation of
social media in the organization.
LITERATURE REVIEW
According to Garrido-Moreno and et.al., (2018) Social media strategy is implemented in
the hospitality industry for increasing the brand awareness in global marketplace. A presence of
social media is an essential for hospitality industry that help for maximizing the visibility and
ultimately give the competitive advantages. Therefore, Högberg and Olsson, (2018) It can be
considered the marketing tool to promote the product and service in marketplace. It helps for
connecting with the consumers to identify the need and requirements. This technology offering
various services to client for checking all relevant information about hotels.
According to Kolb, (2018) Social media is reflected the brand of industry, where people
will come to web page for the first time and checking the details of industry. There are 70%
people used the social networking site to read reviews and no matters how the people reach on
web-pages. Ladsawut and Nunkoo, (2018) it can be said that social media is the best marketing
tool to provide the perfect opportunity and show the customer interest towards the organization.
Many customers hear or see the advertisement through social media platform. They also
purchased the product and service by using Social media networking.
According to Misirlis and Vlachopoulou, (2018) Social media platform always expanding
the network all over the world. There are various type of option available to customer such as
Facebook, twitter, Instagram etc. These are the most popular networking site to provide the
information related the hospitality industry. This platform will help for customers to share their
post, pictures, personal information etc. these will help for connecting with another people to

share the idea. Social media is giving the opportunity to consumer for searching the details of
hotels.
According to Moro and Rita, (2018) Internet is becoming powerful medium in the
hospitality industry because customer can access the information of organization through internet
where social media is also providing the pictures, review from the past guest. It helps for people
to search the online advertising, blogs and online purchasing etc. the organization easily
convince the consumer towards their services through social media platform while Oshins and
Brown, (2018) Social media is based on the real life to hold the entire services within network.
According to Quintana-GarcíaMarchante-Lara and Benavides-Chicón, (2018) Social
media marketing provide the facility to measure the effectiveness of anything without knowing
the end games. The core objective of social media to share the information from one part to
another. This medium is used the different channels to share the details of hotel industry in
global marketplace. RamosSousa and Casado-Molina, (2018) is stated that Social media is based
on socialization which required the participates. This medium is offering the visitors to search
the information regarding the hotel and many organizations also share the post to increase the
customer engagement. Social media network helps for
According to Stark and Carroll, (2018) Information technology has played important role
in hospitality industry over the year because technology will help for reducing the cost, improve
the efficiency and customer satisfaction and enhanced the operational performance. Social media
is also part of technology to connect with the customer to provide the benefits. This technology
is also beneficial for hospitality industry to replace the expensive labor. It also reduces the labor
costs and solve issues of consumers.
As per Högberg and Olsson, (2018) Social media from marketer opinion as a set of tool
that free to access and allow community and marketer to create content such as photo sharing
social networks, audio, images etc. It is also known as social communication and sharing
platform. While (Trpkovski and et.al., 2018) it said that social media is uncomplicated and clear
ways to communicate with the client. Customers also generated content distributed by using
online tools.
According to Kolb, (2018)social media marketing may describe as the fact of using social
networks, blogs and online communities or internet in the form of marketing media. It is a term
for wide range of tools and application that provide the web and its social capabilities. On the

other hand, Stark and Carroll, (2018). These tools are familiar about the social networks such as
you-tube, twitters and Facebook. The primary goal of social media is gained the brand awareness
and interaction with the consumers.
As per Ladsawut and Nunkoo, (2018) The social media awareness is an essential for
organization to convert the potential customer to loyal consumer. This move will generate brand
values and the entire loop maintained in proper manner. While social media goes' setup further
by keeping the consumer involved and stimulated. It will increase the working relationship
between the client and organization. Misirlis and Vlachopoulou, (2018) The level of consumer
support increase by using social media because it is an effective and interactive for people.
Unfortunately, it may serve as catalyst to change into the situation related the opportunity of
firms to extend their services.
Misirlis and Vlachopoulou, (2018) States that social media is the latest trendy technology
that plays important role over next five years towards the development and growth in hospitality
industry. With a billion of customer having internet access around the world. These numbers are
increased by 50% in year 2015. Stark and Carroll, (2018) the growth and development of social
media can be positive for people but sometimes, it can bad news and opportunity of hotel
operators. This technology will help for sharing the most effective way to get the customer
satisfaction on daily basis.
According to Stark and Carroll, (2018). It is surprising to find out the people were likely
post both ways like unfavorable and favorable review. Högberg and Olsson, (2018) there are
57% customer will search the online review before taking the services of hotels.
CASE STUDY EVALUATION
Social media has changed the way of people around to communicate with another.
However, social media has existed right from the onset of humanity. The social media concept
has evolved by innovation and also increasing the advancement of technology all over the world.
Mobile technology and social media are important component in the Mad Hatter hotel that help
for expanding the business. It is a based on the form of electronic medium where user create to
share the information online through pictures, video, audios and text etc. This technology is
started transmitting and receiving the message over long distance so that it is effectiveness for
the hospitality industry (Ladsawut and Nunkoo, 2018). Mad Hatter hotel is mainly used this
technology to promote their business services. They also created own channel to distributed the

details through tools and platforms. There are various type of social networking and platform
such as google buzz enable consumer to share the link, status messages and comments. Hence,
the invention of Social media in 21st century and user can use the internet service as a medium to
share the information. This platform reaches many user far and wide. It has emerged technology
that applicable in Mad Hatter hotel as a business tool to engaged with customers. In this way, it
also builds strong brand name by continuous promotion.
Social media is inexpensive marketing tool that influence The Mad Hatter hotel to
maintain the two ways communication between customers and business. Thus, providing the
latter freedom such as never before. With consumers reaction on the hotel services and their view
towards public domain or social media platform. This network channel allows for The Mad
Hatter hotel to directly interact with the potential consumers and solve queries related the hotels.
In this way, hotel manager is contributed to build strong brand image in international
marketplace. In present economic times, it identified that where many enterprises are cutting
marketing costs, budgets and successful establish the business. They also trying to shift from
traditional marketing to social media as communication with customers. The Mad Hatter Hotel
can used this channel to check the number of reservation and offered new product services to the
customers. Manager can immediately respond to comments, feedback and review. The Mad
Hatter hotel is finding innovative idea to integrate social media with the traditional promotion
tools method stay ahead in the competitive race.
Social media is a combination of different various internet tools that enables user to
exchange, modify and generate the content continuously. The another social media networking
application Facebook had approximately 845 million active users, which 425 million people used
the Facebook mobile products. It is the most popular medium to share the information and details
on web pages. The Mad Hatter hotel is also used this application to create own pages and share
the information to the customers. At a single time, there were many videos upload every minute
on the website such as you-tube. Nowadays, social media is helped for country to improve their
economic conditions. It has led to increase the large number of people access the information by
using internet. In this way, it will increase participation in the social networking sites.
Mobile technology is important factor that help for user to access the details on cell
phone and easily access social media (Misirlis and Vlachopoulou, 2018). In business
perspectives, The Mad Hatter hotel is used this concept to increase the business process across

the world. The social networking websites has several unique implications for The Mad Hatter
Hotel that including management, staff and guests. Website is another platform for ranting the
system and also used to evaluation, generate and monitor the brand image of hotel. This platform
will provide the online generated content on the website because it is highly credible and more
information attributed to the hospitality entity. Smart phone plays important role in the Mad
Hatter hotel to communicate with the client to identify their need and requirement. This hotel
easily determine the accurate location of client based on tracking system. In this way,
organization always continuously track the details of customers. The Mad Hatter Hotel
participation in the social media networking that shows to be effective means for engagement
and interaction with potential customers. The participation in website provide enterprise with
direct access to active user without required to add any type of traditional software and hardware.
A social networking site easily accessible and straightforward or appealing to engage with the
participation. There is no doubt and surprise that The Mad Hatter hotel has entered in the market
through social network. This is the best platform for business process to interact with the
customer and providing innovation solution or much responsive. In this way, manager also
managed the customer service in proper manner. Online client review plays important choice of
hotel and traverse customer make decision on the basis of review. It is needed for The mad
Hatter hotel to maintain the positive and negative review.
With increase in the large number of websites that provide the opportunity to the
potential customer and also look up review by the real customers. For creating social media that
allows for guest to create own profile and share their stories, reviews, photos etc. It can be a
source of competitive advantages in marketplace. Many guests are participated through online
network to share their experiences which impact on the other opinion of people. Communicating
and networking tools has become more popular than blogging. The Mad Hatter hotel today's is
faced many consequences where the blogs have not only positive impact but also merged
negative. This organization is planning an effective social media strategy that set up specific
goals to address the challenges. It is an essential for business process to enhance their brand
image in global market. Manager is trying to upload the accurate content on social media site
that useful for client to understand and know about the hotel services. In this way, it will help for
hotel to communicate with the client and build a strong relationship between them.

In today's world any aspects of enterprise that deals with the communication to the
customer by using social media platform (Kolb, 2018). It is an integral part of Mad Hatter hotel
where all the functions such as marketing, customer service, branding and other operations in the
hotel. It is requires for manager to handle the business operations and functions by using social
media. According to survey, there are 90% of marketers are using social media platform for the
purpose of expanding and out of 65% have just started their business to implement new concept
like social media. It helps for promoting the service and product in marketplace. Going by trends
Mad Hatter hotel has started through social media and spend much time compared to another. In
the terms of benefits and advantages, it is the beneficial for Mad Hatter hotel to provide the
awareness and publicity which allows for finding new enterprise partners to increase the ranking
or generating more leads.
DISCUSSION
Many philosophers and theories have supported the fact that hospitality industries are
expanding its marketing strategies continuously with the help and inclusion of social media
trends. Since past 10 years the use of social media for marketing have become a trend for each
and every company. These marketing strategies have developed different options to target the
customers, implement creative business plan to attract customers and to build extraordinary
connectivity with existing and potential customers (Litvin, Goldsmith and Pan, 2018). Hotels are
continuously making itself available to all possible digital media platform ton engage and attract
the users by posting and displaying pleasing pictures, their centre of attraction and unique
features or service of their establishment.
For selected hospitality company named “The Mad Hatter” hotel, social media strategies
are providing it sufficient competencies for standing among various established and successful
hotels. Apart from this, digital platform have increased its options of engaging customers.
Similarly, other hotels are continuously making their presence on to various social platforms
such as YouTube, Facebook, Pinterest, GooglePlus and other related platforms. Hospitality
industries are approaching to most of its customers through Facebook and Instagram. Apart from
making connections with customers and posting pictures and videos on social media sources,
hotels are also conducting certain business activities too by the help of these platforms. Hotels
now have a significant linkage with different web developers or social media staff to maintain its
accounts in this way hotels are providing indirect employment as well.

Social media acts as a bridge of connectivity and accessibility for its partners and
sponsors. They can easily approach and analyze the success and likability of the hotel through its
followers on social media (Högberg and Olsson, 2018). These platforms have introduced a large
option for creating new diversified business activities and arranging related resources in case of
crises, company's' acquisition or restructuring. For hotel Mad Hatter, social media has delivered
it an option to recreate its advertising strategies depending upon the stratified customers'
demography. This strategy had been developed by hotel after assessing the increasing use of
different social media platforms. Hospitality industries had begun to use the social media or
digital platform for its marketing from last 10-12 years. This involvement of digital media in
business have transformed marketing activities to a higher extent. Along with creating large pool
of customers, the hotels may use Facebook or Instagram or various media for socialization for
retention. Large of followers or liker on social media deliver a positive impact on its market
image as well as it influences the existing working staffs' motivation, loyalty and interest towards
the hotels.
As mentioned in the above content, social media marketing strategies are opted by hotels
to reduce the labor cost that were incurred during the use of traditional marketing methods. In
past years, hospitality industries were deprived of options for advertisement. It was mostly
dependent on magazines, TV advertisements, Billboards, Hoardings, Pamphlets and different
multimedia options for marketing (Misirlis and Vlachopoulou, 2018). Now these options have
increased to smart, accessible and approachable modes of receiving polarity that have
comparatively longer impact than that of traditional marketing strategies. For hotel Mad Hatter,
its marketing strategies have been up scaled by the inclusion of social media platforms.
Apart from this, the success of social media strategies were dependent upon the
awareness that public were having regarding its usage. At present the number of social media
users in 2019 raised up to 2.77 billion. Few years ago, hotels were undergoing for social media
marketing but due to lack of awareness among public and customers related to its operations and
advantages the marketing strategies were slightly ineffective (Oshins and Brown, 2018). Now the
users have become empowered and understood the advantages and aspects of social media, it has
become effective to adopt social media strategies for marketing purposes in hospitality
industries.

Social media strategy has been proved effective not only in terms of marketing but also in
terms of economy of the country. Through social media tactics, hospitality industries attracts the
customers of other countries hence, raising the economy of that particular country (Högberg and
Olsson, 2018). Apart from this, through socialization from advanced media tools, Hospitality
industries are continuously building external connections with suppliers and traders of various
parts of world. This connectivity from suppliers, retailers of different countries helps in
generating the revenue.
Hotel Mad Hatter had implied various multimedia marketing campaigns to increase its
brand value in market and to approach different partners with strategic reach. It is highly active
on platforms like TripAdvisor to increase customers' engagement, brand awareness and tracking
on competitors' activities as well.
With so many advantages of digital marketing strategies, hospitality industries are
continuously becoming highly advanced in selecting social media platform. The inclusion of
social media by hotels have improved its sustainability and credibility of services. Mad Hatter
hotel posts its events or campaigns updates on social media that instigate event's participants to
enjoy its services (Ramos, Sousa and Casado-Molina, 2018). The posts on social media related to
community development are receiving high interests from audience, it will reflect the brand
sensitivity towards social issues and simultaneously increases brand awareness within customers
worldwide.
With modernization, social media's features are also upgrading by time. Hotels are now
developing significant IT technology system to perform related marketing functions with
accuracy and innovation. The selected industry have utmost reliable and advanced media agency
to perform and execute various marketing strategies with the help of social media sources. This
social media marketing has raised the popularity of hotel but it has also raised its installation and
maintenance costs. Though the labor costs have been saved but funds and costs are continuously
incurred in recruiting or outsourcing social media advertisement agencies for marketing. On the
contrary, a fact that is non negligible is that hotels or any hospitality industries receives high
Returns on investments through social media marketing strategies (Trpkovski and et.al., 2018).
To reduce the labor costs incurred for implementing digital marketing strategies, it is important
to deliver and proper continuous training to marketing management department of hotel

regarding the same. As a result, the services need not to be outsourced which saves the cost and
capitals of hotels.
NEW SOCIAL MEDIA STRATEGY
Hospitality industries may undergo for various options available for social media
marketing strategies. Hotels can now opt for feasible social media platform according to the
resources available. It can alter or switch its digital media marketing planning according to its
customers and location. For example, hotels whose customers are mainly businessmen may
undergo for some professionalized way of marketing with the help of webpages, Facebook
official accounts and with the help of Google Plus. Sharing videos on YouTube may be another
effective option to receive high amount of interests from existing and potential customers (Moro
and Rita, 2018). As far as the marketing strategies of Mad Hatter hotel through social media is
concerned, it may opt for some innovative social media tool to target its guests. Digital media
platforms like Instagram and Pinterest are more pictures oriented platforms that have limited
options to post written content. Hotels may use these two platforms to attract customers by
posting beautifully captured pictures with attractive captions. Applications like Facebook and
YouTube can be opt to display and post large amount of contents regarding hotels' services.
Hotels may use International social media application to reach worldwide customers.
Like for hotels in US, social media strategies must be based upon Snap chat as it is the most
popular application used by citizens. Using media for marketing strategies, its maintenance also
be considered. Marketing team of hotels must revert the replies and feedback they are receiving
from customers. It is one of the strategic policy that can be maintained while adopting social
media strategies (Litvin, Goldsmith and Pan, 2018). Through advanced Facebook advertisement
features like “Boost now” option will provide considerable bulk of audiences or viewers.
Hospitality business may use more advanced features of social media which is extremely
impactful and attractive. The IGTV feature of Instagram can be used by hotels to post longer
videos and content by adding and filtering posted contents with Instagram's emojis (Ladsawut
and Nunkoo, 2018). This feature saves the cost of hotel that may incurred in shooting a separate
video clip for marketing purpose, hotel staff or management team can easily perform this task
directly by their mobile phones.
Some other tactics that can be adopted by Mad Hatter hotel with involvement of social
media strategies are- officially asking the visitors for any of their social media account through

feedback and tagging them some complementary notes after their stay is over. It may increase
the chances of re selecting the hotel and portray its responsive image to customers. A hall of
fame and its regular posting on social media applications can also be one of the strategies that
can be adopted by hotel staff (Kang, 2018). Interaction of hotel with its customers can be
effectively developed by social media applications. Hotels can develop advertisements and
customers reviews and post it on social media with a proper consent with involved customer
present high quality of customers' experiences. Along with it, the Mad Hatter hotel includes
various social media marketing policies to its management system to strengthen the strategies
performances and effectiveness. Some indirect measures that can also be taken by Mad Hatter
hotel to enhance its social media marketing strategies. The selected hotel can extend and improve
its business relations with media agencies and other related critics visited to hostels for enjoying
its services. This positive relations with media marketing bodies will indirectly impart positive
impact on social media reputation cultivated by the hotel. Similarly, hotels may opt for
Ephemeral contents marketing to engage large amount of customers (Serafim, Stangarlin‐Fiori
and Hecktheuer, 2018). Great connections and relations with influences of social media by hotel
staff increases its social media marketing experiences. Mad Hatter may select a creative team of
Facebook content strategists or outsource it for standardized delivery of content on social media.
Hotels may assess the usage of different applications depending upon countries'
preferences. For instance, it may undergo for analyzing different applications used by local and
international customers. Reddit can also be used and manged by Mad Hatters after analyzing the
number of users of application in its nearby areas. “Go live” option is a trendy feature introduced
by Instagram can be used by Mad Hatter for displaying its live status to world (Sigala, 2018). For
instance, it may go live show the preparations of tempting dishes serving in its premises as well
as it can also become highly accessible by posting live status of preparing for any grand event
and similar things.
With the help of application like Pinterest, Mad Hatter hotel may attract the customers
belonging to fashion, designing and different artistic backgrounds or fields. The Hotel Mad
Hatter can name any of its service after the name of any popular social media influencer or any
celebrity and can post it directly in a sophisticated way (Macarthy, 2018). This will not only
increase public's traffic on website but also increase the sales. The only thing that need to

consider is, the post should have acceptable content and should not offend the celebrity as well
his or her fans.
Apart from adopting new strategies for social media marketing, the strategists or team of
hotel ensure that the content must be free from any offensive or discriminating contents based on
caste, religion, creed and other sensitive issues (Starks and Carroll, 2018). Before adopting any
social media marketing strategies, hotels must design appropriate system of designing its content
in a specific pattern. There should be the usage of convivial, joyful and motivation hashtags to
attract large pools customers continuously enjoying social media platforms.
User generated post are highly being used by each and every company within hospitality
industry. This strategy can be included by Mad Hatter hotel in its social media strategy. The
hotel may re-post the content of its customers on social media by reverting them with beautiful
captions or thank note (Moro and Rita, 2018). This strategy will hike hotel's popularity within its
customers as well as will create large pool of potential customers as well.
All the upcoming social media strategies may deliver high range of advantages to hotel
Mad Hatter. Hotel's marketing management team must adopt such advanced features on social
media platforms that are continuously being used and enjoyed by public. This digital media
strategies will definitely deliver it high competitive advantages and various options for
revitalization marketing functions.
CONCLUSION
The above report has summarized that every business sector have now evolved and
developed new trends of marketing strategies with the help of social media. These media tools
have proved to be effective in the sector of hospitality industries. The report has focused on the
fact that social media strategies can be altered easily and it is highly accessible by nature.
Hospitality industries has overcome the barriers of distances and locations for marketing its
services. It has been successfully derived various innovative platform to utilized digital media for
accomplishing its marketing functions.
Along with it, the study has described the fact that included hotel may undergo for a new
social media strategy. Apart from attracting customers by posting different pictures, it may
encourage visited customers to post pictures more in friendly ways. The report has shown that
Mad Hatter hotel have cultivated its marketing strategies and may undergo an approach of
sharing user generated post on social media to attract their and mutual followers' interests.

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