Role of Social Media in Tourism: A Case Study on Marriott Hotel

This research focuses on the role of social media in tourism, specifically how it influences consumer decision making and the selection of tourism destinations. The case study will be conducted on Marriott Hotel.

Proposal

Table of Contents
Research organisation topic........................................................................................................3
Research rationale........................................................................................................................3
Research topic Background.........................................................................................................3
Research questions.......................................................................................................................5
Aims and objectives.....................................................................................................................5
Research methodology.................................................................................................................5
Data collection.............................................................................................................................6
Ethics...........................................................................................................................................6
Timescale.....................................................................................................................................6
Resources.....................................................................................................................................7
REFERENCES................................................................................................................................8

Research organisation topic
Hotel Marriot is a Five star Hotel as it perfectly situated within the upscale Mayfair
neighbourhood , Hyde Park as well as iconic landmarks, minutes form the world class shopping.
Hotel rooms as well as suits has featured marble bathroom and elegant furnished, deluxe
amenities and signature bedding. Hotel has private gardens and also some of the suites boast
balconies involves 5 star steakhouse dinning at Gorden Ramsay Bar and Grill, vibrant late night
lounge, Asian eating house (Allcott and Gentzkow, 2019). Open with a craft cocktail after an
exciting day at London at 1920 's inspired award-winning bar, Luggage Room as discovered
12,109 recently innovated square feet
venue space within Hotel. They have grand ballroom accompanied by natural daylight that
makes it ideal for social gathering as well as Business purpose.
Research rationale
The main reason of undertaking this research is to find out factors and reasons that how
social media is influencing customer decisions. Also, what criteria or features are viewed by
people in selecting tourism destination. Moreover, it will be easy to find out how customers
interact or share posts and do comments on social media regarding destination.
Research topic Background
For the various destination regarding tourist social media plays a major role within their
success. The amount of information of hotel Marriott is available to the tourist is vital as internet
is considered as a platform that is known full of the crucial information that can be easily
exchanged among all the parties as social media has a growth of around 65% as platform such as
Facebook, YouTube, Instagram target large number of the audiences. Nowadays Instagram has
emerging social media that can be used by the millions of people form all over the world so that
they can easily share their information as well as experiences by utilizing the hashtags so that
they can easily attract the people. Social media also uses the outset to enable friends and family
about what is going on (Enikolopov, Makarin and Petrova, 2019)
Social networking are consistently crucial source of information especially for the tourist as they
have the great influences on the current trip planning process regarding where they live.
Tourists who stays at Marriott share their experiences of food ,services as they can share their
pictures, videos. Marketers of the social media is giving power to the costumers who gives
feedback. With the help of the social networking sites it allows costumers to gain he knowledge

regarding the whole knowledge about the hotel and its neighbourhood places that are related to
cultural aspects of United Kingdom. One the major provider is known as Trip Advisor as it
allows the users to review their rating, reviews on all the aspects of the Marriott from other
Hotels. Such as on Pinterst there are more than 1000 boards regarding travel inspiration. As
majority of the trips are not considered specific but instead of that they gives the possibility of
trip by inspirational imagery as well as travel tips. Travel and hospitality marketers also focuses
on the various new channels to enhance the brand awareness as well as drive the revenue that are
also tapping into the partnership as while creating travel based content focusing on the
experience of the individual ,related and seasoned becomes popular day by day regarding
discovering as well as inspiring millions of travellers into new sights with new experiences. Most
of the people do not spend a travelling which is of long time but at the same time they are
planning about the trip as travellers are gain inspiration months or weeks as they can easily plan
their trip at the earnest (Ghani and Ahmed, 2019). While consider connecting accompanied with
past travellers as well as inspire them top share about the images to the social media with social
media will boosts their campaigns so that they can easily inspire the newcomer travellers. It
gives such a free stay that will boosts the amount of the content that able to create the hashtag. It
is also focuses on people talking regarding their brand as well as put efforts to travels their
plans.
Social media marketing is used for the various online social tools so that the product can
be available to target the customers. It is considered as the marketing tool as it can meet all he
needs of the current trends of the tourist. It gives marketer ability to represent the individual
trends as what they are searched on internet. The tourism firms pay the fees to the social media
provide so that they can easily target these types of trends within the person's profile. Marriott
can pay for their ads as well as they have their own app where the tourist can see the hotel
profile, its menu ,reviews and many more. Within this app there is also refereeing cash back
offers, discounts offers are provided to the costumers. In addition to this social media also
provides motivation to the Tourist as their first and foremost need is Psychological needs as well
as desires. The social media gives tourist to motivate before they are going to any destination.
The pictures of the Marriott Hotel and its neighbouring tourist place are the motivators to the
tourist as through its app people are feeling more connected to one another. The positive
feedback connects the people from one another and attracts them towards the hotel. There are

some challenges and opportunities regarding the tourism destination as well as marketers as they
can understand about the purpose of the travelling of people (Hjorth and Hinton, 2019).
Research questions
what is the role of social media in tourism?
How social media influence in selecting tourism destination?
What is the impact of social media in consumer decision making?
Aims and objectives
Aim –
To analyse the role of social media platform in terms of selection of tourism destination. A case
study on Marriott hotel
Objectives
To determine role of social media in tourism
To evaluate influence of social media in selecting tourism destination
to investigate impact of social media in consumer decision making
Research methodology
Research Approach
There are two specifics approaches by which scholars can proceed their research. Therefore,
one of the approach is used such as inductive approach while the other one is deductive
approach. There is also two types of approach that can have the opposite frameworks within the
process called execution. The approach called inductive begins with developing the research
questions first as well as then after that they reach the theory and hypothesis by the proper
analysis of data. While the deductive approach begins with hypothesis based on theories. As per
needed workflow there are the best matches with the second one, deductive approach,
quantitative Research questions is going to be easy regarding research (Jones and Glynn, 2019).
Research design
The choice between the quantitative and qualitative research methods as it refers to the particular
methods regarding data collection as well as analysis.
Qualitative data analysis focuses on the non-numeric for example notes, videos, Interview
transcripts as well as text images as well as text documents.
Content analysis- It focuses on the process regarding categorizing the behavioural data or verbal
data to classify as well as summarize and tabulate the kind of data.

Quantitative analysis- These are the methods that can measure as well as describe the various
calculations and numbers. Here in this method the collection methods that can be based on the
structured data collection instruments, random sampling. They are usually describes the
collection of the numerical data as research as a deductive. In other words quantitative research
also focuses on numerical based variables .
Data collection
It is necessary to collect data and info from reliable sources. There are many methods
involved in it. In this research secondary and primary data will be gathered. For primary data
questionnaire will be used (Ghani and Ahmed, 2019).
Ethics
The researcher must follow certain ethics while conducting study. They should not be
neglected. In this, first of all dignity of participants will be maintained. Also, confidentiality and
privacy of data will be ensured, it will not be shared with third party or person
Timescale
Activity 2 days 5. days 3 days 2 days 2 days 3 days 3 days 8 days 7 days 2
days
Identify
research topic
Review of
Literature
Drafting
Methodologies
Complete
Proposal
Designing
questionnaire
Collection of
data
Analyzing data
and
interpretation

Discussion and
Conclusion
Submission
Resources
There are some resources required like human resource, software, server, etc. in research.
Thus, better and efficient resources aids to bring systematic working within the enterprise. here,
20 employees of Marriott will be chosen.

REFERENCES
Books and Journals
Allcott, H. and Gentzkow, M., 2019. The welfare effects of social media (No. w25514). National
Bureau of Economic Research.
Enikolopov, R., Makarin, A. and Petrova, M., 2019. Social media and protest participation:
Evidence from Russia. Available at SSRN 2696236.
Ghani, N.A. and Ahmed, E., 2019. Social media big data analytics: A survey. Computers in
Human Behavior, 101, pp.417-428.
Hjorth, L. and Hinton, S., 2019. Understanding social media. SAGE Publications Limited.
Jones, K. and Glynn, M., 2019. How children use social media for brand interactions. Young
Consumers.