Trends Shaping the Hospitality Industry

This assignment delves into the dynamic landscape of the hospitality industry, examining key trends that are reshaping its operations and customer experiences. It requires an analysis of technological advancements like mobile booking and smart tourism, the growing importance of sustainable practices, and evolving guest preferences for personalized services and memorable experiences. The assignment encourages critical thinking about how these trends will influence the future of hotels, destinations, and the overall travel sector.

Running head: EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA
MARKETING
To analyze the importance of Social Media Marketing and Mobile Technology In context of
Grand Hyatt Hotel Singapore to build competitive advantage

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Table of Contents
Introduction......................................................................................................................................3
Background of research...............................................................................................................3
Objectives of the research............................................................................................................3
Literature Review............................................................................................................................4
Mobile Technology......................................................................................................................4
Meaning and Concepts regarding Mobile Technology............................................................4
The advantages/disadvantages of Mobile Technology............................................................4
Web2.0/Mobile 2.0...................................................................................................................5
LTE Technology (4G)..............................................................................................................5
5G Technology.........................................................................................................................6
The Future of Mobile Technology...........................................................................................6
The use of Mobile Technology in Hospitality Industry...........................................................6
SM (Social Media).......................................................................................................................7
Meaning and concepts of Social Media...................................................................................7
Methods of SM.........................................................................................................................8
Benefits/Advantages of using Social Media............................................................................8
Social Media Marketing...........................................................................................................9
The future of Social Media Marketing.....................................................................................9
Research Methodology..................................................................................................................10
Questionnaire related to Research..............................................................................................10
Case Study.....................................................................................................................................14
Discussion and Recommendation..................................................................................................22
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

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Introduction
Background of research
Tourism destination is a natural place which has selected as tourism place due to its unique
condition and properties from other destinations. Tourists create a picture regarding destination
as well as make a set of expectation as per their past experience, press reports, word of mouth,
common beliefs, and advertising before visiting on that destination. They create a mental
perception about the destination through their rational and emotional beliefs. Moreover, the
attraction of destination shows the visitor’s feelings and views regarding destination’s
competencies to meet the desires and provides individual advantages (Bowie, et. al., 2016). In
the recent business scenario, the tourist has a large choice of destination but they have less time
to make buying justification. Further, a destination must be positively distinguished from its key
market participants (Ukpabi, and Karjaluoto, 2017). The information and communication
development technology are rapidly changed which has an impact on relationship amid visitors
and destinations. The emergent role of SM within industry of tourism is undeniable as SM has
proven to be an effective approach (Chung, and Koo, 2015). The main purpose of research is to
evaluate the role of Mobile Technology and SMM for Grand Hyatt Hotel Singapore to build
competitive advantage.
Objectives of the research
 To explore the meaning and definition of Mobile Technology and Social Media Marketing
 To identify the role of mobile technology to build competitive advantage: In context of for
Grand Hyatt Hotel, Singapore
 To evaluate the role of social media marketing to build competitive advantage: In context of
for Grand Hyatt Hotel, Singapore

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Literature Review
Mobile Technology
Meaning and Concepts regarding Mobile Technology
Mobile technology is a device that offers both transportable and immediate access to data. This
technology involves MP3 players, personal digital assistants, E-book reader, Smartphone, Ultra-
mobile PC and laptop-tablet PC. Moreover, personal digital assistants and smartphones are
considered as mobile devices that are an effective mediator to make real-time communication. In
addition, the hallmark of mobile technology shows the resilience, simplicity, portability, and
unique competencies as compared to other technology (Demirçiftçi, and Kızılırmak, 2016).
Mobile devices are also considered as omnipresent which is exercised by users for different
purposes.
The advantages/disadvantages of Mobile Technology
According to the Elliot et al. (2016), mobile computing can enhance the services that a company
offers to their customers. For example, Grand Hyatt Hotel uses mobile technology in Singapore
to get the competitive advantages. The company uses this technology when meeting with their
customers as it can access the system of customer relationship management through the internet.
It also allows the company to update or assess the information of customer even as employees
left the office. In addition, the company can allow the customer for paying in exchange of
products and services without going to till such as Grand Hyatt Hotel offers wireless payment
system, in which customer can pay for their meal without departure from their table (Tham, et.
al., 2013).
In opposed to this, Furr and Dyer (2014) stated that there are high expenses are used to set up the
equipment and provides training for using mobile devices. Mobile IT devices can demonstrate

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the confidential information to unauthorized people in the case when adequate safety measures
are not provided to make sure that the systems and data which is accessed by users are kept safe.
Hence, the company should more focus on cybersecurity and protect their wireless devices.
Web2.0/Mobile 2.0
Gulbahar and Yildirim (2015) opined that mobile 2.0 is considered as next generation regarding
mobile internet services that can influence the social web and defines what can be called to Web
2.0. Mobile 2.0 is the service that incorporates the social web with core mobility aspects such as
localized, personal, ever present and always-on. These facilities are a demonstration of the
wireless devices like multimedia features phones and Smartphone that are efficient to deliver the
rich and interactive services. It is also effective to facilitate access and full choice of mobile
consumer touch points such as texting, sending, capturing, viewing, listening and talking
(Wakefield, et. al., 2016).
LTE Technology (4G)
As per the view of Hays et al. (2013), in the telecommunication sector, LTE stands for long-term
evolution which is standard of the data terminal and mobile devices regarding high-speed
wireless communication. It relies on different technologies named UMTS/HSPA as well as
GSM/EDGE technologies. These systems gains capacity and speed through certain ratio
interface as well using core network to make an improvement.
In support to this, Hudson and Hudson (2017) exemplified that the standard is created through
3rd Generation Partnership Project. It is defined in Release 8 document series as well as minor
improvement explained in Release 9. LTE is the advanced way for the shipper who uses both
networks named GSM/UMTS networks and CDMA2000. Besides this, several LTE frequencies
and bands have used in different nations which indicates that only multi- broadband phones are

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efficient for exercising LTE in different nations in which it can supports. Along with this, LTE is
generally marketed as 4G LTE; however, it does not attain the technical measures of 4G wireless
services which are defined in the series of 3GPP Release 8 and 9 documents (Stienmetz, et. al.,
2013).
5G Technology
In the view of Hudson et al. (2015), 5G technologies are the 5th generation of mobile network
that proposed the advanced standards of next telecommunication beyond the existing 4G/IMT.
The main aim of 5G planning is to provide higher capacity as compared to existing 4G and also
offering the higher density with respect to ultra reliable, device-to-device, broadband users, and
massive machine communication. Moreover, 5G technology is considered as next and modern
mobile wireless advanced standard which is relied on IEEE 802.
The Future of Mobile Technology
According to the Jauhari (2014), near field communication is a technology that can be highly
used in the future. This technology is used for paying the amount from mobile. This technology
would be more beneficial for people because they can easily swipe their phone through the
machine and pay cash with digital media. Moreover, mobile operator will have the power to
deliver micropayment option to customers. In the hospitality industry, mobile technology will be
highly used by customers because they will have no need to go in the hotel as they can assess the
all information via using the app on their mobile (Standing, et. al., 2014). As a result, mobile
technology will become omnipresent in upcoming years.
The use of Mobile Technology in Hospitality Industry
As per view of Kavoura and Stavrianea (2014), mobile technology focuses on offering
streamlining services, added value to customers, and improving the experience of customers.

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Further, the mobile app is a great opportunity for Grand Hyatt Hotel Singapore because it
ensures alleviation of the business process. The mobile app can be effective for the hotel to get
competitive advantages in Singapore hospitality industry because it delivers the added value to
customers. Moreover, the mobile app can be provided by Grand Hyatt Hotel, Singapore where
self-service option will be offered for their hotel guest with respect to different services. These
services are Dinner reservations, laundry and dry cleaning, room service orders, Check-ins and
check-outs, online payment, and appointments for spa treatments or massages (Solnet, et. al.,
2016).
In favored to this, Kim et al. (2015) stated that the capability of providing loyalty programs in
the mobile app is beneficial for hotels because it brings about up-selling and replicates the
business through their customers. Consequently, it can be stated that customers become the
indirect brand ambassadors in the current business scenario. For instance, Grand Hyatt Hotel,
Singapore owner adopts to use the push notification and send a context-based message to their
visitors as per their behavior, location, profiles, and purchase history and so on (Wang, et. al.,
2016).
SM (Social Media)
Meaning and concepts of Social Media
Kim et al. (2013) stated that social media is set of online communication media which is engaged
in content sharing, interaction, collaboration and community-based resource. Further,
applications and websites are committed for using certain kinds of SM named social networking,
social curation, microblogging, forums, social bookmarking and wikis.

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Methods of SM
As per the view of Kiráľová & Pavlíčeka (2015), different types of social media can be used by a
company named Twitter, Facebook, and LinkedIn. These networks are used by customers to
connect with the people through online. These networks provide the competitive advantages in
different manners like lead generation, brand awareness, market research, relationship building
and customer service. The social network is also known as relationship networks which aid the
people and company to make a link with customers and to share the ideas and information
through online (Wang, et al., 2015).
In support to this, Kourouthanassis et al. (2015) stated that media sharing network is another tool
of social media which includes sources named YouTube, Snapchat, and Instagram. This network
is used to find and share the live video, photos, videos and other media online. This social media
is also beneficial for the organization because these sites are valuable to create brand awareness,
audience engagement, lead generation, and social marketing goal. Further, this network gives
added value to customers by attracting them through videos. Together with, it enables the
customers to find their desired brands through online social media such as live video, photos, and
video (Salvioni, 2016).
Benefits/Advantages of using Social Media
Law et al. (2014) stated that social media is effective to meet the competitive advantage of the
company in travel and tourism industry. Because it compelling and appropriate content which
will pull the attention of targeted customers and also gain brand transparency. Furthermore,
Grand Hyatt Hotel, Singapore can respond instantly to gain competitive advantages in the
hospitality industry because social media can create a positive image in the customer’s mind. It
can be cheaper as compared to traditional promotional and advertising activities.

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In favor to this, Minazzi (2015) opined that social content can indirectly enhance the links to the
website content by enhancing search traffic, universal search outcome, and online selling mode.
The company can also provide effective customer services and responds towards customer’s
feedbacks. Moreover, customers can assess the products and services through new channels such
as generating more leads. Social media also increases loyalty and advocacy among customers by
viewing them that company is always connected with customers (Xiang, et al., 2015).
Social Media Marketing
In view of Miranda et al. (2015), SMM is the practice of SM platform and websites which
promoted the products and services. Moreover, e-marketing and digital marketing both are
popular and exercised by the researcher and practitioners. Large numbers of social media
platforms are used as the data analysis tools as it enables companies to track the success,
progress, and engagement of advertisement campaigns. Along with this, Grand Hyatt Hotel,
Singapore can identify a wide number of stakeholders through social media marketing such as
existing and targeted employees, bloggers, existing and targeted customers, journalists and
general public (Xu, et. al., 2016).
The future of Social Media Marketing
In view of Neuhofer et al. (2014), SM platform is used to recognize the demand with respect to
personalization and customizability in their user bases. In the future, social media platforms may
move on towards the next stage which provides the power to users for generating their own
system regarding content provision. It will also enable the company to understand the intuition
like what an individual user wants from the company. In the last, it can be assumed that social
media starting to bleed into more other fields related to digital communication. For instance,
Facebook is starting to incorporate the characteristics such as digital assistants, Instant Articles,

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and search through the app to keep protect the users from leaving and exercising the another app
through their mobile devices (Patterson, et. al., 2017).
Research Methodology
For this research, both qualitative and quantitative research design is used by researchers.
Because, qualitative researcher helps the people to make theories and quantitative theories are
used to analysis of primary data. Along with this, both primary and secondary data is used by
researchers to collect the data about research issue. In this way, primary data is collected by
using the survey through questionnaire while secondary data is used by using different sources
such as journal article, textbook, and academic publication and online and offline sites.
Moreover, a researcher is used probability sampling technique for selecting the respondents from
population. Under this sampling technique, the simple random sampling method is used by
researchers where participants are selected on a random basis as it declines the possibilities of
biases from research (Neuhofer, et al., 2015). In this way, 50 users are selected as sample size
that uses social media and mobile technology for travel and tourism.
Questionnaire related to Research
Factors regarding Demographic level:
1. Please clarify your age-group:
A) Under 25
B) 25 to 40
C) 40 to 55
D) More than 55
2. Please tick your gender:
A) Feminine

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B) Masculine
3. Please specify which technology does u mostly used for travel and tourism?
A) Mobile technology
B) Social media
4. Please provide your experience of using mobile technology and social media in digital media
industry:
A) 1- 4 years
B) 5- 9 years
C) 10 - 19 years
D) More than 20
Question-related to objectives:
5. Do you agree that Mobile technology is a device that offers both transportable and immediate
access to data?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
6. Do you agree that mobile technology allows the customer to pay for products and services
without going on the location?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
7. What do you think about disadvantages for using mobile technology?
A) High expenses
B) Cyber Threat
C) Share confidential data to unauthorized people

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8. Can involvement of mobile 2.0 in Smartphone and multimedia phones allow you to access
your full choice of mobile such as texting, sending, capturing, viewing, listening and talking
facilities?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
9. What do u belief about positive aspects of using LTE Technology (4G)?
A) Provide high-speed wireless service
C) Provide core network
D) Improve satisfaction level of customer
10. Is 5G provides higher capacity and modern mobile wireless services as compared to existing
4G/IMT?
A) Yes
B) No
11. What is the role of using mobile technology for travel and tourism purpose?
A) Provide information of hotel through mobile application
B) Compare the price and accommodation of hotel by using mobile app
C) Provide facility to advance booking of hotel from different locations
12. In your opinion, Is Grand Hyatt Hotel, Singapore provided different services through mobile
technology?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
13. Do mobile services of Grand Hyatt Hotel, Singapore encouraging you to go further in this
hotel?
A) Yes
B) No

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14. Do you agree that social media is set of online communication media which is engaged in
content sharing, interaction, collaboration and community-based resource?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
15. Which social media method do you mostly used for getting information about hotels?
a) Twitter, Facebook, and LinkedIn
b) YouTube, Snapchat, and Instagram
c) Live video, photos, and video
16. Can social media is beneficial to assess the real facts about hotels through other customer’s
feedback?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
17. Can social media is beneficial for increasing awareness about products and services of
hotels?
A) Yes
B) No
18. Is social media marketing attracts you to purchase the products and services of particular
hotels?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
19. Is social media effective for you to get services with minimum price and high quality?
a) Yes
b) No
20. Can social media advantageous for you to get connected with the hotels?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]

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Case Study
Table 1: Age group
Age group
Mean 2.36
Median 2
Mode 2
Standard
Deviation
1.02539191
1
Sample
Variance
1.05142857
1
Chart 1: Age group
a) Under 25 b) 25-40 c) 40-55 d) Over 55
12
16 14
8
Age group
Age group
Table 2: Gender
Gender
Mean 1.5
Median 1.5
Mode 1
Standard
Deviation
0.50507627
2
Sample
Variance
0.25510204
1

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Chart 2: Gender
50%50%
Gender
Masculine
Feminine
Table 3: technology does u mostly used for travel and tourism
which technology does u mostly used for travel and
tourism
Mean 1.48
Median 1
Mode 1
Standard Deviation 0.50467205
Sample Variance 0.254693878
Chart 3: technology does u mostly used for travel and tourism
a) Mobile technology b) Social media
26
24
Technology do u mostly used
for travel and tourism
Technology do u mostly used for travel and tourism
Table 4: Experience of using mobile technology and social media in this industry
Experience of using mobile technology and social media in this
industry
Mean 2.7

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Median 3
Mode 3
Standard Deviation 0.90913729
Sample Variance 0.826530612
Chart 4: Experience of using mobile technology and social media in this industry
Table 5: Mobile technology offers both transportable and immediate access to data
Mobile technology offers both transportable and immediate access to
data
Mean 2.04
Median 2
Mode 1
Standard Deviation 1.105828713
Sample Variance 1.222857143
Table 6: Mobile technology allows the customer to pay for products and services without
going on the location
Mobile technology allows the customer to pay for products and services without going on the
location
Mean 1.76
Median 1.5
Mode 1
Standard Deviation 1.021403596
Sample Variance 1.043265306

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Table 7: Disadvantages of using mobile technology
Disadvantages of using mobile technology
Mean 1.7
Median 1.5
Mode 1
Standard Deviation 0.788954358
Sample Variance 0.62244898
Table 8: Can involvement of mobile 2.0 in Smartphone and multimedia phones allows you
to access your full choice of mobile
Can involvement of mobile 2.0 in Smartphone and multimedia phones allow you to access your
full choice of mobile
Mean 1.84
Median 1.5
Mode 1
Standard Deviation 1.094699661
Sample Variance 1.198367347
Table 9: Positive aspects of using LTE Technology (4G)
Positive aspects of using LTE Technology (4G)
Mean 2.02
Median 2
Mode 2
Standard Deviation 0.795138289
Sample Variance 0.632244898
Table 10: Is 5G provides higher capacity and modern mobile wireless services than existing
4G/IMT
Is 5G provides higher capacity and modern mobile wireless services than existing
4G/IMT
Mean 1.1
Median 1
Mode 1
Standard Deviation 0.303045763
Sample Variance 0.091836735

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Table 11: What is the role of using mobile technology for travel and tourism purpose?
What is the role of using mobile technology for travel and tourism purpose?
Mean 1.9
Median 2
Mode 2
Standard Deviation 0.788954358
Sample Variance 0.62244898
Table 12: Is Grand Hyatt Hotel, Singapore provided different services through mobile
technology
Is Grand Hyatt Hotel, Singapore provided different services through mobile technology
Mean 1.72
Median 1
Mode 1
Standard Deviation 1.08871765
Sample Variance 1.185306122
Table 13: Do mobile services of Grand Hyatt Hotel, Singapore encouraging you to go
further in this hotel?
Do mobile services of Grand Hyatt Hotel, Singapore encouraging you to go further in this hotel?
Mean 1.2
Median 1
Mode 1
Standard Deviation 0.404061018
Sample Variance 0.163265306
Table 14: social media is set of online communication media which is engaged in content
sharing, interaction, collaboration and community-based resource
social media is set of online communication media which is engaged in content sharing,

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interaction, collaboration and community-based resource
Mean 1.78
Median 1
Mode 1
Standard Deviation 1.074567
Sample Variance 1.154694
Table 15: Which method of social media do you mostly used for getting information about
hotels
Which method of social media do you mostly used for getting information about hotels
Mean 1.94
Median 2
Mode 1
Standard Deviation 0.818410605
Sample Variance 0.669795918
Table 16: Can social media is beneficial to assess the real facts about hotels through other
customer’s feedback?
Can social media is beneficial to assess the real facts about hotels through other customer’s
feedback?
Mean 1.72
Median 1
Mode 1
Standard Deviation 1.088718
Sample Variance 1.185306
Table 17: Can social media is beneficial for increasing awareness about products and
services of hotels?
Can social media is beneficial for increasing awareness about products and services of hotels?
Mean 1.24
Median 1
Mode 1

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Standard Deviation 0.431419
Sample Variance 0.186122
Table 18: Is social media marketing attracts you to purchase the products and services of
particular hotels?
Is social media marketing attracts you to purchase the products and services of particular
hotels?
Mean 1.84
Median 1.5
Mode 1
Standard Deviation 1.094699661
Sample Variance 1.198367347
Table 19: Is social media effective for you to get services with minimum price and high
quality?
Is social media effective for you to get services with minimum price and high
quality?
Mean 1.3
Median 1
Mode 1
Standard Deviation 0.46291005
Sample Variance 0.214285714
Table 20: Can social media advantageous for you to get connected with the hotels?
Can social media advantageous for you to get connected with the hotels?
Mean 1.72
Median 1
Mode 1
Standard Deviation 1.08871765
Sample Variance 1.185306122
Data analysis

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As per the above table, it is analyzed that both female and male participants have selected to
reduce the biases from the survey. Further, a large number of people is selected from 25-40 age
groups because they highly use technology. It is also assessed that mobile technology is mostly
used for travel and tourism as the mean of this analysis is 1.48 which is nearest to 1st option, as
well as the mode of this analysis, is 1 which also shows that mobile technology is frequently
used by customers as compared to social media technology. From the table, it can be also
analyzed that users have 10 to 19 years of experience of using mobile technology and social
media in this industry. Because, mean of this analysis is 2.7 which is nearest to 3rd option, the
median is 3 and mode are also 3. At the same time, the standard deviation is 0.90 and variances
are 0.82 which shows that there is high variation in the responses of customers.
According to the table, it can be stated that a large number of participant agrees with the
statement that mobile technology offers both transportable and immediate access to data.
Because, mean, mode, and median of this analysis is 2, 2 and 1 which shows that average
participants are agreed with this statement. It is also assessed that a large number of people was
agreed with the statement that Mobile technology allows the customer to pay for products and
services without going on the location as mean, mode and median of the responses are 1.76
which is nearest to 2, 1.5 which is also nearest to 2 and 1 respectively. It shows the average
number of people is agreed as well as high frequency of responses is strongly agreed. As well as,
there is high variation in responses of participants as it was analyzed by standard deviation and
variation.
It is also analyzed that a large number of participants agreed with this statement that social media
is beneficial to assess the real facts about hotels through other customer’s feedback. As well as, it
is also assessed that social media is beneficial for increasing awareness about products and

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22
services of hotels. In the last, it is also analyzed that social media is effective for you to get
services with minimum price and high quality. Further, it is also assessed that social media can
advantageous for customers to connect them with the hotels. Because, mean, mode, median
shows that a large number of people give responses to strongly agree.
Discussion and Recommendation
From the above analysis, it can be discussed that mobile technology and social media is
beneficial for the company to get the competitive advantages. It is also stated that that large
number of participants were agreed with the statement that mobile technology offers both
transportable and immediate access to data. This finding is also supported by the view of Ngai et
al. (2015), as it was stated that mobile technology is a mechanism which facilitates transportable
and immediate access to information. This technology incorporates transportable and instant
access to information. This technology includes the personal digital assistants, MP3 player,
Smartphone, laptop tablet PC, Ultra-mobile PC, and E-book reader.
From the data analysis, it can be evaluated that most of the respondents were agreed with the
statement that social media marketing attracts customer to purchase the products and services of
particular hotels. It is also analyzed that social media is effective for customers to get services
with minimum price and high quality. In the last, it is found out that social media can
advantageous for customers to get connected with the hotels. This finding is also favored by the
view of Palacios-Marqués et al. (2015), as it was opined that social media marketing is the
practice of social media platform which endorsed the products and services of the company.
Along with this, both e-marketing and digital marketing is used by hotels to create the brand
awareness.

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Conclusion
From the above interpretation, it can be concluded that both mobile and social media technology
marketing plays an effective role to for Grand Hyatt Hotel Singapore to build competitive
advantage. It can be also evaluated that mobile technology is easy to access the information
about the hotels as it delivers the added value to customers. Along with this, it can be
summarized that social media technology is also effective to create brand awareness among a
large number of customers because it directly connects the customers with the company. As a
result, it creates competitive advantages for Grand Hyatt Hotel in Singapore.

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