Analysis of Social Media Impact on Hospitality Industry

The provided document is a detailed analysis of social media's influence on the hospitality industry. It examines how customers utilize social media for travel-related purposes and how hotels can leverage this platform to enhance their services. The assignment includes references from various research papers and journals, offering insights into the critical factors of information system implementation in the hospitality sector.

E-Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................3
CASE STUDY.................................................................................................................................6
DISCUSSION..................................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
E-Tourism is referred as the application of Information Technology and E-commerce
within traveling and tourism industry. This will help in analyzing respective economic process
and market structure in order to build relationship with customer. It is also known as E-Travel
that allows the all the hospitality and tourism industries in expanding their activities via social
media or internet. This Research will be based on the case study of the Webb Hotels and Travel
Ltd so the managers are expanding the business activities in order to engage large number of
people towards this type of hospitality services. This hotel collection is a chain of boutique hotels
which generally offers accommodations and hotel food facilities. This hotel also allows its guests
to personalize their stay before arriving and also provides various customized services according
to the requirement of guests. Also, Webb Travel and hotel Ltd company will be developing a
recommendation and decision support system which allow the company top perform automated
tasks and this helps in improving the communication between the employees. Online and social
media presence of an organization will help tourism and hospitality corporations in achieving
higher profitability in business.
The Potential influence of the Social media on tourism and hospitality industry will
attract considerable interest of the large number of people across the world. For tourism business,
the internet and various advanced applications offers the potential to make information available
for large number of people. An increasing proportion of internet users are buying on-line so this
will help Webb Hotels and Travel agency to explore online commerce market. Also, The
research will help in development of mobile technology within Webb Hotels and Travel Ltd in
UK which improves the communication within the staff members and thus result in efficient
Productivity.
LITERATURE REVIEW
According to Zhang, Abound Omran and Cobanoglu (2017) Social media strategy is
developed in order to expand the business activities which result in increased communication
with buyers in order to achieve the main objectives of the enterprise. According to the report,
Traveling and hospitality industries mostly deals with the services to the people so they need to
built a strong relationship with consumers in order to understand the needs and requirements of
customer. As per scenario, Hospitality industries have to establish a strong social media presence
in order to interact with large number of buyers. Also, the hospitality industries have to discover

various tour and traveling destinations in order to provide different traveling experiences to
customers. According to Ku and Chen, (2015) social media help Hospitality industries in
exploring their services to large number of people via internet and social networking sites. Also,
people can easily approach to the web page of the specific hospitality industry in case if
consumer want to solve the queries regarding the services provided. Evolution of the new
technology based strategies helps the business in earning more profitability and also helps to
build the strong relationship with large number of consumers from different regions.
According to the study, the present Deals with the goods and services of Webb hotels and
Travel Ltd, the manager are operating the business at small scale. So small operators are
generally dependent on the conditions that are stated by the large hospitality organizations. More
then 85 percent of all tourism businesses are directly or indirectly dependent on the expenditure
of the visitors are SME's around the world. In general, small and medium enterprise are more
vulnerable to failure, specifically in their early days of operation. So this hotel often gets too
small opportunities for the future growth and development. Recently the company is using
traditional approach in which this hotel is adopting all the traditional methods of marketing their
products and services. So the managers cannot access the market directly and therefore it reduces
the number of people who buys the services.
As per the current social media strategy of the hotel industry, company cannot be able
to communicate with the customers in order to take feedback and reviews about the goods and
services.. Earlier, social media was used for marketing and advertising of the goods and services
(Gretzel and et.al., 2017). This traditional method was generally cost consuming and also less
effective as compared other offline strategies. Generally business uses Television, radio and
newspaper to market their goods and services. So targeted audience cannot be justified in order
to meet the desired outcome for the company. Employees of the hotel even cannot manage to
take the bookings properly so in order to address these problems, Webb hotel and traveling
company is adopting new technology. industry need to evaluate tourism and hotel web sites in
the form of travel recommendation system and decision support system. This recommend system
will allow the organization to perform various automated activities and this also support the
efficient and effective functioning of the operations. Development the relationship between
advanced technology and travel and hospitality industry will promote the future potential
development in this area. Social media is used to engage the customers and clients towards

buying a product. Introduction of this new recommend system will assist manager of the
Hospitality industry to deal with large number of people online. Social media consists of various
new applications that enhance huge opportunities for the company in order to establish online
presence of the firm. Also, the company have to establish decision support system that will
engage the technology towards taking the correct decisions regarding the strategies of the
company in order to achieve the main objectives of the firm.
According to WTO, the internet is revolutionizing the distribution of tourism information
and sales of the company (Öz, 2015). Not wanting to underestimate the importance of studies
dealing with the reason for the consequences and ways of using internet technologies in tourism
companies. In order to improve the present strategies, the author focused on one important areas
such as e-business diffusion in the form of social media marketing into travel and hospitality
industries. E-business adoption and diffusion is depends on reliable and high quality IT
infrastructure within hospitality and travel agency. For example, companies cannot count the
online presence of the people if the company is unable to provide the necessary technologies and
preconditions for the training of employees and inter-agency integration. According to the recent
study of Webb Hotels and Travel Ltd, small medium tourism enterprises have large strategic
disadvantage in various area of the business functions. The SME's creates a special condition,
that can be referred to as resource poverty which distinguishes them from their larger
counterparts and also require different management approaches. More specifically, SMEs are
rarely adopting quality management principles and also refuses to employ the quality process
optimization procedure. So social media plays an important role in engaging large number of
people towards hospitality as well as tourism industries. So the company is recently not using the
effective technology within the business in order to promote the effective communication
between all the staff members. As, result this advances the better customer relationship within
Webb Hotels and travel Ltd. In order to improve the better customer relations, company need to
establish mobile technology within business. This technology allows the all the staff members to
communicate properly thus better communication helps in delivering the quality based services
to the customers.
Current social media strategy within the hotel is lacking in customer satisfaction and also
the company was not able to take the proper reviews from the audience. Also, The development
of social media helps in increasing the number of visitors within the hotel. According to the

present status of the company, managers are using the traditional way of attracting people
towards the travel and hospitality industry. E-mails and phones to the customer need to
eliminated by the social media promotions where large number of users are connected. This
helps the company in exploring more (Dzhandzhugazova And et.al., 2016). This old technology
need to be completely eliminated from the business in order to strengthen the profitability of
Webb Hotels and travel Ltd. Entertaining new technology in the form of mobile application
will help the firm in easily operating the social media web sites. Mobile applications consists of
user friendly interface which allows employees of the hospitality industry to easily take the
orders and provide such services. Fostering of mobile applications helps in providing the easy
notification to the company staff members which helps them to identify the customer queries.
Online services also endeavors traveling and hospitality industry to improve the services and also
identify the needs and requirements of customer.
In addition to this, social media has encouraged the people towards the luxury of the hotel
by continuously posting the photographs which attract large number of users who are actively
participated in the social media accounts.
CASE STUDY
This study reflects the significance of social media and mobile technology within Web
hotel and travel Ltd company. It is a Small medium enterprise who have adopted traditional
methods of promoting the services of the industry. So in order to develop new methods to
promote the services of hospitality and traveling company. Various strategies are established that
allows the origination to achieve efficient response of the customers and also increase the sales
of the company. Adopting the advances of technology aids the abilities to provide the better
quality of services to the people (Tom Dieck And et.al., 2017). Through the investment in the
information technology and good use of online marketing will help in attracting large number of
people towards the products and services of Webb Hotel and Travel industry.
The case study of Webb Hotel and travel company to promote social media technology
within the business helps in sustainability and growth of the firm. Entertaining the mobile
technology within business will allow the people to easily access the information of the
company. This results in huge customer response and hence this helps inincr easing the customer
relationship of the company. Implementation of this new strategy will improve better
communication and hence this will also encourage the better relationship of the employees

within the company. Social media helps in taking timely feedback and reviews from the
customer. This encourages hospitality industry in determining the customer satisfaction level.
Social media and mobile strategy helps the company in updating the trend of the market and
which result in improved services. Technological advancement helps in promoting e-tourism
within and helps the company in gaining the popularity which ultimately helps in increasing the
profitability of the firm.
Rapid growth of web and its applications has created a colossal importance for Webb
Hotel service to introduce the Recommendation system. This system was designed to generate
the suggestions such as items or services based on the interests of the user. This system will
integrate the powerful data management system technique that addresses such issues in which
the recommendation quality can be increased significantly (Tussyadiah and Inversini, 2015).
Recent research on introduction of Recommendation system helps in prediction and also help in
improved accuracy. This paper expresses views on social network data based Recommendation
system by considering various algorithms and functionalities of system. Various interfaces,
filtering techniques and artificial technique are also considered while developing a new
technology based strategy within Webb Travel and hotel industry.
Additional improvements experienced by the Webb Hotel and travel Agency are:
Quality: Advanced technology helps in delivering the quality based services to the people. This
helps in building a strong relationship with the customer and also customers attracts towards the
Webb Hotel services. Customer satisfaction helps in increasing the reputation and good image of
the enterprise. This ultimately helps the SME to posses a sustainable growth that enable the
organization to survive in this competitive world.
Cost effectiveness: This is the ability to achieve the cost effectiveness in order to set the
competitive prices of products and services. It helps in reducing the cost of production and result
in huge profitability. Webb Hotel and travel agency will be able to save it cost and therefore it
will provide its effective efforts towards the customer satisfaction.
Organicity: social media and mobile technology will turn the positive environment of the
business as it promotes communication within the company (Kandampully, Bilgihan and Zhang,
2016). This results in flexible and organic structure of the organization. Promoting such
strategies within the business helps in achieving the higher speed of production and
responsiveness.

Best practices approach to Human Resource management: As Small medium size enterprises
in tourism and hospitality sector generally faces various challenges. One of the common problem
faced by the Webb Hotel and traveling agency is human resource management of the company.
So Information technology promotes better human resource approach of the management. His
strategy of changing the traditional marketing method of the company by new technology based
strategy also helps in developing updated knowledge and skills of the people.
Implementation of the new social media strategy:
1. Verify the Facebook page: FB enables the one of the important option to the all those
users who creates the business account of the page. This page allows the users to count
the number of check-ins in hotel and thus it helps in determining the Number of visitors
in the hotel and also helps in determining the number of followers. This is just another
opportunity in the technological world which provides the automated code in which
customers can submit a utility bill that represents the business and allows the automated
answering line for the phones. This strategy encourages engagement, assert, credibility
and ensures that the page of Webb Hotel is seen by the customer.
2. Drive constant Traffic with a click to website ad: This is one of the essential part as it
derives the consistent traffic of a specific brand on a website. This helps in easily
targeting the specific audience and enjoys such hospitality services. This helps in
increasing the visibility helps in promoting the goods and services of the Webb Hotel and
Travel agency.
3. Reply Back to Negative and positive reviews: Responding to the reviews of the
customer helps in determining the perceptions of the people regarding the industry and
allows the company to improve the services according to the requirement of customer
(Murphy and et.al., 2018). Replying to every review may sound daunting and
unprofessional so in order to respond the reviews of the people three steps need to be
properly followed. First is Apologizing for such negative comments that cannot ,meets
the expectations of the customer. Second respond may consists of the concern about the
policy or warranty of services then such things need to be quickly addressed and
resolved. Also, if the issue cannot be resolved from the online responses then asking the
people to share contact for effective response. This strategy helps in influencing the
positive impact of Webb Hotel and travel industry.

4. Post Fresh content in unique way: Posting the images and content on the social
networking sites continuously creates the good impression on the targeted audience. This
costs few dollars but company can be able to enjoy the post on the web page for several
days which encourage customers to approach and visit the organization.
5. Stay active and post consistent Updates, promote at-least one post within a week on
Instagram and Facebook. Post regularly in order to remain in touch with the choices of
people.
6. Implementation of the mobile technology enable the employees to timely track the
bookings and update other employees regarding the booking details of the client. It helps
in promoting effective communication between staff members.
Adaptive tourist recommendation system within Webb Travel and Hotel company
 Current system provides recommendations based on travelers needs and interest
(Semeradova and Vávrová, 2016). So their devices such as mobile, PC, PDA propose
various solutions according to the interests of the people.
 This system also allow the user to select different traveling components such as hotel,
events, attractions etc.
 In addition, this system is a kind of interactive system which help the people that
encourage users to buy services offered by the company.
 Implementation of this system will also help the company in developing new marketing
strategy which helps in increasing the sales of the Webb travel and hotel Ltd.
 Enforcement of this system within the company will allow employees to effectively
manage business operations. It also encourages the employees to interact effectively and
produce the efficient output.
DISCUSSION
From the above study, it has been found that online presence of the traveling and
hospitality industry leads towards the positive impacts on the sustainability of the Webb travel
and hotel industry. Above mentioned social media strategy will derive the performance of the
company and helps in achieving huge profitability (Kateb and et.al., 2015). Various themes are
been focused in the document in order to entertain the technology based strategies for the
successful development of hotel. Finally, conference was set up where all IT department
members were involved. They were asked for the development of company's official websites.

Official web page of the company will consist of all the information regarding the facilities along
with the views on the traveling experiences of the previous clients. Website designing and home
page of the website need to be highly impressive. In order to expand the business activities of the
Webb hotel and travel Ltd.
Theme: 1 Development of the mobile technology within the business to promote better
communication.
Mobile technology within the Webb hotel and travel company promotes clarity in
conversation. Also, this helps in encouraging the better customer relationship within business.
Customer care services. Clearly, mobile technology powered by internet helps in operating the
mobile friendly websites and applications thus provides easy accessibility to reach customers.
This technology also helps the company in identifying various trend predictions related to
behavior of customer. It also encourages long term relationship and connects the hotel with
customers. As the hospitality industry is meant for providing services so technology sets new
parameters for service industry by creating personalized seamless experience for clients.
Mobile applications are actually the great way to ensure a quick bookings and also keep
the customer updated about events, offers via app notifications (Esparza-Aguilar, García-Pérez-
de-Lema and Duréndez, 2016). Application of the technology within traveling company
empowers them to market their property as well as their amenities to huge audience in a unique
and engaging ways.
Theme: 2 New social media technology engage large number of people to ensure higher
profitability within tourism and hospitality industry.
Social media advertising or social media targeting are various different type of
advertisement served to users in the form of social media platforms. In many cases, when target
market aligns with the user demographics of a social platform that result in huge increase in
conversions sales with lower sales of acquisition. Entertaining new social media technology
within Webb hotel and travel Ltd. Helps the company in increasing the sales of the business.
Nowadays, almost all the population of the country is attracted towards different channels of
social media. So this is can be termed as one of the best platform which quickly attract large
number of masses towards the hotel and traveling facilities. All the social media applications
allows the company to get quick reviews and feedback regarding the services provided by the
company.

Benefits of enforcing advertising through social media channels:
 Social media advertising will promote consistent sales coming in from the very first day
of hosting the website live.
 E-tourism sites will also advance the consistent abilities to bring in new customer is a
huge deal. Various social media platforms that allows communication with large number
of customer are as follows: Facebook, Linkedin, Twitter, Snap-chat, Instagram etc.
Theme: 3 Development of recommendation system and decision support system in order to
perform automated tasks.
Evolution of recommendation system will allow the company to identify large number of
traveling destinations (Bavik, 2016). It will help in assessing the trendy and popular places of the
world which may help the people in exploring their traveling experiences at new places across
the world. Also, this system will recommend various ways to improve the profitability of the
firm. Decision support system consists of various automated features that allows the managers to
take the decisions regarding the expansion of the business.
Recommendation system and adaptive system have been introduced in travel application
that supports the travelers in decision making process. Also this system will respond towards the
unexpected changes occur during the traveling. This software also analyses the needs, tastes and
preferences of the customer before, during and after the travel. Moreover, this application allows
Webb Hotel and traveling company to gather all the information about the accommodations,
flights, cities, activities and destination through the different sources. Meanwhile, this system
also renders personalized information. However, current tourist system are not able to collect all
the information regarding the travelers and different traveling products. Such products include
main destination, traveling budget, length of travel, accommodation, transportation and
restaurant. Also, existing strategy of Webb Travel and Hotel company do not support
customization. So to address these problems and issues of the previous system within the
company, new social media strategy have advanced adaptive tourist recommendation system.
Plan to use the social platforms to promote the brand and its services.
Step:1 Audit of current social media approach
To formulate the social media, recommendation and decision support system strategy
company have to assess the current status of the business in terms of online presence of the
Webb travel and hospitality enterprise. It helps in determining the popular social media website

used by most of the customers. Also, this helps in assessing the most trendy and customer
acceptable innovative idea. It is also helps in determining the status of the website which is
related with the number of decreased and increased followings on the official web page of the
company. Auditing of the current social media approach enhance the number of followers in the
form of attractive advertisement of the company.
Step:2 examining the customer base
To enhance the marketing of the hospitality and traveling industry, company have to
understand the targeted audience. Social media also encourages marketers in collecting the
information and data on a regular basis. Also, company can determine the actual subscribers and
views of the company portfolio (Bavik, 2016). This step allow company managers to conduct
data and survey using behavioral information and progressive profiling of the customer. Once, if
the audience is clearly defined then it helps in configuring about social platforms such customer
uses.
Step: 3 understanding the social media platform used by customer.
It is very important to understand that which social media sites is used by the targeted
audience. So this allows the company to pick the social platform which align with the
demographics of chosen customer base. As Facebook generally consists of all those users which
belongs to all the age groups. Instagram is generally preferred by collage educated women and
also teenage group basically 18 to 29 years old people. Pinterest is most popular among women
under the age of 18 to 49 years. Popularity of this social media platform generally varies
according to age education and income of the people. Twitter is largely popular among all
business class people who makes the income of $75000.
Step:4 Stating a measurable goals
Measuring the social media strategy allows the business to measure the success in terms
of profitability and growth. As a part of the social media strategy manager of the Webb Travel
and Hospitality industry have to assess the performance of the business that weather the strategy
is meeting the main objectives or not. Assessing the performance of the organization is called as
KPI's (Key performance Indicator). It helps in analyzing the conversation rates, number of
followers, overall reach, brand mentions, total shares, impressions and comments and
engagement of the people.
Step: 5 providing goods and services according to the needs and requirements of consumer

It helps in determining the needs and requirements of the people. Info-graphics is one of
the most highly shared piece of content that allows addressing the marketing trend and
requirement of the consumer. Content is the article that evokes a happy emotion like joy or
amusement which fares better than the content that generate anger or sadness.
Step: 6 Use of technology based tools to measure the performance
Tools play the important part in accomplishing the strategy of the business. Many
marketers such mainly rush towards the latest applications so companies generally caught up in
scheduling tweets but they forget that tools are actually meant to support overall social media
plan (Gretzel and et.al., 2017). In addition to this, tools might include list of content that allows
various aspects such as designing, interface and all such areas that attract large number of
people.
Step: 7 Monitoring the activities
Once the company had posted the live content on social media then it need to be timely
monitored and supervised. Company have to learn to handle the social networking sites in order
to provide updated information regarding the goods and services to customer.
CONCLUSION
From the above study, it has been concluded that Technology has advanced various ways
to expand the business operations. Social networking strategy is now becomes popular in the
hospitality and tourism industry. It has been also described that Hospitality industries generally
use this social media platforms in order to promote the communication between customers. It has
also been analyzed social media engage large number of customers towards goods and services
of Webb Travel and Hotel industry. Social media existence of the Hospitality industry
contributes towards the sustainable development of the firm. This project has discussed that
Introduction of the Integration of Information technology within tourism and hospitality industry
has opened various new ideas for the business in order expand their business across the world.
The study has provided drawbacks of the traditional marketing system of Webb Hotel and
traveling industry. In order to resolve and address such problems of old technology within Hotel,
manager have adopted a new technology. Establishment of Mobile technology and new
recommendation system helps in engaging large number of people towards the services and
products provided by this industry. As per the above discussion of Decision support system and

recommendation system provides the opportunities for the company to connect with their
consumers and employees in a quick and a efficient way.
In addition to this, it has been also described that today almost all the people across the
world is involved in different social platforms such as Facebook, Twitter, Instagram etc. so the
company can easily target customers and attract them towards their innovative services. This
report also assist the readers in making a clear understanding about the development of
Recommendation system and Decision support system. This system allows the employees and
managers to make efficient decisions regarding increased profitability of the firm. Lastly, it has
been analyzed that social media and mobile technology helps the users in providing the feedback
and reviews of consumer's experiences with this organization. Company's official website can
allow customer to assess the information about the facilities and services offered by the travel
and Hospitality company.

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