Social Media Marketing in Hospitality

This assignment delves into the application of social media marketing within the hospitality sector. It examines various strategies, analyzes case studies, and explores the impact of social media on customer engagement and business outcomes in hotels and tourism. The provided reading list consists of academic articles and industry publications covering topics like social media ROI, task-technology fit, and the use of ICT in tourism.

E tourism
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TABLE OF CONTENTS
Introduction .....................................................................................................................................3
Literature review .............................................................................................................................5
Case study .......................................................................................................................................9
Future social media strategy .........................................................................................................12
Discussion and Conclusion ...........................................................................................................13
REFERENCES .............................................................................................................................14
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INTRODUCTION
A sound tourism industry is being seen as sign of nation's social development, evolution
as well as progression. Due to the influence of globalization greater number of people now a
days are promoted towards purchasing touristic products in varied countries. Information and
communication technologies has greater impact on all the industries and sectors. The interactive
integration among the technology as well as tourism in the present era has resulted in bringing
alteration in the particular sector (Buhalis and Jun, 2011). Several travel and tourism sector
businesses have made adoption of the new technologies of information that has offered new
shape to the entire process of tourism service development, management, marketing and whole
tourism. This has greater influence on the efficiency and effectiveness of travel and tourism
business. Such information and communication technology is considered as the integral part of
the present tourism firms.
Since the tourism is considered as the major industry in the present era many nation's are
competing towards attracting the tourists by various means of communication and this has
become main driver of touristic sectors across the globe. E-tourism is referred to as the tourism
technology that includes application of information technology. It has important role in travel,
hospitality as well as tourism sector. In past times the travel technology was associated with just
Computer Reservation system (CRS) applied in airline sector. But in the present era this is used
in much broader perspective within travel and hospitality industry.
The concept of E-tourism can be referred to analyzing, designing, implementation of IT
as well as e-commerce solution with travel and tourism sector. It acts as an aid in analyzing the
particular economic processes, customer relationship management as well as market structure. In
relation with communication science, e-tourism can be considered as each application of ICT in
both hospitality and tourism that increase the customer experience and makes the travel
companies operations much easy (Garcia, Sebastia and Onaindia, 2011). In the recent times e-
tourism makes use of monitoring as well as management of travel operations, travel tracking as
well as flight tracking systems.
E-tourism is comprised of varied procedures such as dynamic packaging that makes
delivery of effective and new options for the customers. In the present era GPS of smart phone is
performing as tour guide for the users. There is presence of several city audio guides that are
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present through which the traveler can visit the location and can gain more information regarding
the place and their languages. The several format of guidebook is comprised of audioguide,
podguide, I-Tours etc. In this relation various nations have adopted biometric passport in relation
with travel technology that can increase visitors experience in positive manner (Schuckert, Liu
and Law, 2015). Along with this, XML technologies can be utilized by the travel and tourism
sector as it provides assistance to air reservation bookings and other merchandising functions
within the procedure of booking.
Within travel and tourism, role of internet is important in several aspects. Such firms
makes utilization of the internet technology in an effective way for the sake of enhancing the
revenue. They are making use of websites, online advertising, blogs, social media in order to
convince the targets market towards selecting location either for vacations or business events.
For instance booking engines assist the users in making reservations and comparing the prices of
several travel and tourism firms (Smith, MacLeod and Robertson, 2010.). Such tool cut costs for
the travel firms through reducing the number of calls and affects the decision making of
travellers. In contrast to this through the assistance of computer system there is greater
opportunity for the tourism business in establishing communication among the several branches
as well as locations that increases ease in streamlining the reservation as well as cross the
policies of business. In addition to this it assist the organization in keeping all the personnel on
the similar page and increases ease in accessing the data for the sake of enhancing the experience
of guest, housekeeping procedure, preferences of guest, checking details regarding reservation
from a particular system. For the purpose of attracting prospective tourists suitable
communication strategies are required. As today an individual lives in digitalized world thus it is
important for the tourism industry to depend on the information and communication technology.
This is comprised of specifically internet as well as tools of international communication. The
system of online reservation is the greater impact of ICT on tourism and hospitality sector.
In the present essay discussion is made on e-tourism. This is comprised of gaining
knowledge regarding the significance of ICT in the firm (Usoro, Shoyelu and Kuofie, 2010). In
this regard small size hospitality firm that is Brooklands in UK is considered. Brooklands hotel is
being situated within South East of United Kingdom. The hotel was being opened in the year
2010. It possess 103 employees who have average age of 26 years. The ratio of the female and
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male working within the firm is equal that is 50-50%. The company's profitability in the past
year is £8.1m that demonstrates that Brooklands hotel has enhanced its revenue. In the business
every third personnel possess greater than three years experience and has stronger sense of
security related to job. The particular hotel made utilization of several social media in order to
promote its services in broad way and attain attention of greater number of customers. In
addition to this Brooklands hotel made use of ICT in order to increase ease in organizational
operations and gain offer sound experience to customers.
In the present essay discussion is being made towards development of the social media as
well as mobile technology in hospitality organization. In this relation analysis is being conducted
for Brooklands hotel that would define social media portfolio for the hotel with effectiveness.
Along with this detail social media strategy for the hotel chosen would also be developed. The
structure of whole essay is categorized into five parts (Kumar, Bhaskaran, Mirchandani and
Shah, 2013). This is comprised of introduction, literature review, discussion of major themes and
development within ICT in hospitality. In involves clear evaluation with the findings and
discussion of the outcomes, future strategy of social media for the cited hotel.
LITERATURE REVIEW
Information and communication technology is combination of telecommunications as
well as computer technology that is enabling the users in accessing, storing, transmitting and
manipulating the information. In the recent time the ICT role has enhanced in all the sectors
around the globe. Several firms have begin to utilize such in order enhance ease within
organization operation. Further it results in enhancing the effectiveness that lead to delivery of
quality services and experiences to their customers. With the passage of time there are greater
development that took place in ICT area which increases its importance as well. It offers
opportunity to the users in sharing greater resources and information with one another around the
globe (Saravanakumar and SuganthaLakshmi, 2012). It assist the customers in communicating at
any point of time from any location and place. For example, a particular message can be sent by
the user to varied recipients in an instant manner within the globe.
In contrast to this hospitality sector is broader field that is comprised of event planning,
lodging, theme parks, hotels, restaurant etc. One of the most significant aspect related with
hospitality is that it lay focus on satisfaction of customers. Though it is the major fact that nearly
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all firms depends on customers. But in situation of hospitality firm they have the responsibility
towards offering luxury services to the customers. Other aspect of such industry is referred to as
the reliance on the disposable income as well as leisure time of the target market. In this regard
greater number of hospitality firms are for travelers as well as rich patrons. For example, in case
there is decrease in the disposable income of the customers because of reason that includes
recession or slump then the industry would suffer due to the reason that customers would not
have additional money for enjoying the services.
The system of online reservation is one of the main application of ICT that has greater
influence on the hospitality industry. In the recent era small and medium size business are
making utilization of such function over official website of business. The following tools makes
delivery of the sustainable cost saving opportunities for hospitality business as in case personnel
of the firm do the reservation in manual way (Siamagka and et. al., 2015). Thus business is
required to spend greater amount of money on human resources. By carrying out investigation it
has been determined that greater number of firms within hospitality sector has made adoption of
several ICT in varied context through which they are able to gain competitive edge and attain
more customer attention in comparison with competitors. However there is presence certain
factors that obstructs small medium hospitality business from making adoption of ICT. In this
regard initial is shortage of skills and absence of knowledge of the personnel that unable business
in adoption varied information and communication technology. Ineffectiveness in the IT
infrastructure of the country is the main issues that affects the small medium hospitality firm in
making adoption of ICT tools and carry out operations in more effective as well as smooth way.
Moreover the cost of acquiring as well as maintaining ICT is higher and because of such
hospitality business has not adopted such for their business purpose (Beritelli, Strobl and Peters,
2013). Apart from this owner's attitude is other reason through which they are not ready towards
adoption of new technology for communication and information. These are regarded as certain
factors that affects small and medium size hospitality business.
With the evolution within ICT, it has made development of several tools and techniques
that are beneficial for small hospitality firm. In this relation Electronic point of Sale as well as
Payment Management system technologies have made delivery of several opportunities to
hospitality industry in relation with enhancement in the customer experience and improvise the
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varied aspects of the services with more effectiveness. In addition to this it has bought
improvement in the operational cost of firm, offer convenience to customer and enhance the
speed of transactions of money. In this relation search engine optimization has become the part
of ICT wherein hospitality business edit the content of website so that it can enhance the search
engine ranking of the firm and can attract greater number of visitors (Costa and et.al., 2010).
Through the implementation of such it is easier for the user to make identification of the key
words and terms that are associated with hotel or restaurant services. In this small and medium
hospitality business ventures are utilized. This includes Google, Yahoo, Bing etc. for SEO
purpose.
Beside this, social media is regarded as one of the ICT that is referred to as the website as
well as application that offers possibilities to users of the content creation as well as sharing. In
the present era the major social media platform for small and medium hospitality business
includes blogging, social networking, widgets, chat rooms, message boards, photo sharing, video
sharing. In simple words it can be stated that social networking circles that are utilized by small
medium hospitality firm towards sending marketing message assist in targeting the customers so
that they can attract greater number of customers and can enhance the revenues (Ruiz-Molina,
Gil-Saura and Šeric, 2013). Moreover website is considered as the part of ICT that is providing
several information regarding the products and services of the firm to its target market. By the
means of research it has been determined that procedure of decision making of visitors is based
on content accessibility and data on website while browsing. For the purpose of attracting
customers in greater number, several small and medium size hospitality business provide greater
range special offers through website. In this regard it is significant for the firm to make sure that
their website are compactable with several browsers and effectively adjustable in accordance
with the size of device.
In contrast to this mobile technology is used as promotional e-campaigns for the purpose
of marketing the products and services to the customers by the corporation. Small and medium
size hospitality business needs to make adoption of such tool for distributing its services in the
market. Under this business send message of marketing to the client on phone. Mobile marketing
can be categorized into several parts that includes chat sessions, peer to peer gifting, alerts,
contests, calls to action etc (Chen and et. al., 2009). In addition to this, small medium sized
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hospitality business has begin to utilize mobile coupons that includes QR Code, bar codes as well
as array of extra iconic expressions. Through the assistance of such it becomes easier for the
customer to gain more information regarding the hotel or restaurant services and products,
contact information, new offers etc. Beside this various mobile POS like Goggle Wallet as well
as iPay Mobile etc have been utilized by small size hospitality industry in order to make the
process of transaction effective and safer for the guests. Along with this through use of mobile
GPS system, hotel or restaurant offers readily available data to future as well as existing guests
on time (Puzis and et. al., 2009). For example, a mobile technology inquiry through West East of
UK would automatically gain prompt for making booking in Brooklands hotels when making
promotion of special deals as well as packages.
Thus by the means of discussion carried out above it can be inferred that role of ICT is
significant within hospitality sector. It is essential for small and medium size business for their
growth and development. Technological changes within information and communication has
positive influence on small and medium size hospitality venture. But there is presence of certain
factors that obstructs such firms from making adoption of ICT. In addition to this new
technology within this area like social networking, SEO, internet, websites etc is utilized in rapid
way by small business for the sake of gaining huge number of benefits.
Social media marketing makes a great impact on the hospitality business for improving
the services and other aspects which are beneficial to customers. Generally hotels are more
aware about the social networking sites. All the hospitality and tourism industries take part in to
social networking sites in order to stay active online do not miss out any post. Brookland hotel
also actively participate on the social networking sites in order to gain popularity in brand
awareness. Its facility is very time saving and economical for the customer and management
point of view (Vance and et.al., 2011). All the social sites are very convenient and inexpensive
but for effective and efficient marketing tool. Better communication technology are more
effective towards the teamwork and flexibility in order to provide the services. Mostly all
organizations have the individual mobile app for easily connectivity to the customers. By this all
the products and services are effectively shown on the social sites which creates the customer
awareness towards the brand and product services. Mobile technology is also an effective use for
providing the better service to the customers.
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All the activities are effectively manage in the hospitality department by using the
technology in order to enhance the improvement in the services. Mobile technology is used for
the purpose of effective communication regarding to their services. Brookland hospital manage
all the operational activities are interrelated with each other by using the technology for easy
communication. Social sites are used for promotional purpose to promote their services in
comparison to others (Hinkin, 2005). All the facilities and services are shown on the single
screen at the same platform so that it is a convenient for the customers point of view. Customers
can assess all the services in order to evaluate the characteristics of all the services with
comparison to other service provider. Which makes an sustainable position and reputation in
market place. Social sites is useful for advertisement purpose throughout the world for building
relationship and maintain the customer loyalty towards the offered services.
Social networking mostly depends on word of mouth now the electronic word of mouth
for marketing the services. Large number of hospitals have participated in social networking
sites, which helps to build the image and to promote their hospital on social sites to achieve large
amount of responses by viewers. Its a better mode of convening the people regarding to their
services. By the use of mobile technology which helps to identify and easy to assess the
customer target and their expectations with respect to their income level. Social media marking
is a key element for marketing and making brand image and maintain reputation in market place
which helps in to generate revenue and get the profit (Prideaux, Moscardo, Laws, 2006). Its also
beneficial for strategic planning and its implementation and also useful for identifying the other
competitors strategic planning regarding to their new innovation and improvement in the
existing services. All the activities are effectively correlated towards the achievement of
objectives and to accomplish predefined targets. Social media and mobile technology makes a
great impact on the achievement of following target in order to maintain loyalty.
CASE STUDY
Social media is regarded as computer mediated online tool of communication that
provides greater advantages to the business for the purpose of sharing the content, interact with
the customers by means of website. In the present era individual on continuous basis are making
use of such sites for own use and professional purpose. This assist business in expanding the
brand and increasing the sales with such channel of marketing. Such assist in supporting the
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viewers in gaining insight about the business as well as activities such as discount offers, special
trip, adventures etc. Social media is regarded as powerful medium of coordination through this
manner organization can develop strong association with consumers. System of feedback on the
website act as an aid for the firm in knowing the opinions of the valuable viewers as well as
resolve the issues and to develop confidence among them. Various social media tools exists in
this competitive complex environment such as twitter, Facebook, LinkedIn, Pinterest, Instagram,
snapchat, youtube, slideshare, Zee-Box etc are considered as channel of communication that
offers advantages to the customers and firms. In the past many years such sites have offered
growth to several business. Sales promotion as well as expansion of the brand supports such sites
of social media (Jones and Ball, 2003). At present it is the easiest manner that leads to enhancing
the sales of the business and develop image of the brand. At present it is the easy way foe
enhancing the sales of the business and develop brand image of any business. From the
viewpoint of the customer it is effective in accessing and individual can gain all the information
through website.
Brooklands hotel possess social media presence as it is attached with Facebook, Pinterest,
Twitter, Google plus, Trip advisor. Google plus is regarded as the most attractive tool of social
media that provides assistance to Brooklands as it is effective search engine that offers greater
advantages to the consumers. They can make booking and reserve the hotel in accordance with
the need as well as budget. Google plus divides every update so it is effective for the customers
in searching regarding the quarry. Organization's cover photo of the business on the google plus
can be viewed and one can effectively determine the actual outlook of the hotel. The name of the
hotel in every section is clear thus search of index is easier. The reviews of the customers are
demonstrated here that are positive and also facility in relation with reservation is provided for
the customers (Groote, 2005). Within URL the name of the hotel is maintained om clear manner
so it is effective to access the guests. The location is being addressed but the map is not clear, the
first time user is unable to gain knowledge regarding actual location of Brooklands with ease.
Telephone number also exists over Google plus that assist customers in contacting with the
hotel. Less number of photos are demonstrated also there are no videos uploaded by the hotel so
there is average profile. Certain enhancement as well as alterations are being made by the hotel
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such as greater number of videos as well as photos are offered so that customer can develop clear
image of the hotel.
Brooklands is associated with Tripadvisor, such social site is effective tool that assist in
making comparison of several hotels so that one can book. Over this particular website the name
of the hotel is not visible in clear manner thus it is difficult for the customer to attain information
regarding the business. Quality pictures are being uploaded that attracts greater number of target
customers. Address, location and map needs to be maintained in clear manner on Tripadvisor.
However absence contact detail can create greater issues for the firm in terms of establishing
interaction by means of website (Bernick and Boo, 2013). The overall reviews regarding the
hotel is suitable and positive over the Tripadvisor. Earlier trip photos, management photos are
adventurous as well as sound. In the section of Amenities attractive details are being maintained
such free WiFi, non smoking hotel, fitness centre, services etc. details have clarity as well as
understandable. In section of question and answer Brooklands has answered every quarry of the
customers that is effective criteria in attracting the customers and building trust. Overall
Brooklands is financially strong and presents strong image on Tripadvisor.
Brooklands hotel is associated with Pinterest social network. There is absence of cover
photo. The hotel uploads attractive photos as well as videos that assist in gathering customer
attention. Location address is being presented as well as website is presented in this. But the
contact detail is not provided. Further map is also not demonstrated. Thus there is difficulty for
the viewers to gain in-depth knowledge about the hotel. Less information is being maintained by
the hotel but in meeting section, URL is provided that offer detail regarding Brooklands. It is
difficult for the customers in gaining direct information through social network site. There
profile overall is quite poor. The page of Facebook of Brooklands is amazing. There is presence
of attractive cover page (Malhotra and Venkatesh, 2009). All the important details in relation to
services, facilities, discounts, videos, photos are being demonstrated in significant manner.
Address, contact number, map are exists as well as even hotel name is being presented by
Brooklands under this social network. Clients can effectively search regarding the hotel as well
as associated services. The profile of Brookland over Facebook is sound. Thus many followers
are of such hotel. The major attractive thing about the social site is discount offers. The
complaints and quarry of the customers are being answered and being monitored by Brooklands.
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Nowadays Twitter is considered as the most popular site. Several people can access such
website for personal as well as professional use. Brooklands is associated with such networking.
The front page is excellent and is attractive. The views are positive as well as impressive. The
services as well as facilities details are being maintained in detail. Hotel share previous events
photos as well as videos on such social site. The customers can effectively know about
Brookland through such website.
FUTURE SOCIAL MEDIA STRATEGY
Social media strategy related to attracting customers through Facebook, twitter and social
networking sites is valuable for implementing planning in E-tourism. It provides various
information existing in hotel including travelling and accommodation services. Including this,
hotel services, user experience and views on Brooklands Hotel are determined. In this regard,
more business activities and strategies are implemented for effectiveness of organization. Social
media strategy plays crucial role to aware society and community for organization's services.
However, it also generates idea for enhancing laity services of hotel industry. Therefore, entity
sets different targets and strategies for collecting data and implementing action plan for further
activities (Mak, 2011). In accordance to this, social media strategy is useful for emerging
interests of tourists from different countries for taking advantages of travel and tourism.
In addition to this, entity also recognizes attitude and perception of various tourists
through comments on social networking sites. Moreover, it advertises tourism services through
email, Facebook and other information technologies' tools. It influences online marketing also
increases standard of country. It impacts on market position of organization and also prepares
business and competitive strategies for increasing in demand for tourism services. It utilizes
different tools and techniques for obtaining creativity and exchange of services in wide range.
However, it is beneficial for establishing good relationship with clients, suppliers and other
stakeholders of organization effectively. Through this strategy, social media and qualitative
services of hotel industry get impacted positively. It is useful for long term sustainability of
entity in market. Moreover, it increases strength to face competition and effects on creative
environment of firm. In addition to this, large number of demand for tourism services are
determined. It generates ideas for effectiveness of natural resources. In this regard, natural
resources of nation are protected.
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Different types of tourists gets information of hotel service through online medium. It is
beneficial to gain awareness of society and high number of customers for travelling and
accommodation services. Attraction of tourists for Bookland hotel considers enhanced by
looking at organization's effective services. Various positive comments if Facebook and social
networking sites are obtained for e-tourism services. However, attractive videos on YouTube
plays key element role in e tourism services that impacts on productivity and profitability of
firm. In addition to this, it interrelates with other sectors of countries such as, financial growth of
country is determined through this tourism system. However, organization upload advertising
tools and technologies for implementing strategies of tourism. However, it is essential for
achieving satisfaction of customers at high level (Buhalis and Darcy, 2010). It is useful tool to
reach out objectives of ecotourism smoothly. It is determined that enhancement of tourism
impacts on country's effectiveness. However, entire growth of nation is impacted through this
technique. Therefore, tourism is crucial to aware society at large scale also increases interest
towards travels and accommodation services of Brooklands hotel. Advertising on social media
sites and obtaining customers' comments on sites are essentials for increasing efficiency of
organization. In this regard, various ideas are generated for increasing in quality services of e
tourism.
DISCUSSION AND CONCLUSION
It can be concluded from the present report that role played by ICT is crucial within hospitality
sector. In the present era there is existence of various ICT tools for existing small and medium
size hospitality business like Brooklands hotel. From the discussion carried out in the literature
section it has been determined that ICT has greater impact on small size hospitality business. But
there is existence of certain factors that obstructs ventures towards making adoption of ICT.
From the case study it has been assessed that Brooklands hotel has presence on Twitter,
Facebook, Google plus, Pinterest, LinkedIn and Tripadvisor. But in years to come for making
sure greater growth of organization certain new social media strategies are identified. It has been
assessed that development in social media as well as mobile technology has positive influence on
the hospitality firms within UK.
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