Investigating the Role of Social Media in the Hospitality Industry

The provided content includes various research papers and articles discussing the role of social media in the hospitality industry, including topics such as customer relationship management, destination choice, sustainable supply chain management, and hotel marketing. The studies explore how hotels can leverage social media to improve their services, engage with customers, and increase brand awareness. Additionally, there are also online resources that provide insights on the benefits of social media marketing and its importance for business organizations.

HOSPITALITY BUSINESS

Table of Contents
Introduction..........................................................................................................................................3
Literature reviews.................................................................................................................................3
What is social media........................................................................................................................3
Use of Social Media for the organisation........................................................................................3
Current social media strategies are used by organisation................................................................6
Developing social-media strategies for organisation in the hospitality sector................................7
Conclusion............................................................................................................................................9
references............................................................................................................................................10

INTRODUCTION
Hospitality sector consists of many types of business such as restaurants, lodging, event
planning, transportation, theme parks, cruise line as well as many other additional fields within
same industry. Development of Hospitality business is necessary for the country to provide better
services and products to its consumers (Leung and et.al., 2013). Wright Brothers is a hospitality
organisation which offers sea food to all types of consumers in the United Kingdom. The present
report introduces development of social media as well as mobile technology in hospitality industry.
Further, it represents utilization of social media for employees of Wright brothers. It also reveals its
importance for effective development of restaurant in the nation. Further, it also laid emphasis on
current social media strategies of the corporation in hospitality sector. In addition to this, it gives
proper suggestion to improve present business plans of Wright brothers to increase its business in
the United Kingdom.
LITERATURE REVIEWS
What is social media
According to Ladkin and Buhalis (2016), Social media are tools of information technology
which enable the people or organisation to share and create exchange information, career interests,
ideas and videos in virtual communities as well as networks. Further, It is explained as a group of
Internet-based applications which helps in building ideological and technological foundations
(Ladkin and Buhalis, 2016). As per Sigala, Christou and Gretzel (2012), It also assist people,
hospitality and other type of organizations to manage online, advertising as well as promotional
activities in the nation (Sigala, Christou and Gretzel, 2012). In addition to this, Ayeh and et.al
(2012), social media are completely dependent on mobile and web-based technologies which aid in
building highly interactive platforms with the contribution of organisational employees (Ayeh and
et.al., 2012). According to Kwok and Yu (2013), There are many social media tool for the
organisation like You Tube, Facebook as well as twitter which contribute effective role for Wright
brothers to promote its products and services in the United Kingdom (Kwok and Yu, 2013).
Use of Social Media for the organisation
Uses of social media are very important for Wright brothers to stay for long time in the
hospitality industry of UK . According to Jeffrey and Paul (2012), social media is a promotional
tool for every type of the organisations which contribute effective role in creating create awareness
in consumers about its products and services in the nation (Jeffrey and Paul, 2012). As per above
statement, it can be used for Wright Brothers’ restaurant which can help in increasing business of
sea food by providing them with effective knowledge and services to consumers in the market. As
per Da Mota, Wada and Fraga (2013), Social media can give effective information about current life

style, trends and requirement of consumers which can help Wright brothers to develop effective
promotional plans to attract more consumers as comparison of before in the UK (Da Mota, Wada
and Fraga, 2013). However, with help of Social media, management of Wright brothers can not
target all type of people in the nation. There are many types of consumers like old person who do
not use social media applications as compare to youngsters in the United Kingdom (Verma, Stock
and McCarthy, 2012).
According to Sanliöz Özgen and Kozak (2015), adopting social media service can help the
organization in spreading information to consumers about online marketing in the hospitality sector.
In addition to this, it is also used for creating awareness regarding discount schemes, various offers,
other information as well as launching of new products to consumers in United Kingdom (Sanliöz
Özgen and Kozak, 2015). As per Crotts, Magnini and Zehrer (2012), this also contribute effective
role for restaurant to increase its business by enhancing brand value. Further, it also helps the
management of organization to expand its market share in the hospitality industry (Crotts, Magnini
and Zehrer, 2012). On the other side, it increases many efforts and work load on the staff members
in the Wright brothers. As per above statement, it is necessary for the organisation to expand its
business activities in rural and urban areas of United Kingdom (Hays, Page and Buhalis, 2013).
According to Rosman and Stuhura (2013), Management of Wright brothers can use social
media for its real time updates in hospitality sector. This process can help the firm to provide
effective information to employees like its achievements and changes in business schedules
(Rosman and Stuhura, 2013). On the other side, It can not performed by Wright brothers because
social media can not provide effective safety of its data at work place. As a result, it can create loss
of monetary funds for the organization. In addition to this, social media tools can create issue for
the Wright brothers to manage its business operations in hospitality industry (Munar and Jacobsen,
2014).
Importance of social media for hospitality organisations
Social media also play important role for hospitality organisations to manage promotional
activities in the country. As per Pickett (2013), management of organisation can build effective
relationship with consumers by using social media. In addition to this, Social media is necessary for
restaurant to know thoughts of consumers regarding its hospitality services in the market. Generally,
customers can post comments on the products and services about sea foods on internet (Pickett,
2013). According to Zeng and Gerritsen (2014), Social Media can are significant for the
organisation to make effective policies on the basis of positive and negative comments of people
which can help to increase its sales in the hospitality industry. This way, Wright Brothers restaurant
can easily identify perceptions of people towards its commodities and services in the nation.

Further, the firm can develop products and hospitality services according to the taste and
preferences of the customers (Zeng and Gerritsen, 2014). However, it provides brief views of
consumers in the rural and urban areas which can create complexities for Wright brothers to design
new services for reliability of consumers in United Kingdom (Minazzi and Lagrosen, 2013).
Further, as per above statements, Wright brother can consider social media as an important factor to
develop promotional as well as competitive strategies in hospitality industry. If the strategies are not
developed, then the, organisation can face problems regarding implementation of marketing plans in
the market.
According to Bolton, and et.al (2013), social media is essential for Wright brothers
restaurant to personally contact with consumers in the country. This can help the company to know
about the requirements and needs of the consumers. It can assist in increasing its sales by earning
more profit from the users (Bolton, and et.al., 2013). However, it can be typical and time
consuming process for employees of Wright brothers. In addition to this, it requires efficient human
resource to manage these types of promotional operations in United Kingdom (Tham,Croy. and
Mair, 2013).
As per Demers (2014), Social Media can contribute effective role for Wright brothers to
provide proper answers of consumer questions in a appropriate manner in the nation. It can help the
firm to increase the numbers of consumers at restaurant by solving their maximum queries in the
market (Demers, 2014). In addition to this, According to Kim, Lim and Bryme (2015), it can help
the Wright brother to increase its brand value by increasing trust of customers in the hospitality
sector of United Kingdom. This way, social media can aid the firm to enhance positive image in
mind of consumers. Further, Wright brothers restaurant can earn effective income as well as
revenues from the consumers as comparison of other competitors in the market (Kim, Lim and
Brymer, 2015). However, this process can produce to many difficulties for management of Wright
brothers to handle the consumer queries. Further, It create issues for organization to solve all issues
of consumers in the hospitality sector (Xu and Gursoy, 2015).
As per Demers (2014), 92% of marketers in 2014 suggested that social media was important
for hospitality business and its development in the market. They also claimed that 80%
organisational efforts help to increase traffic at websites of hospitality corporations. In addition to
this, 97% of marketers are currently using in social media. So it is also useful for Wright brothers to
develop its growth in the nation (Demers, 2014). On the other side, 85% of participants do not
confident about the social media tools in order to use in the market as per its suitability.
According to Mazanec and et.al (2015), Social Media plays major role to achieve
opportunities by consumers in the market. It can help to increase sales of products and services by

considering consumer opinions which can aid to enhance the revenues of Wright brothers in the
market. In addition to this, it can also contribute effective role for restaurant to increase its
efficiency and performance in the hospitality industry of United Kingdom (Mazanec and et.al.,
2015). On the other side, understanding effective opportunities among the all them are very typical
task for staff members which creates so many complexities to manage proper operations of Wright
brothers in the market (Desai and Eric, 2015).
Current social media strategies are used by organisation
According to Melián-González and Bulchand-Gidumal (2016), management of Wright
brothers do not use proper social media strategies to attract the customers in the hospitality market.
Currently, restaurant uses mail marketing, pop ups and Search engine optimization to promote its
product and services in the country (Melián-González and Bulchand-Gidumal, 2016). It is described
below the paragraph.
Mail marketing: As per Mohammed, Guillet and Law (2015), it is optimistic approach for Wright
brothers in the nation. It contribute effective role for organisation to increase its business in the
hospitality industry. In addition to this, It lures good numbers of people to use organisational sea
food as well as other hospitality services. Further, mail marketing helps the firm to earn good
amount of profit and revenues in the market (Mohammed, Guillet and Law, 2015). According to
Martin, Rosenbaum and Ham (2015), it affects the business of restaurant because Wright brothers
does not use complete social media strategies due to shortage monetary funds in the market of
United Kingdom. Due to this reasons, Sales of organization is stable in all cities of country. In
addition to this, frequency of consumers do not increased due to ineffective utilization of social
media strategies in the United Kingdom (Martin, Rosenbaum and Ham, 2015).
Pop ups strategy: According to Wilson-Wünsch and et.al (2015), it is better approach to promote its
hospitality products and services in the market. It contribute effective role for Wright brothers to
increase its sales by showing more pop ups to the consumers. In addition to this, it helps the firm to
enhance its appropriate image front of customers in the market. It aids the firm to increase numbers
of consumers at restaurant in the nation (Wilson-Wünsch and et.al., 2015). On the other side,
management of corporation use pop ups social media strategy for long time in the market. As per
changing trend, people of United Kingdom does not read pop ups properly due to threat of security
and malware viruses in the country (Leung, and et.al., 2013). So it create less awareness as
comparison of other strategies regarding hospitality products and services of Wright brothers.
Search engine optimization (SEO): According to Ladkin and Buhalis (2016), It is the best option to
capture appropriate traffic from search engines. Management of Wright brother use SEO social
media strategy to increase its frequency of consumers. Further, restaurant maintain effective

relationship with google, yahoo and other search engines companies. This process provides huge
reliability to bring name of Wright brothers in top ten lists in the nation (Ladkin and Buhalis, 2016).
As per Sigala, Christou and Gretzel (2012), SEO techniques contribute effective role for
organisation to attract many consumers towards Wright brothers. In addition to this, it also helps in
creating awareness regarding organisational products and services in the market (Sigala, Christou
and Gretzel, 2012). On the other side, changing needs, requirement as well as lifestyle of consumers
affect Search engine optimization strategy in the nation. So management of Wright brothers has to
emphasize to update the process as per consumers needs in United Kingdom. Then after, SEO
methods give effective help to increase its business activities in the hospitality sector (Ayeh and
et.al., 2012).
As per Kwok and Yu (2013), these strategies are so effective which help in attracting many
consumer at restaurant in the country. As per new current trend and time, some of techniques do not
appropriate to increase its business rapidly in the hospitality sector of the United Kingdom. So
management of Wright brothers have to use new social-media strategies to earn effective income
and revenues by increasing ways of promotional strategies in UK (Kwok and Yu, 2013). Da Mota,
Wada and Fraga (2013), These methods help in building optimistic brand value on the front old as
well as new customers in the nation (Da Mota, Wada and Fraga, 2013).
Developing social-media strategies for organisation in the hospitality sector
There are many new social-media strategies for Wright brothers restaurant in the country.
Some of them are represented below in the paragraph.
According to Verma, Stock and McCarthy (2012), management of organisation can use face
book, you tube as well as twitter to promote its hospitality services and sea food in the nation. So
this type of social media technique can play important role for Wright brothers to increase its
business activities by increasing awareness in youngsters and adults in the nation (Verma, Stock and
McCarthy, 2012). Further more, As per Sanliöz Özgen and Kozak (2015), most of people of uses
Face book, you tube as well as twitter in the United Kingdom. So management of organisation can
increase promotion activities on them as per consumer trends (Sanliöz Özgen and Kozak, 2015). On
the other side, there are many restaurants who give its advertisements to attract the consumers on
these social media. So customers can be attracted by using new promotional style on the social
media but these things consume so much time to lure the people (Crotts, Magnini and Zehrer,
2012).
Hays, Page and Buhalis (2013), You tube can help the Wright brothers to update new
advertisements of new and exiting products and services in many areas of UK. It can help the firm
to increase information in people regarding sea food of restaurant in the many cities of nation. In

addition to this, it can help to increase frequency of consumers at restaurant (Hays, Page and
Buhalis, 2013). As per Rosman and Stuhura (2013), management of Wright brothers can read
positive and negative comments of the customers regarding its products and services. So You Tube
can help the firm to know the requirements of consumers which can contribute effective role to
meet out needs of them in the hospitality sector of UK. Further more, it can also help the Wright
brothers to improve its current image front of people in the market. Social-media plan can help the
firm to increase its revenues by increasing sales in hospitality sector (Rosman and Stuhura, 2013).
However, there are many video of individuals and organisations which are uploaded them on the
you tube. So some times, videos of Wright brothers can not be become popular which can create
issue to promote its new services in the hospitality industry (Munar and Jacobsen, 2014).
According to Zeng and Gerritsen (2014), twitter is most appropriate social media tool which
can be used by Wright brothers in the nation. In addition to this, twitter can effectively help the firm
to promote its products and services which can give better contribution to expand its organisational
business in the hospitality industry of United Kingdom (Zeng and Gerritsen, 2014). As per Minazzi
and Lagrosen (2013), This social-media tool is used by all kind of people like youngsters, middle
age as well as older in the nation. It can contribute effective role for Wright brothers to enhance
consumer stack at restaurant in the major cities of UK. It can help to increase effective market share
by increasing income of organisation from consumers in the hospitality sector (Minazzi and
Lagrosen, 2013). Further more, Bolton and et.al. (2013), it can aid to increase brand image of
Wright brothers front of maximum consumers in the nation. As per my view, management of
organisation can use twitter social media tool in order to promote its hospitality services in the
nation (Bolton and et.al., 2013). On the other side, twitter social-media tool consumes so much
monetary funds which can create complexities to manage money for Wright brothers in the market
(Tham, Croy and Mair, 2013).
Implementation of new social-media strategies
According to Kim, Lim and Brymer (2015), management of Wright brothers requires so
many human resources and technological tools at work place. Organisation needs many IT experts,
executives as well as managers to execute technological operations. In addition to this, leaders of
the restaurant has to design and make proper strategies in order to implement social-media
strategies (Kim, Lim and Brymer, 2015). As per Xu and Gursoy, (2015), Wright brother has to make
contact with You Tube, Face book as well as Twitter to promote their products by paying certain
amount in the nation. Further, organisation has to purchase proper equipments and servers to upload
information regarding new and existing hospitality services and products at the work place (Xu and
Gursoy, 2015). Mazanec and et.al (2015), management of organisation has to prepare proper layout

to install all equipments and server to management of IT operations at work place. Then after,
Wright brothers can implement new social-media strategies at work place (Mazanec and et.al.,
2015).
CONCLUSION
From the report, it is found that utilization of social media contribute effective role for
Wright brothers to manage its promotional strategies in a appropriate manner. Implication of social-
media strategies help organisation to create optimistic knowledge and information in consumers
which aid to increase its business in the United Kingdom. In addition to this, current social-media
strategies do not help the to increase business in better way which produces issues of organisation in
the hospitality industry. It can be concluded that new suggested strategies provide effective support
to Wright brothers for gaining appropriate market share which also contribute effectively to
complete its mission and vision in the nation.

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