Role of Social Media in Hospitality Industry

This research project focuses on the role of social media in the hospitality industry, specifically its impact on organizational performance. It examines the different tools of social media used by Hilton hotel to provide correct information to consumers. The project includes conducting primary and secondary research to understand the effectiveness of social media. The research outcomes will be communicated to stakeholders.

Research Project

Table of Contents
TOPIC: Role of social media and its impact on organisation within hospitality industry..............1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal that clearly defines a research question or hypothesis, supported by
literature review..........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
Role of social media within hospitality industry.........................................................................3
Different tools of social media which may help Hilton hotel in providing the correct
information to consumers............................................................................................................3
Impact of social media on organisational performance of Hilton hotel......................................4
P2 Research methods and conduct primary and secondary research..........................................4
TASK 2............................................................................................................................................6
P3) Conduct primary and secondary research by using proper methods....................................6
P4 Apply appropriate analytical tools, analyse research finding as well as data........................6
P5 Communicate research outcomes in an appropriate manner for the intended audience........8
TASK 4..........................................................................................................................................17
P6) Reflection on the effectiveness of research methods and techniques.................................17
P7) Determination of the alternative research methodologies for the project...........................17
CONCLUSION .............................................................................................................................18
REFERENCES..............................................................................................................................19

TOPIC: Role of social media and its impact on organisation within hospitality
industry.
INTRODUCTION
Social media refers to an interactive mediated technology which facilitate creation of
information, career interests, ideas and some other expression forms via networks and virtual
communication. It is applications and websites which enable the users to develop as well as share
the content in different social networking. Hospitality sector can use the social media for
engaging consumers in identify their requirements (Ladkin and Buhalis, 2016). With the help of
networking sites, hospitality sector can communicate with customers before, at the time and after
vacation experience. Hilton hotel and resorts is global brand of the full- service resorts and
hotels. This was founded through Conrad Hilton and it has 15 brands across various market
segment. Under mention report will be discuss about developing aim and objectives of research
on the basis of specific subject area. Primary and secondary research by using the appropriate
methods for hospitality research project is going to discuss here.
TASK 1
P1 Research proposal that clearly defines a research question or hypothesis, supported by
literature review
Background of Research
The social media is a computer based technology that facilitates sharing thoughts,
information and ideas by developing communities and virtual networks. The social media is an
internet based and provides the people to electronic communication. The content consist
documents, photos, personal information and videos. The people engage with the social media
through smartphone, computer or tablet view web application and web- based software. It is
powerful method for the businesses to reach consumers and prospects (Nguyen and et. al., 2015).
The different social media websites like Twitter and Facebook have been revolutionises not only
how the people can communicate with each other and in what way the businesses communicate
with customers. Firms and hotels within hospitality sector must have interesting how to
communicate the messages through websites of social media. The social media is one of the
effective way of advertisement. In context to this, hospitality sector can use the social media to
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engage consumers in order to identify the requirements. Hilton hotel is leading in travel and
hospitality sector when examined through engagement and number of the followers. In relation
to this, Instagram handle gets more engagement as comparison to other social media brand. The
brand develops better content bit extends content- generation efforts through leveraging the user-
generated content.
Rationale of Research
Present research taken into consideration on role of social media and its impact on
organisation within hospitality industry. It provides the understanding regarding concept related
to social media and its main role in hospitality sector. It aids in enhancing the proper
understanding regarding the main area and benefits that provides to company by using the
different tools related to social media (Oh, Eom and Rao, 2015). Through conducting this
investigation, knowledge and skills of researcher will be enhanced able to conduct the research
project in future.
Research Aim
The main aim of this research is “To determine role of social media and its impact on
organisation within hospitality industry.” A study on Hilton hotel.
Research Objectives
 To examine role of social media within hospitality industry.
 To identify the different tools of social media which which may help Hilton hotel in
providing the correct information to consumers.
 To analyse impact of social media on organisational performance of Hilton hotel.
Research Questions
 What is the role of social media within hospitality industry?
 What are different tools of social media which which may help Hilton hotel in providing
the correct information to consumers?
 What is the impact of social media on organisational performance of Hilton hotel?
2

LITERATURE REVIEW
Role of social media within hospitality industry
According to opinion of Frank M. Waechter (2019), Social media I social communication
instrument that encompasses media with social component. There are different platforms gives
through social media networks like LinkedIn, Twitter and Facebook to marketing of the services
and goods for hospitality sector. The social media offers the media technologies which can be
facilitate the online functionality as well as monitoring the perspectives wherein collected data
can be properly used to give better satisfaction to consumers. The hospitality sector can use
different sites of social media to engage consumers in order to identify their requirements. In
addition to this, use of the different social internet platforms such as Instagram and Twitter have
been evolved from peer- to- peer communication channel that permit the business to engage with
consumers effectively.
Different tools of social media which may help Hilton hotel in providing the correct information
to consumers
On the basis of Anna Bredava (2020) it has been stated that Hilton hotel is famous
hospitality brand in world. It owns the twelve portfolio brand that consist more than 4100 hotels
in 91 countries. Several consumers scattered around world, Hilton hotel is challenges with giving
convenient communication channels. Hilton use the different social media tools so that it can
provide better information to the customers. Various social media tools used by Hilton mention
below:
Instagram- The Instagram hotel of Hilton is not property account; it is branded as
newsroom. This representing all the Hilton properties across globe, it plays host to an
organisation milestone celebration, special type of the human-centric storytelling.
Facebook- With more than 120,000 likes, main page of Facebook does great job of going
in topics in same themes that people see on other accounts. The Facebook provides detailed
information and people can believe on it. Through sharing unique and longer Facebook videos
on shared topics, Hilton bring cohesive feel to social media package while honouring strategies
related to social media markets that work better.
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Twitter- In this, there is overlap with other Instagram account, Twitter of Hilton hotel
shares the reports on latest travel sector software, business articles and new brand partnership
that give interesting takes on modern traveller.
Impact of social media on organisational performance of Hilton hotel
As per opinion of Maria Sanchez (2019), Social media is applications and websites which
enable the users to create and also share content on social networking. The social media plays a
necessary role in an organisation to communicate with consumers and provide information
regarding services and products to them in an effective manner. In addition to this, social media
develops positive impact on the organisational performance on the Hilton hotel. Social media is
playing instrumental role to facilitating spread of the information and data throughput globe at
rapid speed. Enhancing interactivity level of the different social media platforms is contributing
to level of popularity and the social media has effectively adopted through several businesses
along wider range of the industries as effective marketing and the communication platform. The
platforms of the social media give Hilton hotel with opportunities to engaging in the marketing
practices in cost effective way. High level of effectiveness of the social media advertising
compared to the online media advertising concerned with the “word of mouth” impact. The
impact of social media is explained in a manner that consumers tend to be believe people
experience which buy specific service or product to higher extent then promises made on the
office media advertisement.
P2 Research methods and conduct primary and secondary research
Research methods is related to specific techniques or processes which used to determine,
choose, process and examine information regarding specific subject area. It gives the way to
collect authentic information by using different tools and techniques. Various research methods
are given below:
Qualitative method- This gives insights in to issue to create the hypothesis for
quantitative investigation.
Quantitative method- It is defining the phenomena through gathering numerical data
that examined by using the mathematically based methods. It is effective in providing the in-
depth information.
The present report is based on the qualitative method because this gives information
regarding specific area in detailed manner (Palacios-Marqués, Merigó and Soto-Acosta, 2015).
4

Research philosophy- It is explained as a specific form of theory that suggests the
different ways to gather data. There are two philosophies such as positivism and interpretivism.
Interpretivism Philosophy has been used in context of this investigation as this helps in the
conducting of literature review and analysis author opinion.
Research Approaches- This applies to various steps of the researcher's assumptions in
data collection process and interpretation. There are inductive and deductive approach. Inductive
approach is related to evaluating data for a new concept and Deductive is testing an old concept.
In this research, inductive research approach has been used because this helps in collecting data
by using secondary methods and analysis.
Data collection- This is concerned with gathering the information and data by using
reliable sources. Primary and secondary are two different methods of data collection. Both are
effective in gathering information from these sources (Ramanathan, Subramanian and Parrott,
2017). Information that is collected by using primary method are fresh in nature and sources to
gather primary data are questionnaire, focus groups, observation etc. The information collected
by using secondary method is easy in nature and cost effective. Sources of collect secondary
information are books, articles, journals etc.
In present investigation, questionnaire has been used because it helps in gather the
information and data from large number of sample size and give authentic information.
Sampling- It is related to selecting the people from whole population. Probabilistic and
non- probabilistic are two different methods of sampling. To selecting respondents, random
sampling has been used because it is main part of probabilistic sampling. There are 40
respondents has been selected and they are employees.
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TASK 2
P3) Conduct primary and secondary research by using proper methods
There are various methods or techniques for conducting the primary and the secondary
investigation mention below:
Cost- It is necessary part for an investigator while conducting the primary and secondary
investigation in an effective manner. For conducting investigation, there is a need of adequate
amount of money through researcher. For collecting the data and information from primary
method, questionnaire will be developed. In relation to secondary method, there will be
requirement of some sources like magazines, books, journals, internet sources etc.
Access- It is main part in collecting data from using primary and secondary sources.
Under this, an investigator has the proper access to give data or information regarding develop
research aim and objectives to respondents (Sajid, 2016).
Ethical issues- It is necessary to consider all the ethical considerations while conducting
the research project effectively. There is a requirement to an investigator to conduct the primary
investigation by collecting data from reliable and authentic sources. Researcher needs to consider
some ethical principles in an investigation such as confidentiality, informed consent, data
protection etc. These all the principles related to research ethics are need to be followed for
getting positive outcomes.
P4 Apply appropriate analytical tools, analyse research finding as well as data
To analyse the collected data, content analysis tool will be used through an investigator.
Under this, graphs and themes will be developed based on questionnaire developed.
QUESTIONNAIRE
Q1) Do you have the proper information about role of social media?
a) Yes
b) No
Q2) What is the main role of social media in hospitality sector?
a) Connect with consumers
b) Determine customers need
c) Branding
Q3) Does social media is an effective marketing tool for hospitality industry?
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a) Yes
b) No
Q4) In what manner, social media impact on business performance of Hilton Hotel?
a) Positive
b) Negative
Q5) What are the various tools of social media which which may help Hilton hotel in
providing the correct information to consumers?
a) Facebook
b) Twitter
c) Instagram
Q6) What is the impact of social media on organisational performance of Hilton hotel?
a) Marketing
b) Improving Customer Relationship Management
c) Conducting Reputation Management
Q7) What opportunities Hilton hotel can get by using social media within hospitality
sector?
a) Generate revenue
b) Develop relationship with community
c) Enhance branding
d) Retaining loyal consumers
Q8) What complexities faced by Hilton hotel by using different social media tools?
a) Operational issues
b) Content and relevance
c) Negative reviews of customers
Q9) What different ways Hilton hotel can adopt to overcome from social media issues
within hospitality sector?
a) Adopt Integrated hotel PMS system
b) Respond quickly
c) Adopt online review management system
Q10) Recommend some ways through which company can provide security access to
people which using social media within hospitality industry.
7

P5 Communicate research outcomes in an appropriate manner for the intended audience
Under this, collected data will be analysed on the basis of primary and secondary method.
In primary, questionnaire will have analysed and secondary is based on the literature review part
that meets with research objectives. On the other hand, researcher will communicate the
outcomes to stakeholders. The stakeholders are employees and investors. To inform them
regarding research objectives and outcomes, researcher will use the email as communication
method. The questioning will mainly use for examining opinions of staff members of Hilton
hotel regarding role of social media and its impact on business (Song and Yoo, 2016).
On the basis of primary method
THEME 1: Information about role of social media
Q1) Do you have the proper information about role of social media? Frequency
a) Yes 32
b) No 8
Interpretation: From above information, it has been stated that there are 32 respondents and
according to them they have idea and knowledge regarding social media role. 8 respondents are
not aware regarding this.
THEME 2: Main role of social media in hospitality sector
8
a) Yes b) No
0
5
10
15
20
25
30
35 32
8
Column B

Q2) What is the main role of social media in hospitality sector? Frequency
a) Connect with consumers 10
b) Determine customers need 15
c) Branding 15
Interpretation: Social media plays a necessary role in the hospitality industry. There are 10
respondents which said that social media aids in connecting with the consumers to attract them.
15 respondents are agreeing with determining requirements of consumers. According to 15
respondents that social media is one of the effective way of branding within hospitality sector.
THEME 3: Social media is an effective marketing tool for hospitality industry
Q3) Does social media is an effective marketing tool for hospitality
industry?
Frequency
a) Yes 25
b) No 15
9
a) Connect with consumers
b) Determine customers need
c) Branding
0
2
4
6
8
10
12
14
16
10
15 15
Column B

Interpretation: On the basis of 25 respondents that social media is effective way of marketing
in hospitality sector because it helps in connecting with people, develop communication, provide
information regarding products and services. On the other hand, there are 15 respondents which
disagree with this statement.
THEME 4: Social media impact on business performance of Hilton Hotel
Q4) In what manner, social media impact on business performance of
Hilton Hotel?
Frequency
a) Positive 30
b) Negative 10
10
a) Yes b) No
0
5
10
15
20
25
25
15
Column B

Interpretation: According to 30 respondents that social media positively impact on performance
of Hilton hotel because through this, hotel can interact with consumers, determine their
requirements, marketing, promotion and many other things. As per opinion of 10 respondents
that social media impact on the organisational performance in negative manner because the
negative reviews impact on mindset of other people.
THEME 5: Tools of social media which may help Hilton hotel in providing the correct
information
Q5) What are the various tools of social media which which may help
Hilton hotel in providing the correct information to consumers?
Frequency
a) Facebook 10
b) Twitter 12
c) Instagram 18
11
a) Positive b) Negative
0
5
10
15
20
25
30
30
10
Column B

Interpretation: There are many different tools of social media and company use them for many
reasons. 10 respondents said that Facebook is one of the social media tool because it tool
provides the information regarding specific area and give correct information. 12 respondents are
agreeing with Twitter. There are 18 respondents and according to them Instagram is one of the
effective social media tool and through using this, company can share the information and
pictures and attract people.
THEME 6: Impact of social media on organisational performance
Q6) What is the impact of social media on organisational performance
of Hilton hotel?
Frequency
a) Marketing 15
b) Improving Customer Relationship Management 5
c) Conducting Reputation Management 20
12
a) Facebook b) Twitter c) Instagram
0
2
4
6
8
10
12
14
16
18
10
12
18
Column B

Interpretation: The social media develop its impact on performance level of Hilton hotel. On
the other hand, there are 15 respondents which said that social media helps in marketing the
business. 5 respondents are agreeing with improving the Customer Relationship Management.
Through this, company can make the positive relationship with consumers. There are 20
respondents which agree with conducting the reputation management.
THEME 7: Opportunities Hilton hotel can get by using social media
Q7) What opportunities Hilton hotel can get by using social media
within hospitality sector?
Frequency
a) Generate revenue 12
b) Develop relationship with community 13
c) Enhance branding 10
d) Retaining loyal consumers 5
13
a) Marketing
b) Improving Customer Relationship Management
c) Conducting Reputation Management
0
2
4
6
8
10
12
14
16
18
20
15
5
20
Column B

Interpretation: With the help of using social media, Hilton hotel can get many opportunities. 12
respondents said that through using social media, hotel can generate the revenue. 13 respondents
are agreeing with developing relationship with the community. According to 10 respondents that
social media helps in increase branding at marketplace. According to 5 respondents that by social
media company can communicate with consumers and also sustaining the loyal customers.
THEME 8: Complexities faced by Hilton hotel by using different social media tools
Q8) What complexities faced by Hilton hotel by using different social
media tools?
Frequency
a) Operational issues 10
b) Content and relevance 15
c) Negative reviews of customers 15
14
a) Generate revenue
b) Develop relationship with community
c) Enhance branding
d) Retaining loyal consumers
0
2
4
6
8
10
12
14
12
13
10
5 Column B

Interpretation: Hilton hotel face many issues related to social media. 10 respondents said that
operational issues are main. According to 15 respondents that relevance in content arising the
issue because irrelevancy in content arise negative impact on business. 15 remaining respondents
are agreeing with negative reviews of the consumers is issue.
THEME 9: Ways Hilton hotel can adopt to overcome from social media issues
Q9) What different ways Hilton hotel can adopt to overcome from
social media issues within hospitality sector?
Frequency
a) Adopt Integrated hotel PMS system 16
b) Respond quickly 10
c) Adopt online review management system 14
15
a) Operational issues
b) Content and relevance
c) Negative reviews of customers
0
2
4
6
8
10
12
14
16
10
15 15
Column B

Interpretation: To overcome from issues, there is a need to Hilton hotel to find out effective
ways. According to 16 respondents that Hilton should adopt the Integrated hotel PMS system to
overcome from operational issues. 10 respondents said that hotel need to give the quick reply to
consumers on social media to provide them better experience. 14 respondents are agreeing with
Adopt online review management system to handle all the online reviews and respond quickly.
On the basis of Secondary method
Role of social media within hospitality industry
On the basis of above discussion, it has been examined that social media is one of the
effective way to connecting people and also making the strong connection with them. The main
role of social media is to influence large number of customers towards specific product and
services. Along with this, social media will also enhance growth and success of an organisation
within given time duration (Song and Yoo, 2016).
Different tools of social media which which may help Hilton hotel in providing the correct
information to consumers
From the above mentioned secondary data, it has been discussed as there are number of
social media tools such as Instagram, Facebook, Twitter etc. These are main tools which
supported an organisation in increment of larger customer base. As it turn to assist an
organisation in increment of its sales as well as also improve market image of company.
16
0
4
8
12
16
16
10
14
Column B

Impact of social media on organisational performance of Hilton hotel
According to the above stated information, it has been summarised impact of social
media over business performance of company. Social media has positive impact on company by
increasing number of customers and also enhancing their brand image in marketplace and in
customer's mind.
TASK 4
P6) Reflection on the effectiveness of research methods and techniques
I am happy for getting an opportunity to perform research over a broad topic i.e. “To
determine role of social media and its impact on organisation within hospitality industry. In order
to conduct research over such topic, number of research methods used by me. In this,
questionnaire is more suitable method for me because it helped me in collection of valid and
reliable data about the selected topic. This is an interesting topic that supported me by improving
my literature review knowledge, data collection skill, time management skill etc. With the use of
these skills, I easily performed research in systematic manner. Apart from this, by performing
this research, I faced number of issues which are lack of time, insufficient amount of capital,
unethical behaviour of respondents etc. This challenges have negative impact on my
performance while completion of research in effective and systematic manner.
P7) Determination of the alternative research methodologies for the project
Interview is a tool of primary data collection which could be used by researcher for
collecting information about the role of social media and its impact on organisation. Interview as
an alternative method of questionnaire which is useful for researcher to use and gather
information in reliable and quality manner. There are some advantages and disadvantage that
could be get by researcher while using interview as an alternative research methodology. One of
the main advantage of using Interview as a primary data collection is it provides flexibility to the
interviewers. Along with this, Interview studies gives less anonymity, which is a big concern for
large number of respondents.
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CONCLUSION
From the above mentioned report, it has been concluded that more of the respondents
have proper idea about the social media and its role within hospitality industry. Social media
played different role such as concern with consumers, branding and determination of customers
needs. These are main role that have positive impact over success and growth of an organisation.
Along with this, there are various tools and platforms of social media such as Facebook, Twitter,
Instagram etc. These platforms have positive impact on business by increasing customer base
and maximising sales ratio of company. Thus, with the help of social media platforms, company
gained long term goals and objectives and also maintained sustainability in marketplace. Number
of opportunities accomplished by hotel by using social media such as development of
relationship with community, enhancement of branding, retain of loyal consumers, generation of
higher revenue etc. These opportunities helped company by improving its goodwill and brand
image in marketplace. Apart from this, there are number of complexities which have been faced
by hotel by using social media tools such as operational issue, negative review of customers,
content and relevance. These issues have negative impact on business operations and growth of
hotel.
Recommendation
From the above mentioned findings it has been recommended that social media is
important part for an organisation because it support an enterprise in promoting of its product
and services. In order to overcome these issues some recommendations will be provided to the
company. Company must adopt integrated hotel PMS system, respond quickly and adopt online
review management system. These are effective ways which will be beneficial for the growth
and success of company at marketplace. Along with this, for attracting of large number of
customers, company must use different practices of social media such as start with Facebook,
engage people with visual content, Have both organic and paid strategies and many other. These
practices support an organisation by increasing number of customers and also maintaining strong
image in marketplace.
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REFERENCES
Books and Journals
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Ladkin, A. and Buhalis, D., 2016. Online and social media recruitment: Hospitality employer
and prospective employee considerations. International Journal of Contemporary
Hospitality Management. 28(2). pp.327-345.
Nguyen, B. and et. al., 2015. Brand innovation and social media: Knowledge acquisition from
social media, market orientation, and the moderating role of social media strategic
capability. Industrial Marketing Management. 51. pp.11-25.
Oh, O., Eom, C. and Rao, H. R., 2015. Research note—Role of social media in social change:
An analysis of collective sense making during the 2011 Egypt revolution. Information
Systems Research. 26(1). pp.210-223.
Palacios-Marqués, D., Merigó, J. M. and Soto-Acosta, P., 2015. Online social networks as an
enabler of innovation in organizations. Management Decision. 53(9). pp.1906-1920.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Sajid, S. I., 2016. Social media and its role in marketing.
Song, S. and Yoo, M., 2016. The role of social media during the pre-purchasing stage. Journal of
Hospitality and Tourism Technology. 7(1). pp.84-99.
Online
Frank M. Waechter. 2019. Role of Social Media in the Hospitality Industry. [Online]. Available
through:<https://fmwaechter.com/social-media-hospitality-industry/>.
Bredava 2020. How Hilton uses social listening to win customers. [Online]. Available
through:<https://awario.com/blog/hilton-social-media-case-study/ >.
Maria Sanchez. 2019. Influence of Social Media on Profitability of Hospitality Organisations.
[Online]. Available through:<https://research-methodology.net/influence-of-social-
media-on-profitability-of-hospitality-organisations/>.
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