Social Media Marketing for Holiday Inn
Added on 2020-02-05
27 Pages8115 Words200 Views
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Research Project1
TABLE OF CONTENTSChapter 1..............................................................................................................................................31.1 Aims of the research..................................................................................................................31.2 Objective of the research...........................................................................................................3Chapter 2..............................................................................................................................................32.1 Introduction, concepts, and theories..........................................................................................32.2 Main body..................................................................................................................................42.3 Conclusions................................................................................................................................7Chapter 3..............................................................................................................................................83.1 Research methods......................................................................................................................83.2 Research instruction and Gantt chart.......................................................................................103.3 Sampling..................................................................................................................................113.4 Ethical issue:............................................................................................................................113.5 Data analysis and interpretation...............................................................................................11Chapter 4............................................................................................................................................14Finding and discussions.................................................................................................................14Chapter 5............................................................................................................................................20Summary, conclusion, and recommendation.................................................................................20TASK 4...............................................................................................................................................21REFERENCES...................................................................................................................................22APPENDIX........................................................................................................................................252
ACKNOWLEDGEMENTIn the following research, I owe to the heartiest gratitude to my mentor who guided and motivate me with his knowledge and skill. His guidance and effective standards motivated me to carry pout the whole dissertation in right manner. In addition to this I like to thank my colleague and team members who aided me in collecting information for study.ABSTRACTIn the following research project I have use the various books, journal and magazines in order to collect the secondary data.CHAPTER 10.1 IntroductionThe following project reports is going to define the impact of social media in the hotel industry. Inorder to analyse this implication, research will use the effective data collection method. Socialmedia play a very important role through which company can directly touch with customers and getreview. In the hospitality industry, social media assist in increasing the sales and profitability byattracting the customer.1.1 Aims of the researchAimTo critically analyze the impacts of social media on hotel industry: A study on Holiday InnHotel-Camden Lock Hotel, London. 1.2 Objective of the researchObjectives To understand the meaning of social media and its different typesTo determine the applications of social media initiative for hospitality industry of LondonTo explore the impacts cause by social media on Holiday Inn Hotel-Camden Lock Hotel,LondonTo suggest the new ways by which Holiday Inn Hotel-Camden Lock, London shouldincrease the effective use of social media for various benefits. 1.3 Rationale of the studySocial media is very important source in the business organisation through which company canincrease the sales and profitability. The following project report provides depth understanding and3
knowledge about the social media channels and its importance in the business organisation. Withassistance of the social media channels, company can improve the sales and profitability ofbusiness. In addition to this, present research study focuses upon detail description of all relatedsocial media implication through which company can ensure better growth and performance in themarketplace.1.4 Importance and significanceThe following research project assist researcher in enhancing his knowledge and understand aboutthe topic of social media in the hospitality industry. The study will be effective for those whobelong to field of literature review and they will find source of information.1.5 Research question◦What is the meaning of social media marketing?◦Define the implication of social media I the hospitality sector?◦What are various tools and techniques of social media?◦How company can improve the sales and profitability by use of social media tool?What are different ways of implementing social media techniques in the hospitalityindustry?CHAPTER 22.1 Introduction, concepts, and theoriesThere are several factors that contribute to the process of proposed research projectselection. The first one has kept career path in focus where the researcher wants to like to make thecareer in the future in hospitality industry after completion of studies (Bauer, 2014). For this,several months have spent on selection of the research subject so that prepare study on chosen areaof investigation can help in to get a better job in future in any hotel of London. On the other hand,the topic of interest of scholar has another reason behind selection of research topic. At the time ofpick study theme, the researcher has involved in it for months because of interest in this area. Dueto this, investigator has given huge inputs to analyze the issues face by hotel industry of Londonrelated to social media applications (Billig and Waterman, 2014). Along with this, knowledge onselected research topic for the investigation has one of the factors. The researcher has the sufficienttheoretical knowledge on social media and in this respect to utilize them, it has decided by thescholar to transform that information in the practical form. Apart from this, to complete thegraduation degree, the researcher wants to prepare a research project in hospitality industry area. In4
this context, it has decided by the scholar to choose social media importance for organizations inthis business sector (Billig and Waterman, 2014). 2.2 Main bodyMeaning of social media and its different typesAccording to Bruhn, Manfred, Schoenmueller and Schäfer, 2012 social media is thecollective of online communications channels dedicated to community based input, interaction,content sharing and collaboration. It is a computer mediated technology that allows creating andsharing of information, ideas, career interest and other forms of expression via virtual communitiesand network. According to Chan, Ling and Guillet, 2011 social media is a wider platform throughwhich business can promote and advertise their products and services in the market. Social mediafacilitates the development of online social networks by connecting users profile with those of otherindividuals and group. Social media includes popular websites such as Facebook, twitter, etc. Withassistance of these websites, people can interact and communicate with each other. According toDinan, 2000 social media technologies take many forms including blogs and business networks. Asper the views of Fotis, John, Buhalis and Rossides, 2012, social media is a big platform wherebusiness enterprise can introduce its products and services and also, it can provide informationabout the prices, features, discount, etc. Along with this, author has further stated that there are 10types of social media platforms that are social networking, video sharing, live streaming, microblogging, blogging, social news, photo sharing, etc. There are various examples of social mediasuch as Facebook, twitter, Google+, LinkedIn, Reddit, Pinterest, etc. Social networking platformallows users to connect with other people who have similar interests, likes and experiences. Thesetypes of platforms allow individuals to share and consume information across its network and tojoin, create and participate in the group. In the social networking, various kinds of platforms areincluded like Facebook, LinkedIn and Google+. Another type of social media is video sharing inwhich video platforms users upload videos that can be shared specially to that platform as well asall across the internet. According to Hays, Stephanie, Page and Buhalis, 2013 video sharingplatform assists user to upload and download the video. There are 1.3 billion users who watchalmost 5 billion video per day. Another important type of social media is live streaming that is aplatform which provides its users to broadcast and watch live video from their computers andsmartphones. According to Hjalager and Anne-Mette, 2010, Live streaming have various kinds ofplatforms like periscope, blab, etc. Micro blogging is a platform that allows users to share contentand information in short, little, blurbs. There are several Twitters like micro blogging sites out there,5
but they tend to be most popular in Asia. In this include the twitter which is one of the better knownmicro blogging platform out there and is famous for its 140 characters limit for each past. Tumbleris quite effective and it also has the reputation for having a significant amount of the adults. In thewords of Hvass, Kristian and Munar, 2012 social news is another type of social media which goesover some people head. It is a platform like Facebook can be used to achieve some of the sameresult. Social news can use with the help of Digg, Reddit etc. Liu and Zhenhua, 2003 stated thatphoto sharing special type of social media which can used with the help of Instagram, flickr etc.Content duration is a platform of social media which has a big part of maintaining killer socialmedia. Google is obviously handy for this but there are entire social media platforms dedicated tocurating content. According to Miguéns, Joana, Baggio and Costa, 2008, wiki are collectives’platform of social media where users contribute articles to create sites full of vast information.Applications of social media initiative for hospitality industry of LondonAs per the view of Hjalager and Anne-Mette, 2010 social media is the wide platforms whereanyone can easily get interact and communicate with each other. In the context of hospitalityindustry, social media assist to the corporation in order to announce the information about theservices and their features. With assistance of social media, company can easily transfer theinformation about accommodation facilities and services to the customers. In order to convey theinformation to customers and develop the relationship with them, firm can use the various kinds ofapplications of social media. In the context of hospitality industry, there are major five applicationsof social media that is information dissemination, ongoing customer engagement, just in timemarketing, extending concierge service and service recovery. On the other hand, as per the viewpoint of Sigala, Marianna, Christou and Gretzel, 2012 Information dissemination, various socialmedia channels are suitable for sharing various types of information. For instance, you tube can beused to create a video library of the hotels including guided tours of the facility and the surroundingattractions, special features, interview with staff and customers. Social media platform such asflickers and pinterst can be used to upload the image of the different area of hotel and surroundinglocales. With assistance of the various channels of social media hotel's information can easilytransfer to the customers. The information conveyed on social media improves the decision makingprocess for potential guest, especially because it can be shared in real time. The cited author Stelzner and Michael 2011 stated that information dissemination is theimportant application for social media. In the contradicting view Hjalager and Anne-Mette, 2010stated that ongoing customer engagement is another significant application of the social mediawhich create a buzz around the brand by conducting contests and employing gamification strategieson social networking channels like Facebook. In this manner social media assist corporation to6
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