E-Tourism: A Literature Review

E-Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature review..............................................................................................................................1
Overview of social media............................................................................................................1
Hospitality business with social media presence.........................................................................2
Current strategies.........................................................................................................................3
Findings...........................................................................................................................................5
Discussion........................................................................................................................................6
New Social Media strategy..............................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
E-tourism can be defined as to investigate, plan, execute and apply e-commerce solutions
in Travel & tourism industry. Therefore, it enables to provide tourism destination. Hospitality
sector is wide category of fields within facilities industry that includes food and drink services,
theme parks, travelling, lodging, event planning and cruise line. Since for so long hospitality
businesses serves their best services or products to customers.
With the help of social media marketing and mobile technique hotels and resorts
advertise their facilities or goods which help to grab the attention of potential people. Social
media is set of applications and websites that enables people or users to share and create content
in social networking sites. It is one of the best source to communicate with other people far away
from one nation to another country. It is an interactive computer mediated technology that help
for sharing and creation of ideas, information and career interests.
Social media facilitates transferring data through building of practical communities and
networks. The present report is based on Qbic hotel in UK and its social media presence. It
explains organization presence on social media and its current strategy related to the same.
Furthermore, in this report Literature review justifies depth information about new social media
strategy of company and clarifies benefits of it for both business and customers.
Literature review
Overview of social media
As according, Leung, (2017) Social media define as the second generation of web design
and developed technology, that purpose is to facilitate communication, interoperability, secures
information transferring and collaboration on (WWW) World Wide Web. Facebook, Twitter,
LinkedIn are one of the best and most popular social media sites that connect person or group of
people together.
In modern marketing world hospitality businesses used social media marketing and
consider it as the best source of promoting products or services in marketplace. Qbic hotel run
their small and medium size business in UK with its social media presence. Company operate
their everyday operations effectively and promote its facilities with the help of social media
platforms and various sites that help to gain profit and increase customer base. All the sites is
detected as better tools for creating online communities of people who share activities, interests
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and objectives. Internet allow organizations and individuals to overcome time constraints which
in turn permit companies and customers to connect all around the world at any time.
Discussed by Xiang, (2017) Social media in current modern world becomes more popular
marketing channel or tool, especially with hospitality industry and tourism sector. The customers
of today wants to find easy accessible details about accommodation alternatives, destinations,
hotels, resorts and other services using social media and internet. Therefore, hospitality business
need to be present on social media sites in order to serve its consumers with current information.
Qbic hotel presence in social media garb people attention in which they provide discounts and
other offer in reasonable prices.
As per the Kim, (2016) social media is used by hospitality business or Qbic hotel as it is
very beneficial for business growth and success in marketplace. Social media help to build
credible reputation of company and also build brand awareness which is effective for business.
Through creating online presence hospitality business can be able to gain revenue and attract
people more the before. Discussed by Sotiriadis, (2017) social media contribute to grab the
attention of potential customers and retain existence ones that help to increase profitability and
productivity. They will be able to serve its best and better than competitors in marketplace with
the help of social media marketing and sustain for longer time period. Hospitality business or
hotels make the best use of social media, digital channel communication encourage transparency
in acquiring customers response on the ongoing basis and support to tackle them effectively.
When Qbic hotel use social media platform they can readily retain and engage with clients. In
hotel it is very vital for business success and market growth in UK. It provides company change
to create or build strong relationships with guest, strengthen firm's online repute and create SEO.
Due to technology changes and advancement in it hospitality business used at large level that is
essential and profitable. Most of the people appreciated benefits and advantages of using social
media for number of business purpose. Bilgihan, (2015) elucidated that social media marketing
bring many advantages for company that help to expand their small size business at large level
where they have large customers base and enable to build high reputation.
Hospitality business with social media presence
As per view of Ladkin, (2016) Social media has affected hospitality business the most as
both positive or negative side, it also impacts on their operational efficiency and business
strategies. Social media is beneficial for business as well as customers. It effects on their daily
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activities and other functions such as marketing, financial and HRM. Most of the hotels in UK
dependent on word of mouth promotion. Qbic hotel is one of the company working under
hospitality sector they also used social media marketing and platform to promote products and
attract people more and more rather than before. In recent time people are using social media the
most and spend their time whether they are at home or work on internet. Gathering information
is the main reason behind people drives and use internet or social media. As it help to collect
data or details about specific topic and provide relevant information that is effective and
beneficial for customers. Social media impact on company market reputation and make them
popular across the world.
Yazdanifard, (2014) Statue that social media is become broad platform to advertise
hospitality business for example Qbic hotel. It put positive effect on company and maximize
their profit margin and financial position in business.
Current strategies
Social media directly and indirectly affects the hotel industry. Therefore, advertising,
marketing, selling and easy access to reach customer helps to streamline the operational
functions of small medium enterprise. As per the view of Michopoulou and Moisa, (2019) stated
that social media aids hotel the chance to build guest relationship and to strengthen the online
reputation of enterprise. Therefore, tourism and hospitality business attraction management,
conventional planning, food service and event planning etc. Tourism is the key drive of the
global economy. According to the view of Aydin, (2019) stated that technical advancement
changing in the hospitality industry in rapid manner. Social media provides the hostel the chance
to build better and attractive guest relationship, strengthen the hotel online reputation and also
create the better image within the market.
In contrary to Gil-Soto and et.al., (2019) stated that future of tourism industry will be
impacted by the social, economic, environmental and technological changes that brings wide
threats and opportunities. Henceforth, social media marketing is one of the powerful tool that
aids to boost brand awareness and also allows to convert the bookings. Social media is the
platform that aids to promote the offers and it is one of the informative tool that categorised as
one-way communication. This working can help to strengthen the customer engagement.
Therefore, customer service plays crucial role in the progress of the hotel as these aids to
encourage and discuss the issues with social platforms. Hence, social media marketing plays
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crucial role in order to get reach to the potential customers. Thus, technical advancement plays
crucial role in order to have reduction in cost, reduction in operational efficiency, better customer
experience and improve services. To build the effective social media platform the entity can able
to undertake their operation in systematic mode. This is the effective as it leads to have more
customers, traffic and engagement.
An effective strategy leads to carry out the business activities effectively and efficiently.
This is very helpful for the organisation to put their major focus over competitors, market size,
customers and market growth. With help of adding social media to the marketing strategy can
aids to reach hotel new heights. Therefore, Mavragani, Nikolaidou and Theodoraki, (2019)
stated that traditional marketing strategy termed out as promotion, advertising and campaign that
has the proven success rate and these also supports to gain competitive advantage within the
marketplace. In this, it can be stated that traditional marketing defined as promotion,
advertising, distribution and merchandising etc. According to the view of Presenza, Petruzzelli
and Natalicchio, (2019) stated that main purpose of marketing plan is to set the enterprise
specific actions that aids to carry out business activities effectively.
In order to carry out the hospitality business effectively, the communication is attractive
key to have long lasting and effective relationship. This is one of the attractive tool that aids to
improve overtime, constant training and interaction among the staff. In contrary to Pino and
et.al., (2019) stated that hotel marketing aids to encompass and develop the market campaigns to
optimize potential customer within the market. Therefore, advertisement, pamphlets and banners
are the old method to promote the working of the enterprise. Hence, it is defined as tool that firm
uses to make search engine effective and to create better brand image within the market.
Therefore, marketing is term that aids to enhance the current offering, extending and logical step.
E-tourism allows business to express needs and enhances the number of commercial market,
reduces the cost and enhances the competition among the market. Henceforth, internet aids to
analyse, design and implement effective customer relationship management. This is the effective
term that aids to provide direct access to end customers. In contrary to Dolasinski, Roberts and
Zheng, (2019) stated out that elegant strategy for attracting the customers is to do promotional
activities so that customer can get aware about the product and services. Henceforth, it can be
stated that good customer relationship is very crucial with terms to ensure repeat business and
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also aids to identify the ways to maintain the relationship by conducting the programmes as
customer loyalty.
As per the view of Dixit, Lee and Loo, (2019) stated that marketing is tool that plays the
strategic role in order to building a brand, alluring new buyers and to maintain the loyalty of the
customers. Effective technical trends affect the operational function of the enterprise and this
aids to build brand reputation. E- tourism allows consumer to express their, increases the need
and number of commercial market. Henceforth, effective branding aids to create the competitive
advantage and enhance popularity and fame in the eyes of customers. Additionally, Kim and
et.al., (2019) stated that hospitality generates high revenue for the local economies and that
stimulate building job and opportunities for the people. In contrary to Usman and Okafor, (2019)
stated that social media strategy accelerates the growth and development of the individual
nations and in world as a whole. As per the view of Pourkhani and et.al., (2019) stated that the
purpose of hospitality industry is to serve the guest profitability in order to delivering the lasting
experiences. Hence, various tools aids to develop the quality services and enhance the working
of the tourism industry as per the set standards. Additionally, Högberg and Willermark, (2019)
stated that hospitality industry is mainly dependent over word of mouth and good reviews from
loyal guest are required to be conducted with help of natural marketing and branding tool. Social
media marketing has wide impact on the working of the enterprise. It is crucial to understand the
hospitality industry to respond message with certain amount of the time. Communication is the
term that plays greater role in order to connect with the people. Therefore, social media strategies
as Twitter, Facebook, Instagram all have massive influence over the perception of the certain
hotel. Hence, it can be stated the concept of social media in the hospitality industry must be
taken into the consideration so that the activities can be conducted in better and attractive
manner. In the current scenario, the use of social media platforms has become the widespread
and online approach of firm creates the long-lasting impression in the mind of customers.
Findings
The hospitality industry needs to adapt innovation so that effective growth can be sustained for
longer period. Hence, Qbic hotel has faced downfall and that was impacting the growth of the
enterprise. It has been identified that there was an issue relate with the strategy and that was
affecting the brand image of enterprise. Hence, current market is overall dependent over web
marketing, social media strategies that aids to promote the growth to the enterprise. Thus, chosen
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enterprise was mainly facing the ineffective growth due to less use of social media strategy.
Thus, manager and staff to the entity must be skilled enough to understand the current scenario
of hospitality market (Ong and Ito, 2019). They must conduct the business practices together so
that proper assistance can be availed to customers. So, it can be concluded that ineffective
management working and less use of social media strategies was the issues that was affecting the
growth of the enterprise. In order to streamline the firm operation, it is crucial to understand the
needs of the market.
Hence, by undertaking depth research it also has been identified that company was facing some
management issues and this was happening due to unproductive team work and financial
compliance and these are the key priorities that needs to be in effective manner. Therefore,
management structure has to be in proper manner and formal reporting needs to be conducted to
have better delegation of work. Furthermore, manager and other staff member were not adopting
suitable strategy to promote the entity in market. Today’s market is based on website market and
social media strategies (Yoong and Lian, 2019). Hence, the effective use of social media strategy
over the traditional market aids to conduct enterprise practices effective and efficient. Due to
ineffective management system and less use of social media strategy was affecting the
operational working within the enterprise. Furthermore, it has been identified that one of the best
ways to see growth in online business the firm should have the use of online approach that can
promote physical events. With the depth research, it can be found out that competitive forces are
becoming very strong in hotel that being good is no longer good enough. Additionally, strategic
advantage must be understood so that better operation can be conducted. Hotel managers and
staff needs to identified the competitors correctly. Therefore, hotel entrepreneurs and their
investor can face the economic hardship that has the significant impact on the economy.
Discussion
As per the findings, it has found out that effective use of marketing strategy in hospitality
business is one of the key that aids to attract the customers and satisfaction. Therefore, researcher
finding has helped to find out the digital impact in every sector so that major innovation can be
done with use internet tools (Stanton and et.al, 2019). Form the findings of the researcher, it has
been evaluated that hospital marketing is one of the term that aids to identify the needs and wants
of customers. The main aim of marketing is to put their major consideration over the creating
and maintaining positive customer experience and relationship that aids to build industry
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success. In the findings, it can be concluded that social media is crucial tool that aids to conduct
each thing in effective and efficient manner. Thus, the use of new and advanced technological
advancement the firm can able to gather the detailed information about the needs and want of the
customers. This allows hospitality industry to grow their business operation in more systematic
manner. Thus, this can be stated that social media directly and indirectly affects the hospitality
industry. Therefore, number of approach are there to attract the customers with the use of tools as
advertising, marketing, selling and to easily access to the customers within the market. It is one
of the large platform that has positive impact on the working of the hospitality industry. Social
media strategies aids to conduct the better operational activities with the rapidly changing
environment. It is very tool that allows working enterprise to adopt the better strategies and take
more intelligent decision.
As per the findings of literature review, it also has been concluded that the human resource
department of the enterprise need to hire the skilled staff who can bring effective working to the
enterprise. This is one of the direct marketing strategies that aids to establish the personal with
customer and encourage them to build better and attractive image to the customers. Hence, it has
been stated out that in the competitive world of hospitality industry, customer experience plays
the crucial role with terms to gaining the loyalty. Better use of social media strategy and
excellent customer service aids to develop and enhance the image of the enterprise. Henceforth,
there are number of the strategy as artificial intelligence that has the ability to streamline the
processes and also provide the valuable insights to it. Hence, larger audience can be attracted to
the firm if they took the approach of influencer marketing. It aids to be highly competitive
industry. Therefore, better and effective use of strategy helps to streamline the operational
functions of the entity. In addition to it, this can be stated that hospitality industry should develop
better marketing strategies with the help of product and services within the market. It is very
effective term that results into the increasing in profitability. Henceforth, it can be stated that
social media is one of the vital tool that helps to chance to build better guest relationship, to
strengthen the online reputation of the hotel and create the better and attractive image within the
market. Therefore, it can be stated that marketing strategy plays the crucial role in order to
building the brand, to maintain the loyalty and to alluring the brand awareness so that better and
attractive services can be conducted. Thus, brand identity is crucial as it aids to maintain the
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relationship with the customers. Therefore, the hospitality industry uses the differ methods that
aids to develop and maintain efficient marketing plan.
New Social Media strategy
Hotel industry serve their many services to people included event planning, food and
beverage, lodging, accommodation etc. With their current social media strategy Exodus can be
able to promote their products or other things which is beneficial for them as business growth
and success. Therefore, it is very crucial for the hospitality industry is to understand the both
negative and positive view of the customers so that current trends and their impacts can be easily
find out. But now they want to grab the customers' attention more than before and also need to
increase their profitability and productivity by using new social media strategy (Tiago and
Veríssimo, 2014). Hotel sector and organizations operating under them required to expand their
business and also try to perform across the world with the help of making new social media
strategy within business. Social media landscape is rapidly changed, it is essential for industry to
keep up with current trends at every year which assure that their strategy in context of product
marketing is successful or not (Stanton and et.al, 2019). They review exist social media
marketing plan and replace it by using new social media strategy which is quite advantageous
and useful. Henceforth, it can be stated that brand awareness is one of the attractive tool that aids
to attract the customers. By have the use of better plan of action the all things can be carried out
within the market effectively.
Billboard, Facebook, Twitter, Trello and Hootsuite is the latest marketing tools that can
be used by Exodus as to sell or promote services and goods in marketplace. Social media play
the large part in growth and success of hotel sector or any other industry regardless of age, size.
Billboards is a type of products promotion tool, it placed at strategic position that makes
it impossible to avert them. Hospitality sector used it as new social media plan or strategy in
which they make catchy slogans and creative designs to make ad memorable and set positive
image in people mind for the long time which is beneficial to grab the attention of existing
consumer as well as new ones (Constantinides, 2014). This strategy permit industry to promote
the goods in their target market or area in cost effective way that increase profit margin as better
than competitors. The purpose of the billboard marketings is to interrupt as many consumers as
possible, to broad cast instead of engage and to create awareness not inevitably affect.
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Billboards must be placed on side of main road or highways that catch eye of local people
as well as travellers. It is form of interruption marketing that is the best thing about this tool
which cannot be avoided by anyone. Effective billboards rapidly communicate hotel sector
brand' message, customer cannot help but see message and take it in.
Facebook is another social media tool used by hotel industry to promote their facilities
and other activities within country. It also considers as new social media strategy that make
positive market reputation and build brand's image (Alalwan and et.al., 2017). Facebook
marketing plan help hospitality sector to reach target consumers more effectively, it added more
value to companies. It betters nurture clients, provide resources and improve awareness to
people. Digital marketing change marketing of services or goods using new digital technologies.
Exodus promote their services via setting up Facebook page it is the best and free marketing fool
for businesses. This pages let industry identify itself and also help to sharing image, links and
posts on customized page to provide better sense of ventures character and personality. With the
help to setting page on Facebook hotel industry can develop their brand identity and reflect
human side. Most of the people are using this social media tool to get the current updates in
market and collect information based on specific topic. It they plan to holiday, Facebook is the
best source to gather data or more details on chosen destination and provide the best hotels offers
within hospitality industry.
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Illustration 1: Billboard Advertising
(Source: Billboard Advertising, 2017)

Twitter is useful and realistic way to build business and get instant public response
delivered to hands of target people, whether its is the audience of work colleagues, potential
consumers or existing guests. Twitter is also consider as new social media strategy for hotel
sector that support to increase brand awareness and generate revenue. In this tool businesses
keep customers and personal tweets and also keep core business tweets separate by setting up
various twitter profiles for each (Zeng and Gerritsen, 2014). By creating brand centric profile
hospitality industry tweet or post their services which grab the attention of customers and allows
people to share their experience related with hotel facilities that drive other local or residential
people towards them. Twitter offer the search engine that permit hospitality sector to enter their
brand names and other information connected with their businesses. With the help of Twitter
hotel industry get the knowledge about people experience and make some improvement
according to people needs which help to enhance productivity and attract consumers. As it
contribute to communicate with people, provide information about any new things or additional
services and make conversation easily between hospitality management and customers.
Trello is included in new social media strategy of hospitality industry to marketing their
facilities in market place. It is the best or great company tool that help sector and its marketing
team considerably. It supports Exodus to manage their marketing plan and stay on same page as
its team the sound digital marketing practice if they want to save frustration and time (Dahnil
and et.al., 2014). Industry share blog posts in context of products or service marketing on Trello
before publish them, it provides others on team opportunity to review post, make changes and
weigh in with their thoughts that strengthen piece before it goes on live. With Trello, everything
of hotel sector is related to online marketing strategy that shared same place, it takes the few
minuted to set up board on this tool and placed products or services.
HubSpot is one of the top marketing players, help to say about goods in juts one
marketing software. It brings hotel industry entire marketing funnel together, it is very important
for industry to be in good working order. With HubSpot software sector can access to tool that
support with: Blogging, Landing pages, Email, Analytics, Marketing automation, Social media,
and Website. This tool help to achieve greater business success and generate revenue better than
before, it is the better way to grow and increase profitability. In other words HubSpot is sales,
marketing and service software that contribute business progress without compromises. It
provides full stack of systems for consumer services and marketing with entirely free CRM at
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their core. With the help of this new marketing tool Exodus get everything which they need to
organize and build better relationship with clients and leads (Paniagua and Sapena, 2014).
HubSpot also support to grow traffic, run whole inbound marketing campaigns at scale ad
convert more visitors. It is time preventing sales software that support hotel sector get deeper
insights into automate, prospects tasks sector hate and close deals faster.
All the above tools is using in context of new social media strategy that provide many
benefits to hospitality industry.
CONCLUSION
From above it has been summarized that social media play vital role in growth and
success of hospitality industry. They are using traditional marketing strategy currently which is
beneficial for them. Traditional marketing is type if campaign, advertising and promotion that is
use by organizations operating within hospitality sector. TV, radio, flyers, print advertisements,
pamphlets and newspaper are the methods of traditional marketing currently used by hotel sector
to generate public awareness. Furthermore, it has been concluded that Exodus is using several
social media marketing tool to garb consumer attraction and build good relationship with target
audience within marketplace. Company is award wining biking, cultural, Hiking & wildlife, they
run their business via fully licensing and bounded tour operator. It is small group and self guided
tour operator operates more than 100+ nations. They attract consumers through make some
changes in their existing marketing plan or make new social media marketing strategies that can
enhance their financial performance than previous. In new social media plan there are different
marketing tools included such as Billboards, Twitter, Facebook, HubSpot and Trello that provide
many benefits to hospitality sector.
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