E-Tourism: Impact of Social Media Strategy on Norwegian Air Shuttle

E-Tourism
1

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Case Study Evaluation (Findings)...................................................................................................6
Discussion....................................................................................................................................7
Development of Current social media strategy..........................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
2

INTRODUCTION
E-Tourism can be defined as the digitalization of all processes as well as a distribution
channel in the tourism, travel, and hospitality sector that aids an organization in enhancing
efficiency along with effectiveness in business operations. It assists in developing and effectively
enhancing the strategic relationship with its stakeholders including competitors, consumers,
dealers, etc. E- Tourism. Developments in this sector made tourists capable enough to choose
their destination easily, comparing prices at different sites and choose a company which is apt for
their financial budget. Information, advanced technology, and easy communication channels are
proved as innovative strategic tools for young tourism entrepreneurs which in turn aids them in
upgrading their business effectively. Increased cooperation with travel agencies and engagement
of digital marketing channels as well as social media sites results in effective communication to
cater to existing customers along with attracting potential ones (Al-Essa and Yahia, 2019)
To understand about this Norwegian Air Shuttle has been taken that is a low-cost airline and
Norways’ airline. This is the fourth low-cost carrier in Europe behind Wizz Air, EasyJet, and
Ryanair, the second-largest airline in Scandinavia, and the ninth-largest airline in Europe in
terms of passenger numbers. Management in Norwegian.com offers luxurious enmities to its
customers through its own created mobile application (Chan and Law, 2020). This application
gives their guests various types of facilities such as book spa and dining tables, request check-in
and check-out. The management of such an organization plays an important role by providing an
online facility that can help to place orders online and manage a better quality of services. The
report covers a literature review on social media portfolio and detailed social media strategies
that develop understanding and manage all functions effectively.
MAIN BODY
E-Tourism is defined as the use of information and communication technology in the
tourism industry that can help to make feel people good and manage activities. This is important
for each organization to understand what people want and how they could be satisfied so that
products and services are provided accordingly. It has been seen that people go to spend their
holidays, business meetings, and celebrating events then they select the best destination and use
different types of tourism services via an electronic mode that can help to develop the
organizational performance and productivity. If an organization is not using effective marketing
3

and social media, then it will be difficult to reach targeted customers. This is most important for
each organization to use marketing planning and strategy for the purpose of reaching its targeted
customers and developing organizational productivity. Norwegian is a low-cost airline and
Norway's medium-size airline. The organization was founded on 22 January 1993 to take over
the regional airline services produced by Busy Bee for Braathens in Western Norway. The
organization understands the demand of their customers and provides low-cost airline services to
their passengers that can help to develop organizational productivity and profitability. The main
object of the organization is to increase its customer base by using social media and new
technology (Dosi and Tzortzaki, 2017). The other objective is to improve the competitive
advantages by 60% within 2025. To improve organizational productivity and profitability by
managing all functions and new technology effectively. Marketing management is having a
major role in the airline industry as it conducts market analysis and introduces the products as
well as services accordingly.
Social media presence is growing rapidly in changing environment where it became most
important for companies to understand the new technology and innovation then use in their
organization for the purpose of developing business and maintaining higher performance. Every
organization runs its business by offering a better quality of products and services as per demand
or trend that influences the number of people and managing business activities. For business,
industry customer is important where it became important to use the effective channel of
marketing and social media for the purpose of connecting people and maintaining higher
performance. Norwegian is a medium-size organization in the airline or tourism industry where it
analysis demand customers and provides low-cost airline services. Other than airline services, it
offers hotel, rental car, and airport transfer facilities to its guests that influence the number of
people and manage higher performance. The marketing management of such an organization is
highly active on social media as it provides information whenever it introduces new services,
packages of traveling, and other services that can help to reach the targeted customers and
maintain higher performance (David Negre, 2018). It has seen that environment and trend is
changing where people do not have enough time to visit or go to market for buying and selling
the products as well as services where it became most important to make the use of new
technology and internet to place an order or booking the products as well as services. In relation
to E-Tourism, Social media has changed every single aspect of people’s lives and affected the
4