Impact of Technology and Social Media on Business and Tourism

This report discusses the impact of technology and social media on the marketing strategies of companies and organizations in the last decade. It also explores the positive and negative effects of globalization on a chosen country or region. The report highlights the importance of social media in the tourism industry and how it has helped businesses attract customers and enhance their market image.

Foundations of
business and tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
SECTION A ....................................................................................................................................3
Developments in technology and social media impacted on way companies and organisations
market their products and services in last ten or fifteen years ...................................................3
SECTION B ....................................................................................................................................6
Globalisation as a phenomenon has impacted on country or region of your choice with their
positive and negative effects of phenomena ..............................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Foundations of business and tourism is defined as facing complexities of the organisation
which have arisen within business environment and to enhance overall flexibility. For business
this is significant to understand each situation and respective actions in order to correct the same
(Gretzel and et. al., 2015). On the other hand in order to perform in a better way technologies are
used by business which is moulded as per market requirements. In this project impact of social
media in business and impact of globalisation on UK is elucidated along with their positive and
negative implications. This analysis is helpful in expanding business profit in short range time
due to which overall market image can be improvised.
SECTION A
Developments in technology and social media impacted on way companies and organisations
market their products and services in last ten or fifteen years
Technological development are referred as vital aspect within business as these are
ensuring to develop appropriate innovation in businesses which enable them in attracting huge
customers so that these can be retained and lead a path to earn profits for the company. In the
current era of technological advancement and social media these are proven to be the most
appropriate ways to attract customers and understand their needs. These platforms are helpful in
retaining them for longer period of time so that their demands can be understood and met by
altering offerings in significant manner. Social media is associated with Facebook, Instagram and
many other online platform where information can be circulated on real time basis as in current
time people are highly active on social media. In the last ten to fifteen years high development is
seen in technologies and social media which is having positive implications on revenue and
profits of the company in global periphery (Du, Lew and Ng, 2019). In the industry of tourism
social media is having high impact in enumerating customer attraction and earning profit
thereon. Social media is consists of attractive images and impactful content through which
customer form any region may get attracted and this provides positive benefits for tourism
industry as well. In recent years numerous development has seen within social media which are
having high impact on organisation and businesses which are working in tourism sector. Rapid
change is seen in services or product delivery due to advancement in technology and this is

rendering improvisation in communication and technology of internet. The impact of these
advancement is elaborated as under:
 Advanced communication: One of the prominent development in technology and social
media is seen in advancement of communication by which effective relations can be
maintained with customer and this may lead in earning high profits as well (Holloway
and Humphreys, 2019). For example Marriott group of hotel is renowned in UK and this
development in social media has given them opportunities to earn high profits and
enhance their sales ratio by offering range of services to their stakeholders. In tourism
industry various methods of promoting their services so that to communicate with
potential customer at worldwide level. In the current time trend of social media is
increasing in tremendous manner and this is showing positive implication to
communicate with people which is helpful in gaining competitive advantage and to attain
high market.
 Individualisation: In conventional time information were not shared with society as this
was crucial at that time but as by passing of time people prone to share information on
social media platform. This is possible only due to technological advancement in social
media. For businesses such as tourist industry social media is proven to be the most
appropriate source by which prominent bond can be created with customer and services
can be customised according to their needs as this platform enable the businesses to
understand needs of potential customer. In the case of Marriott group of hotels
advancement of social media is helping them to provide facility to personalise their
products according to their demands and this establishes effective relation between
customer. With the help of social media experience of customer can be shared and this
provide edge on competitive environment in marketplace.
 Enhancement in goodwill: Due to development in technology and social media
goodwill of the businesses are showing positive sight within marketplace. With the help
of advanced technology goods and services can be promoted within marketplace and
loyal customers can be enhanced as through social media people promote their used
services or product with their known (Horner and Swarbrooke, 2016). This is helpful in
intensifying market share and customer base within short of time. In tourism customer are

attracted by the company by using social media and advertising their services over that
platform so that to earn large profits and enhance goodwill at global level.
 Promote innovation: Social media and technology is helpful in innovating business
offerings so that survival can be enhanced of business within global market and within
tourism industry social media is promoting innovations for businesses which enable them
to retain their market position. In the industry of tourism new innovation is 24*7 guide to
customer which is promoted through social media and in 20th century these innovations
are prominent to be handled by industry (Isa, Chin and Mohammad, 2018). On the other
hand social media has grown up as an innovation due to which strong position in
marketplace can be build by companies. This is assisting businesses in enhancing their
sustainability so that prominent position in the marketplace can be received by them. In
order to get global position social media is providing solutions to tourism companies as
most effective plans can b reached out to customer by appropriate path which is
understandable by them. Through social media any innovation can be reached out to
customer and can be adapted by them in effective manner this enable the organisation to
get effective position at marketplace and this is impacting their profitability in positive
manner. In the context of some tourism company say for example Intercontinental hotel
group with the help of innovation they have made their customer regarding the same
which intensifies their overall profitability.
By examining the above discussion which portrays that in order to buy and sell goods
social media is having positive implications and this is helpful for the business to get connected
to their customer in most effective manner. On the other hand social media is assisting the
tourism businesses in managing their customer and rendering them customised services in order
to obtain their high level of satisfaction. Similarly social media is helpful in managing brand
image as customer experiences can be shared on real time basis which enable the business to
receive high competitive edge.

SECTION B
Globalisation as a phenomenon has impacted on country or region of your choice with their
positive and negative effects of phenomena
Globalisation: This is referred as integration and interaction of people, companies and
various government into one so that to bring world's economy closer. This is helpful in
enhancing market share of the business in global economy. Globalisation is associated with
currency exchange, technologies, culture, beliefs, capital in the global economy. Globalisation is
helpful in establishing connections with various region and country. Globalisation is assisting in
effectively trading and providing movement and enable businesses to deal in various countries
with the same product (Vila, Darcy and González, 2015). This aspect is helpful in developing
world's economy and getting prominent position at global economy. Globalisation is having
positive and negative impact which is shown as under:
Impact of globalisation in positive way
 Enhancing trade: Globalisation is helpful in enhancing trade activities within UK as
various companies are willing to expand their business and due to reduction in trade
barriers which helps them to gain competitive position within marketplace. UK is known
for their financial services and video gaming so these products and services are exported
to various countries which is helping the country to enhance their trade with another
countries. This is generating high job opportunities for people in various regions as
globalisation enable the business to eliminate trade boundaries. For industry of tourism
globalisation is eliminating borders due to which business expansion can be enumerated
in different regions (Pratt, 2015).
 Accumulated competition: With the help of globalisation competition has been
intensified as level of competition has increased within local and national territories due
to which large customers are attracted towards the business. For industry of tourism
globalisation is making the businesses to face high rivalry as at every region there are
different service providers are existing and this enable them to serve each class of people
according to their preferences. On the other hand due to high level of rivalry consumer
get their required services or product in comparatively low prices which helps the society
to raise their standards.

 Movement: Globalisation is provide assistance for various migrants to enter in various
marketplace of UK as this is helpful in giving the business labour with low cost and this
can lead the business to take out best outputs. On the other hand this is increasing overall
standard and GDP ratio of the nation (Dimmock and Musa, 2015).
 Tax Avoidance: The best part of globalisation is that high tax rates get inclined towards
low tax rate which improves overall profitability of the business. In tourism industry
globalisation is impacting the economies in collecting funds as reserves.
 Foreign direct investment: This is the most beneficial impact of globalisation is that
high FDI is seen in UK due to reduction in trade barriers. This is helping the nation to
build up their reserves and enhance their cash reserves as well. For tourism industry
globalisation is helpful for them in encouraging FDI due to which needs and demands of
customer may be accommodated in prominent manner.
Impact of globalisation in negative way
Globalisation is impacting a region or country in negative manner as this generates
various adverse aspects such as diminished capital flow, terrorism attack etc. some of the
negative aspects are elucidated as under:
 Insecurity in jobs: Globalisation lead to generation of job insecurity as due to
globalisation cheap labour are imported form other countries which lead to insecurity of
job to local people. Labours are exploited due to globalisation and this is impacting
overall economy of UK in adverse manner. On the other hand this is having negative
impact on spending power of population due to which overall local economy gets
diminished.
 Variation in prices: One of the major negative impact of globalisation is that prices get
fluctuated as every country is having their own rules regarding taxes and inflation rate.
This enhances overall competition due to which losses can be faced by businesses
operating in those countries (Kirilenko and et. al., 2018). This is impacting economy of
UK in negative manner as income of working companies get decreased and due to
differences in tax rates liabilities cannot be paid by nation in significant manner.
CONCLUSION
Form the above detailed report report this can be concluded that in business environment
foundation of business within tourism is having high developments and by using social media

and other advancements the businesses are encouraged and earning high profits along with
sustainability as well. These concepts are associated with social media development and various
development through which company may have positive inclination towards attracting their
potential customers at once. Technologies are helpful for the business in boosting their sales and
longevity which is promoting good and services of business. Similarly globalisation is providing
high benefits to the economy in their development along with this globalisation is pertained with
various negative aspects such as job insecurity and many more.

REFERENCES
Books & Journal
Dimmock, K. and Musa, G., 2015. Scuba diving tourism system: a framework for collaborative
management and sustainability. Marine policy. 54. pp.52-58.
Du, D., Lew, A.A. and Ng, P.T., 2016. Tourism and economic growth. Journal of Travel
Research. 55(4). pp.454-464.
Gretzel, U. and et. al., 2015. Conceptual foundations for understanding smart tourism
ecosystems. Computers in Human Behavior. 50. pp.558-563.
Holloway, J.C. and Humphreys, C., 2019. The business of tourism. SAGE Publications Limited.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Isa, S.M., Chin, P.N. and Mohammad, N.U., 2018. Muslim tourist perceived value: a study on
Malaysia Halal tourism. Journal of Islamic Marketing.
Kirilenko, A.P. and et. al., 2018. Automated sentiment analysis in tourism: Comparison of
approaches. Journal of Travel Research. 57(8). pp.1012-1025.
Pratt, S., 2015. The economic impact of tourism in SIDS. Annals of tourism research. 52.
pp.148-160.
Vila, T. D., Darcy, S. and González, E.A., 2015. Competing for the disability tourism market–a
comparative exploration of the factors of accessible tourism competitiveness in Spain and
Australia. Tourism Management. 47. pp.261-272.