Impact of Mobile Technology and Social Media Marketing in Tourism and Hospitality Industry

Running head: IMPACT OF MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING IN TOURISM AND HOSPITALITY INDUSTRY.
IMPACT
OF
MOBILE TECHNOLOGY
AND
SOCIAL MEDIA MARKETING
IN
TOURISM
AND
HOSPITALITY INDUSTRY
Name of the Student
Name of the University
Author note:

Mobile technology and Social Media1
Chapter 2: Literature Review
2.1 Social Media
Social media is a platform by which people can effectively share their information as
well as several other contents. In other words social media is a computing based technology
which is utilized with the purpose to share thoughts and ideas with the people via the
utilization of internet (Leung et al. 2013). Followed by this aspect it can be stated that it is an
effective electronic communication platform which enhances the information transactions
which helps to share video, image, documents and personal contents as well. Social media
will be comprising of various technologies which are computer mediated and is interactive as
well which is capable of facilitating sharing of a lot of information, interests of career, newer
ideas as well as some other kinds of expression through all the various networks as well as
communities which are totally virtual. There are a number of features of social media which
are to be well known. It is a combination of various interactive web-based application of the
specific Web 2.0 (Xiang et al. 2017). A huge amount of contents which have been generated
by the users like all kinds of comments as well as posts, photos, videos and all other data and
information which are hugely developed via a number of interactions upon the internet forms
the main part of the social media. The wide development of various social networks on the
internet is known to be facilitated by that of social media by properly linking the profile of
the user with all those of some other categories of groups as well as individuals. Hence, it can
be well said that social media is basically a collection of a number of online channels of
communication which is totally dedicated towards the inputs, interactions, sharing of content
as well as collaboration based upon a whole community. Some of the most prominent social
media examples will be including the Facebook, Twitter, Google, LinkedIn, and Wikipedia
and so on (Moro and Rita 2018). Social media has been greatly observed to have been
becoming a huge and important part of the life upon the internet because of various social

Mobile technology and Social Media2
media sites and social media apps. In the area of business, social media is greatly utilized for
marketing various products, promoting brands as well as linking to all the various recent
customers as well as for the purpose of fostering a full new business (Minazzi 2015). Even
though it has been known that social media is really very much advantageous for the business
area, it is also to be well remembered that this integration of social media within the world of
business can be greatly posing a number of various challenges (Munar and Jacobsen 2014).
For this there are a number of various policies which have been well designed for setting a
number of expectations for the proper behavior as well as for ensuring that all the posts of the
employees will not be going to expose the entire organization towards a number of problems
which will be legal or rather any kind of public harassment (Law, Buhalis and Cobanoglu
2014). Several websites as well as applications which have been greatly dedicated towards a
number of forums as well as wikis are all among the various kinds of social media.
2.2 Mobile technology
It has been known that any user of smartphone usually spends about 85% of the entire
time a whole day upon various kinds of apps. It is being clearly observed that the technology
of mobile which is greatly powered by the internet and the specific apps is really a huge
changer of game in the development of the Fullerton Hotel with the specific regard for the
better service to the customers as well as proper engagement (Mo Kwon, Bae and Blum
2013). Some of the particular features of the apps of mobile for the Fullerton Hotel will be
involving a proper website which will be entirely mobile friendly, sharing of information
which will be updated, better predictions of trends dependent on the behaviour of the
customers, maintenance of relationships which will be long termed and leveraging the
specific feature of the program of loyalty (Law, Chan and Wang 2018). The Fullerton Hotel
can be considered as the service industry and the introduction of technology within this
particular hospitality industry is observed to be greatly creating a number of various full new

Mobile technology and Social Media3
parameters for the Fullerton Hotel by the creation of number of personalized and perfect
experiences for all the customers. Hence, in this particular era, the Fullerton Hotel has been
observed to be taking a separate kind of approach for driving huge growth. It can be well
recommended that for being at the top position of the line the Fullerton Hotel has been taking
full on support of various apps of mobile and hence possessing a very strong app of mobile
for the Fullerton Hotel is compulsory (Anne Coussement and Teague 2013. All the various
apps as well as websites of the mobile are totally ideal for the encouragement of various
potential customers for booking rooms and also for checking the availability. They are also
utilised for browsing all the various services of the hotel, reading all the reviews and also for
viewing all the various pictures of the hotel. Hence, the utilisation of various websites on
mobile properly ensures that people will be definitely enjoying a great experience of
browsing from all of the smart devices of the customers and there is not at all any kind of
need for waiting until and unless they will be getting hold of the computer (Bilgihan and
Nejad 2015). Fullerton Hotel must be utilising CMSs for particular ensuring that the
customers are able to ensure the information access which will be based upon the real time.
They will be properly able to control various kinds of information that will be presented
towards all the various users and must be able to insert, delete as well as change the data very
much easily within few seconds. The specific way with the help of which various guests will
be actually behaving once they will be present inside the mobile app related to the specific
Fullerton Hotel and their respective interactions or rather communications of the app will be
even helping a lot in gaining a number of various insights which will be greatly valuable into
all the various preferences of the customers. Fullerton Hotel uses various pages of social
media in a strategic way for offering a number of discounts for all of their respective
followers during the period of time which is mostly dull (Aichner and Jacob 2015). In such a