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Social Media and Mobile Marketing Assignment

   

Added on  2020-03-23

27 Pages6512 Words90 Views
Running head: EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETINGTo analyze the importance of Social Media Marketing and Mobile Technology In context ofGrand Hyatt Hotel Singapore to build competitive advantage
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EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING2Table of ContentsIntroduction......................................................................................................................................3Background of research...............................................................................................................3Objectives of the research............................................................................................................3Literature Review............................................................................................................................4Mobile Technology......................................................................................................................4Meaning and Concepts regarding Mobile Technology............................................................4The advantages/disadvantages of Mobile Technology............................................................4Web2.0/Mobile 2.0...................................................................................................................5LTE Technology (4G)..............................................................................................................55G Technology.........................................................................................................................6The Future of Mobile Technology...........................................................................................6The use of Mobile Technology in Hospitality Industry...........................................................6SM (Social Media).......................................................................................................................7Meaning and concepts of Social Media...................................................................................7Methods of SM.........................................................................................................................8Benefits/Advantages of using Social Media............................................................................8Social Media Marketing...........................................................................................................9The future of Social Media Marketing.....................................................................................9Research Methodology..................................................................................................................10Questionnaire related to Research..............................................................................................10Case Study.....................................................................................................................................14Discussion and Recommendation..................................................................................................22Conclusion.....................................................................................................................................23References......................................................................................................................................24
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EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING3Introduction 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 researchTo explore the meaning and definition of Mobile Technology and Social Media MarketingTo 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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EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING4Literature Review Mobile TechnologyMeaning 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. Inaddition, 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 theequipment and provides training for using mobile devices. Mobile IT devices can demonstrate
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EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING5the 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-termevolution 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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EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING6efficient for exercising LTE in different nations in which it can supports. Along with this, LTE isgenerally marketed as 4G LTE; however, it does not attain the technical measures of 4G wirelessservices which are defined in the series of 3GPP Release 8 and 9 documents (Stienmetz, et. al., 2013).5G TechnologyIn 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 TechnologyAccording 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 theall 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 IndustryAs 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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