Impact of Social Media Over Hospitality Industry Assignment

Research Project

ABSTRACT
Main purpose of this research is to explore detail information about the impact of social
media over hospitality industry. Social media is important for Hilton group to introduce their
services among different visitors and improve relationship with them for long time. In this report,
some issues was faced by organisation while using social media as a type of marketing tool such
as reputation management, security etc. To overcome all these issues Hilton Group should follow
certain ways such as giving training, maintaining records etc.

SUMMARY
This report is based on impact of social media upon business performance of hospitality
industry. In order to explore information or data about this topic, different steps are taken by the
researcher which are determine as under:
Chapter Preview
This part of the research is effective in previewing of the chapters that provides a
significant base to the overcome with the research issue. The preview of chapters are associated
as below:
Introduction: This is the primary stage of an investigation work as in this the proper
specification of the project has been given and research aim and objectives are mentioned to
provide support to the overall work.
Literature Review: This is also an important part of an exploration work and this section is
effective in conducting in-depth analysis on the research with through analysing views and
opinion of various authors and writers.
Research Methodology: This chapter is an effective portion which comes after literature review.
It encompasses of several tools, methods or techniques which is used to collect or gather the
information in order to get reliable and valid results.
Data Analysis: This is also an integral part which contain the analysis or evaluation of collected
data from research questions. It render the clear data through findings which enable the
researcher to identify the whole nature of the research.
A Critical Appraisal, Recommendations & Suggestions for Further Work:In this chapter
researcher evaluate the whole study and provide appropriate suggestions related to the areas
improvements required.
Conclusion: This is the final chapter of the research in which researcher conclude the whole
study based on research objective and aim.

TITLE :
“To identify the impact of social media on the improvement of business
performance on hospitality industry".
Chapter 1: Introduction
Overview of the Research
The precedented and accelerative prevalence of the internet has change the significant
development of user- create content over different societal piece of ground, that have stated as
the key aspect of data for both buyers and organisations. Social media has determined as an
essential aspect which is having a significantly essential function in different prospects of the
hospitality sector, involving easy services, process improvement, guest satisfaction etc. The
understanding of social media networking has developed, much like another innovations, and is
becoming progressively well-informed with advancement in technology. In this present
investigation work Hilton Group is the chosen organisation, It is a leading North American
multinational hospitality business which assistant and franchises a wide portfolio of hotels and
resorts. The firm was mainly formed as a well reputed and leading hotel firm in the year of 1919
with the contribution of Conrad Hilton. In the growth in popularity; social media networking
sites has led social media system to become a worldwide process (Ananda, Hernández-García
and Lamberti, 2016). The tool of social media is the widely used tool that has a huge influence
on improvising the operations of an organisation, thus social media tools involve Facebook,
twitter, YouTube, Instagram etc. that plays vast role in establishing effective communication
channels among organisations or its customers at global level.
Purpose of the Research
An investigation into consideration is based on the influence of societal aspect on the
business performance of Hospitality industry. Social media has recently been used by each small
as well as large business firms’ involving marketing programme. There by the marketing plan
involved a mix of advertisement, public relations, their sales promotion to develop a customer
focused content (Broekemier, Chau and Seshadri, 2015). The growth of hospitality industry is
based on the customer base, thus social tools are effective in enhancing the overall transaction of
the business by execution of direct communication channel with customers. The potential
purpose of this investigation is to developing the thought and cognition area of people,
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researcher and students who are willing to know about the influence of social media as the
potential tool for developing the operations of hospitality industry. The enhancing knowledge
assist a person in achieving their future goals in appropriate manner. The skills of conducting an
investigation will also improved towards the chosen area of work.
Research Aim:
"To identify the impact of Social media on the business performance on hospitality
organisation. A Case study on Hilton Group."
Research Objectives:
 To get the knowledge about the social media tools and techniques.
 To identify the impact of social media tools and techniques on a hospitality firm like
Hilton Group.
 To analyse the influence of social media tools and techniques on the business
performance of Hilton group. To recommend appropriate solutions to any sort of issues that are taken in the
consideration by Hilton Group.
Research Question
 Is the social media platforms effective for carrying out the proper marketing operations?
 Is the social media platforms that are been used are effective for a hospitality firm like
Hilton Group?
 Are you aware of the issues and limitation that are been faced by Hilton Group? Are the recommendatory measures that are been taken within the organisation are
adequate for Hilton Group?
Research Approach and Methodology
Research methodology and approach is considered as the essential part of an exploration
work as it provides an appropriate vision to the researcher to use suitable methodology that
supports the literature in appropriate manner. The selection of methodology is depend on the
information which support the research in proper manner as in this data has been accumulated
from different sources. A research is either qualitative or quantitative in nature (Campbell,
Martin and Fabos, 2018). In the present research work qualitative research is most suitable to
develop proper theoretical frame work with the support of theories or hypothesis. In this
inductive research approach will also support the literature via conducting detailed analysis on
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the specified area of study. In this interpritivism research philosophy will be supportive in
providing proper detailed through analysis of the perception of authors and writers.
3

Chapter 2: Literature Review
This is the most effective part of investigation work thus it is effective in providing in-
depth evaluation of the selected area of issue. This section is effective in developing a
appropriate theoretical framework for providing support to the investigation. In addition, it
discusses and analyses published data in a specific subject area. It is a broad concise of past
study on a particular area of study (Georgescu and Popescul, 2015). This section of research
includes different number of published research articles, books, scholarly articles and many other
relevant and valuable sources related to specific area of research. There are different purpose of
literature review which are described as below:
 Literature review give foundation of knowledge or understanding on topic.
 It explore the conflict in previous studies, gaps in research etc.
 Literature review analysis areas of prior scholarship to prevent duplication and provide
credit to other investigators.
 One of the main purpose of literature review is to address all questions and objectives of
research in systematic and clear manner.
To get the knowledge about the social media tools and techniques.
As per the views of Margaret Rouse (2019), Social media is refers as the most imperative
part of digital technology which is significantly depend on computer based application which
serves the intercourse of opinion, ideas, thoughts and data by practical network or connection. In
simple terms social media is a source of connection in-between of individuals in which they
make, develop or interchange of views through network. Today in current scenario especially
social media tools performs an important role in market goods and services effectively and
efficiently by saving time, cost and energy. In context to Hilton Group, one of the leading
hospitality brand in world which is founded in the year of 1919. It's headquartered in Unites
States. Hilton owns twelve portfolio brands which includes 41,000 hotels in 91 countries. Social
media helps Hilton's to run its functions smoothly, invites more customers which increase its
productivity or performance. The business opertaions of Hilton Hotel are dividem among
different segments i.e. marketing, communication, and networking, thus these all perfoms
significant role in providing better services to their customers. For enhancing the business
operations company can use various tools and techniques of social media are as follows:
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 Facebook: It is a world's famous social media aspect where people majorly develops
their personal profile and add others users like family, friends for exchanging messages.
 Twitter: It's a small scale blogging stage which license people and gatherings to remain
associated by trading short status messages ( 140 character limit).
 LinkedIn: It's a stage which empower gathering of experts with comparable field of
intrigue can share data and participate in discussion (Siddiqui and Singh, 2016).
 Corporate Blog: It's way of communicating online and its is used as the interface to the
company. It enables the company to strengthening the relationship with customers.
However, these tools of social media enrich and helped Hilton Group to build a strong or healthy
relationship among customers and also to improve their overall performance and productivity.
To identify the impact of social media tools and techniques on a hospitality firm like Hilton
Group.
As per the views of Anna Bredeva (2018), Social media becomes the essential component
of business and which modified or altered marketing strategy of growing hospitality industry.
The hospitality industry can easily access opportunities for business to develop within the
commercial centre and social media plays an effective role in the development of hositality
industry. The internet has transformed the way companies and consumers connect across the
globe by overcoming geographical boundaries and time constraints. In relation to Hilton, an
American multinational hospitality company encompasses of branded hotels and resorts all over
the world. With that several customers are scattered around the world for which social media
impact greatly on Hilton in managing the channels of communication with customers. Social
media offers an array of tools for business to manage their operations and functions in order to
attain organisational goal through maximisation of profit. Some of the influence of social media
on Hilton Group which allow them to improve its proficiency effectively which is described
below:
 Influences on consumer behaviour: In hospitality industry internet plays a vital role in
consumer behaviour as it enable the business to adapt opportunities or innovate
technology which effect their business function (Rydén, Ringberg and Wilke, 2015).
By using this platform consumers are able to take best purchasing decision with the help
of product reviews which impact their attitude or behaviour towards product or service.
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 Cost and time effectiveness: In this modern business environment humans life is very
much based on digital technology. Social media is effective aspect and people are now a
day's aware that social media is a key aspect for creating brand image for that they are
investing more social media platforms in personnel and time. It allow ease of access to
customer replies, enable to use better technology which brings efficiency, teamwork and
flexibility to suppliers of company.
 Create brand image: Social media helps hospitality industry to promote and build their
image by convincing the consumers and interpreting their reviews with morality which
builds or enrich company's image. Social media is effective in providing a path way to
business to attract customers towards its offerings and at the same time can also take
their feedback. It help them in improving their productivity level accordingly.
Therefore, social networking improve the overall performance of company in order to attain
organisational goal in most imperative way.
To analyse the influence of social media tools and techniques on the business performance of
Hilton group.
As per the views of Maria Sanchez (2016), Social media impact the business performance
positively and negatively. When some organisation utilise the opportunities which is offered
through societal tool on the different side some fails to follow the same. Whether it is done
intentionally or unintentionally but still hospitality industry cannot ignore the challenges of
social media over the growth of company. Some of the issues or problems which is faced by
Hilton group through social media are as follows:
 Irrelevant information: Now a days hospitality industry is based on word of mouth
(WOM) or electronic word of mouth (eWOM) and its main objective is to provide in
formation to other consumers which either promote defame the brand image of Comoran.
A consumer provide false statement which impact the company proficiency as well as
consumer buying behaviour.
 Increase complexity: In hospitality industry they have to handle consumers feedback in
online and offline (Rodriguez, Peterson and Ajjan, 2015). During the peak time, business
has to face issues in managing the consumers wants and desires which impact the
company productivity.
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 Data leakage: This issue is one of the major problem for hospitality industry due to staff
gossiping each other about company or pricing strategy etc. which effect its profitability
and productivity.
However, social media builds brand image but at the same time it exploit the reputation of
company and hamper business operation which difficult them to capture the market effectively.
To recommend appropriate solutions to any sort of issues that are taken in the consideration by
Hilton Group.
As per the views of Managers of hospitality industries re recommended to deal with the
above mention issues very carefully and proactively. By obstruction to admittance to social
media platform with the usage of proper software and application which enable the company to
reduce the data leakage issue and enhance their productivity. Trip advisor which is considered as
social media strategy in hospitality industry but as consumer are more tend to post negative
feedback rather than positive which impact company efficiency (Rydén, Ringberg and Wilke,
2015). So, to tackle this obstacle company can develop review card featuring Google and Trip
advisor and send them to each branch to give to consumer hoping that they will influence to post
their experience on the spot. By this hospitality industry can boom in the market and enlarge
their growth effectively and efficiently. Thus, improving the chain of services to customers
which enable the hospitality industry to attain or gain positive impact of social media.
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Chapter 3: Research Methodology
It is the particular techniques or procedures applied to explore or identify specific issue in
the research. In simple word, it is an essential activity which exploited to gather relevant data and
information for the reason of developing an accurate decision related to business. The
methodology may include different sources such as interviews, surveys, publication research
and many other relevant techniques (Grizane and Jurgelane, 2017). It could also cover both
historical as well as present information or data about the study. For identifying accurate
methods and research for doing research activities systematically, an investigation onion regard
as one of the best model for an investigator to assist the investigation in right manner. This
framework has different layers which are described as below:
Research philosophy: In order to evaluate data effectively, this section is basically
emphasises on two different philosophies likewise positivism and Interpretivisim. Both form of
philosophies are useful but according to study Interpretivisim philosophy has been taken place
by the researcher as it is effective in evaluating information in more accurate manner. On the
other side, positivism philosophy is not appropriate and suitable for carrying out research
activities systematically.
Research Approach: It introduce to an effective technique which support in reviewing
and observing the information that assist in giving accurate recommendation or applicable
research topic. There are two type of investigation approach like wise deductive and inductive. In
order to organise present investigation activity, deductive research approach has been used
because it help a researcher in collecting accurate and reverent amount of information about the
study.
Research design: The entire action of research is relies upon research plan which is
trailed by agent for investigating the effect (Jones, Borgman and Ulusoy, 2015). There are
principally three type of research structure which name is Descriptive, exploratory and
experimental research design. All these are significant yet as indicated by study or subject,
descriptive research design will be utilized in light of the fact that it help a researcher in driving
legitimate end for territory of research.
Research choice: Qualitative and quantitative are consider as a type of research which
will be applied by researcher to gather information in way of numerical and quality. In case of
qualitative research, information is collected in the way of quality whereas under quantitative
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research, data is accumulated in the form of numerical, facts or number. Thus, both type of
investigations are necessary but according to the topic, qualitative research is more reliable for
doing research is systematic and accurate manner.
Time Horizon: Gantt Chart is consider one of the best tool of time horizon applied
through their investigator for determining the start and finish time of the project in which time
for all activities are involve. It is also known as a graphical presentation which present dates for
each activities in research. Thus, it is useful tool for researcher to complete dissertation within
given time duration.
Techniques and Procedures, and Research Instruments: Questionnaire is identify one
of the best and useful technique and instrument of research. It will be used by investigator to
gather reliable and valid data or information related to the study.
Data Sources: For accumulation of reliable data in regards to the chosen area of study,
there are basically two types of data sources such as primary and secondary. In case of primary
research, questionnaire is regarded as one of the best method which is applied through researcher
to gather valid and reliable data about the research topic (Kasemsap, 2019). Under, secondary
source, books, publication research, articles relevant to the topic are applied to accumulate in-
depth information from the respondents.
Research sampling: It is introduced as an effective method or technique of chooses some
group of respondents from the entire population in order to gather data from them over topic.
Research sampling is divided into two parts such as probability or non-probability. Along with
this, according to the topic, probability sampling method is used because it help a researcher in
selecting sample size in random basis. On the other side, non-probability method is not useful
and appropriate for this research project because it not give accurate results about the study. With
the help of probability method 20 respondents will be taken by researcher.
Research Ethics: Activities of research is organised in an ethical way which includes of
different method to implement over study that assist in organising authenticated interpretation for
giving accurate suggestion about field of study. Ethics in research is very important to
correspond to ethical principle or value for protecting the welfare, dignity and right of research
contestants. The focus of scholar or researcher will be on keeping confidentiality of data shared
by respondents.
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Research Limitation: One of the main limitation of this research project is time because
in order to analysis impact of research accurate time period is require by the researcher (Li and
Stacks, 2015). As a whole, time is limited for completing research activities in systematic and
accurate manner.
Research reliability and validity: A research activity or task must be organised in valid
and reliable way as after so that data or information can be summarised more interesting and
effective for reader. For this, questionnaire is consider best method which will help a researcher
in collecting reliable and proper data about the study.
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Chapter 4: Analysis and Findings
This is the most essential aspect of an exploration work as this section is completed with
the assist of thematic analysis. It is introduce as an essential tool which helps the an investigator
to show each questions of research in short way (McCann and Barlow, 2015). In this case,
antithetic patterns or themes will be created which will assist in carrying out study effectively
and accurately. The themes in research will be develop every questions as this will help the
scholar or researcher in minutely exploring the response.
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Theme 1: Concept of social media
Q1) Are you aware about the concept of social media? Frequency
a) Yes 15
b) No 5
a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Frequency
Interpretation: As per the detailed analysis of the mentioned report, it has been
interpreted that creating awareness about the concept of social media among customers or
employees. According to the chart, 15 out of 20 respondents are say yes whereas 5 out of 20
respondents are say no.
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Theme 2: Types of social media platform
Q2) What types of social media platform are useful for Hilton Group? Frequency
a) Facebook 10
b) Twitter 5
c) E-commerce 3
d) Google+ 2
a) Facebook b) Twitter c) E-commerce d) Google+
0
1
2
3
4
5
6
7
8
9
10
10
5
3
2
Frequency
Interpretation: As per the above given chart or graph, it has been summarised types of
social media platform used by Hilton group. According to the graph, 10 out of 20 respondents
are suggest an organisation Facebook is best platform, 5 are recommand twitter is essential, 3 are
suggest E-commerce is best tool and remaining are suggest an enterprise to follow Google+ in
order to promote their services.
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Theme 3: Effectiveness of social media platform
Q3) Is the social media platforms effective for carrying out the proper
marketing operations?
Frequency
a) Yes 16
b) No 4
a) Yes b) No
0
2
4
6
8
10
12
14
16
16
4
Frequency
Interpretation: As per the above given chart or information, it has been concluded that
social media platform is more effective for an organisation because through which they can
easily enhance their performance. This statement is agreed by 16 out of 30 respondents whereas
4 are not agreed about the same.
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Theme 4: Utilisation of social media is effective for hospitality sector
Q4) Is the social media platforms that are been used are effective for
a hospitality firm like Hilton Group?
Frequency
a) Yes 14
b) No 6
a) Yes b) No
0
2
4
6
8
10
12
14
14
6 Frequency
Interpretation: From the above chart and result, it can be obtained that 14 out of 20
respondent are in favour where they says that social media is effective for hospitality sector
where as 4 respondent does not agree with other people regarding social media.
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Theme 5: Advantages of social media
Q5) What are the advantages gain by Hilton hotel by using social
media as a marketing tool?
Frequency
a) Improve profitability 8
b) Increase customer base 7
c) Improve brand awareness 5
a) Improve profitability
b) Increase customer base
c) Improve brand awareness
0
1
2
3
4
5
6
7
8
8
7
5
Frequency
Interpretation: It can be obtained from the above result that out of 20 total respondent,
8of them thinks that social media as a marketing tool have improved the profitability. There are
total 7 respondent, who thinks that it have increased the customer base where as 5 of them have a
concept that it improves the brand awareness among the people.
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Theme 6: Issue and limitation faced by hospitality sector
Q6) Are you aware of the issues and limitation that are been faced by
Hilton Group?
Frequency
a) Yes 12
b) No 8
a) Yes b) No
0
2
4
6
8
10
12
12
8
Frequency
Interpretation: From the above charts and results, it can be obtained that out of 20
respondent 12 of them are aware about issues and limitations of Hilton Group where as 8
respondent still do not have a knowledge regarding this matter.
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Theme 7: Measurement used by Hilton group to overcome issues
Q7) Are the recommendatory measures that are been taken within the
organisation are adequate for Hilton Group?
Frequency
a) Yes 15
b) No 5
a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Frequency
Interpretation:From the above bar graph, it can been seen that out of 20 respondent 15
thinks that recommendatory measures that are been taken within the organisation are adequate
for Hilton Group. But 5 respondent does not agrees with this matter.
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Theme 8: Different types of risks
Q8) What are the risks faced by Hilton Group
when using social media platform as a
marketing tool?
Frequency
a) Reputation management 8
b) Security issues 4
c) Wasting company time 6
d) Other 2
a) Reputation management
b) Security issues
c) Wasting company time
d) Other
0
1
2
3
4
5
6
7
8
8
4
6
2
Frequency
Interpretation: From the above mentioned data it can been concluded that there are
different types of risks faced by Hilton group while using social media as a tool of marketing. In
this 8 out of 20 respondents are thinks that reputation management is biggest issue, 4 are thinks
that security is main issue, 6 are suggest an organisation is social media waste their time and
others are not aware about this.
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Theme 9: Ways used by company to improve performance
Q8) What are the ways through which Hilton Group can easily
improve their performance at market?
Frequency
a) Utilisation of proper marketing strategies 10
b) Provide effective services 6
C) Others 4
a) Utilisation of proper marketing strategies
b) Provide effective services
C) Others
0
1
2
3
4
5
6
7
8
9
10
10
6
4 Frequency
Interpretation: As per the given information, it can be concluded that out of total 20
respondent it can be seen that 10 respondent thinks that utilisation of proper marketing strategies
can easily improve the performance of Hilton Group. Out of remaining respondent 6 thinks that
by providing effective service will be more efficient. The remaining 4 respondent have a concept
that some other ways will be more suitable for them.
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Chapter 5: A Critical Appraisal, Recommendations & Suggestions for
Further Work
According to the detailed analysis of the given project, it has been recommended that
social media is best platform for each organisation to promote their services easily or speedily. It
is essential and important for a business to capture the attention of visitors or increase their
market share within given time duration (Hanelt and et. al., 2015). Along with this, social media
in hospitality industry will support them by improving relationship with customers and
increasing sales. Along with this, there are different tools and approaches which are applied
through the researcher to gather accurate data related to the study such as research approach,
design, instrument, philosophies, data analysis etc. All these are consider one of the best methods
for investigator as these are effective in assisting the overall work in right manner to drawing
valid and actual outcome. According to the information founded in questionnaire is company
face certain issues in using social media. Beside this, fro developing actual outcome this types of
issues some recommendation are provide to Hilton group which are determine as below:
 Hilton Group should give training to those workers who have are not having appropriate
knowledge in regards to the operations of firm, for the purpose of smooth functioning of
organisational operations.
 Company should provide entire information related to their hospitality services over the
social media. Thus, it will help an organisation to manage their reputation at marketplace.
 In order to overcome security issue, Hilton Group should use a password vault that create
and remembers unique and strong passwords.
Therefore, researcher or company should overcome all issues then they can easily do
further work in more secure and systematic manner (Piotrowski, 2015). Along with this,
interview is consider alternative method for further research, it is useful for a researcher to
collect high-fidelity amount of information in regards to the topic.
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Chapter 6: Conclusions
According to the analysis of the report, it has been concluded that societal tools are
considered as the most effective and best tool for each and every organisation to introduce their
services speedily. For this, more than half of the population are agreed as social media is a best
platform for hospitality industry to easily promote their services and gain better results for future
success. Along with this, social media is also significant and effective for future growth and
development of hospitality industry by increasing customer's base and maximising market share.
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