Social Media Marketing in Hospitality

This assignment delves into the significance of social media marketing for a hospitality enterprise, highlighting its potential to improve overall performance and customer satisfaction. It examines the effects of social media on brand equity, consumer behavior, and word-of-mouth, as well as the impact of managing social media on hotel performance.

Research Project

Table of Contents
TITLE..............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................6
TASK 4..........................................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES .............................................................................................................................18

TITLE
“To identify the impact of Social media marketing on customer base in hospitality sector.
A case study on Hilton Hotel.”
INTRODUCTION
With advancement of suitable technologies, this can be said that the proper assessment of
business operations in much effective way. Thus, it impacts the operations of a business
enterprise to a greater level (Moreno-Munoz and et.al., 2016). This will help in proper
assessment of the business operations and thus will lead the firm to carry out its operations in
much suitable way. This will improve the quality of services in much effective way. For the
present assessment, Hilton Hotel is been selected.
MAIN BODY
TASK 1
Purpose of research:
As the social media tools are becoming a significant tool to carry out the effective
promotional and other business related operations, it has laid a very deep influence of business
operation's and hence, it will lead the firm to evaluate the business operations in much suitable
way. The present research is carried out to get an understanding regarding impact laid by social
media marketing on customer base within the firm (Sparks, So and Bradley, 2016). This will
help in evaluating the significance of digital communication mediums on revenue generation of
the firm.
Aim:
“To identify the impact of Social media marketing on customer base in hospitality sector.
A case study on Hilton Hotel.”
Objectives:
 To analyse significance of social media marketing on the customer base in hospitality
sector.
 To identify the impacts of social media marketing on the customer base in hospitality
sector.
 To analyse suitable social media marketing tools for raising the customer satisfaction in
hospitality sector.
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 To provide suitable recommendations related to social media platforms for improving
customer base of Hilton Group.
Research Questions:
 What is significance of social media marketing on the customer base in hospitality
sector?
 What is the impacts of social media marketing on the customer base in hospitality sector?
 What are the suitable social media marketing tools for raising the customer satisfaction in
hospitality sector?
 What are suitable recommendations related to social media platforms for improving
customer base of Hilton Group?
Rationale:
As the organisations nowadays have turn out very competition extensive and thus, will
lead the firm to plan their business activities and operations. Thus, for meeting the needs and
demands of an organisation social media marketing can be termed as very suitable as it leads the
firm to carry out revenue generation and sales growth measures effectively, improving customer
base of a hospitality enterprise (Godey and et.al., 2016). The reason behind choosing the social
media platforms have turned out to be an effective medium of carrying out business operations
and other activities. As compared to traditional marketing techniques, social media marketing
tools are effective in maintaining hospitality business operations and thus, lead the organisation
to carry out hospitality activities which improves overall revenue generation of the firm
(Moorman, 2015).
Ethical consideration:
The present research process will see through certain ethics which will help in carrying
out of business activities which improves the quality of services. It also assists a researcher to get
suitable outputs and thus will lead the firm to meet the needs and demands related to the
achievement of set objectives (Kim, Lim and Brymer, 2015). During research, the data analyst
will look after the consent of all the people involved in this research, will collect data in
appropriate manner and will store it safely without any alterations. Besides this, the respondents
of research process will be informed about outcomes of carrying out this research process.
Methodologies to be used:
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Effective research methods will be used by a researcher in order to improve the
understanding about the effectiveness of social media tools on revenue generation and sales of a
hospitality enterprise. This will improve the quality of services and thus will lead the data analyst
to carry out research process much effectively (Hudson and et.al., 2015). It will help in proper
planning of the business operations which will help in effectively carrying out data assessment
process. Some major research methods used are as follows:
Research methods Type
Research type Qualitative
Research Approach Inductive
Research Philosophy Interpretivism
Data Collection Primary data collection using Questionnaire
Sampling Probabilistic using simple data sampling with
20 employees as respondents
Data assessment Thematic
3

Bibliography:
Moorman, C., 2015. Measuring The Impact Of Social Media On Your Business.
<https://www.forbes.com/sites/christinemoorman/2015/01/18/measuring-the-impact-of-
social-media-on-your-business/#af9be4e15e5d>
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TASK 2
Mile stone
Task Name Duration Start Finish Predecessors
Research proposal 2 days Thu 1/10/19 Fri 1/11/19
Aims and objectives 3 days Sat 1/12/19 Mon 1/14/19 1
Research Methodologies 5 days Tue 1/15/19 Sat 1/19/19 2
Designing questionnaire 2 days Mon 1/21/19 Tue 1/22/19 3
Distribution of
questionnaire 3 days Wed 1/23/19 Fri 1/25/19 4
Data collection 5 days Sat 1/26/19 Wed 1/30/19 4,5
Data analysis 7 days Thu 1/31/19 Wed 2/6/19 5,6
Finding and conclusion 4 days Thu 2/7/19 Sun 2/10/19 7
Recommendations 3 days Mon 2/11/19 Thu 2/14/19 8
Submission 2 days Fri 2/15/19 Sat 2/6/19 9
Time line
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week 10
Research proposal
Aims and
objectives
Research
methodologies
Data collection
Data analysis
Data interpretation
Finding and
5

conclusion
Recommendations
Submission
Monitoring the research:
The research measures will be monitored using the references in against to the proposed
time line. Along with it various Key performance indicators like rise in knowledge and
efficiency etc. were carried out within the firm that will help in proper assessment of research
process.
TASK 3
DATA ASSESSMENT
Questionnaire
Do you know about the social media marketing and its importance?
 Yes
 No
 May be
Are the social media marketing measures that are been carried out within the firm are adequate?
 Yes
 No
 May be
Are the social media marketing is effective to increase customer base of the firm?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
 Neutral
What sort of impact does social media marketing measures lay on the organisation's customer
base?
 Positive
6

 Negative
 Neutral
Do you think customer satisfaction level will be raised through social media marketing?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
Are the staff members of firm well trained to operate social media based marketing tools that
are undertaken within Hilton Hotel?
 Highly Agree
 Agree
 Highly Disagree
 Disagree
 Neutral
What are the major advantages of using social media marketing within Hilton Hotel?
 Increased brand recognition
 Improved loyalty of customers
 Decrease marketing cost
 All the above
What social media tools are effective to get strong customer base?
 Facebook
 Twitter
 Instagram
 All the above
What suitable recommendations you provide for adopting social media marketing tools for
raising the customer satisfaction in Hilton Hotel?
 Providing suitable training of new marketing tools
 utilising trend predicting tools
 Use proper CRM software's
 All the above
-------------------------------------------------------------------------------------------------------------------
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Data Evaluation
Theme 1: yes, the staff knows about the social media marketing and its importance.
Do you know about the social media marketing and its importance? Frequency
Yes 15
No 3
May be 2
Interpretation: Based on the research process that is been carried out within organisation to
identify the impact of social media marketing tools on the customers of the firm, this was found
that among the 20 respondents participating within the research process at organisation, majority
8
15
3
2
Yes
No
May be

believes that they are well aware about social media marketing tools which are been utilized
within the organisation. This will help in proper gaining of customer base and thus, will lead the
firm to have a good customer base. A good adoption of social media marketing and gaining an
effective customer base is important as it improves the overall performance of organisation.
Theme 2: Yes, the social media marketing measures that are been carried out within the
firm are adequate.
Are the social media marketing measures that are been carried out within the
firm are adequate? Frequency
Yes 12
No 6
May be 2
Interpretation: Based on the data interpretation that is been carried out within Hilton Hotel, this
has been found that among the 20 respondents working within the firm, majority of participants
agreed to the fact that the social media marketing tools that are carried out within the firm are
9
Yes No May be
0
2
4
6
8
10
12
14
12
6
2
Frequency

adequate to improve customer base of a firm. Thus, look at this output, management of Hilton
Hotel can continue to carry out its social media promotions effectively.
Theme 3: yes, the social media marketing is effective to increase customer base of the firm.
Are the social media marketing is effective to increase customer base of the firm? Frequency
Highly Agree 1
Agree 10
Highly Disagree 5
Disagree 2
Neutral 2
Interpretation: As per the research carried out within Hilton hotel, majority of respondents
agreed to the fact that social media marketing is effective to gather suitable customer base. It
10
1
10
5
2
2
Highly Agree
Agree
Highly Disagree
Disagree
Neutral

improves the quality of services and thus will lead the firm to have a higher productivity. On the
basis of this output received, firm will lead the organisation to improve their performance and
meet the needs and demands of customer's.
Theme 4: Yes, social media marketing measures lay positive impact on the organisation's
customer base
What sort of impact does social media marketing measures lay on the
organisation's customer base? Frequency
Positive 10
Negative 5
Neutral 5
Interpretation: The suitable assessment of social media marketing tools help in laying a
positive impact on the organisation like Hilton Group to carry out suitable assessment of
business operations that will lead the firm to have good sustainability. The output indicates that
11
Positive Negative Neutral
0
2
4
6
8
10
12
10
5 5 frequency

many proper understanding of digital tools are required to be placed within Hilton group to carry
out its operations effectively.
Theme 5: yes, customer satisfaction level will be raised through social media marketing.
Do you think customer satisfaction level will be raised through social media
marketing? frequency
Highly Agree 12
Agree 4
Highly Disagree 2
Disagree 2
Interpretation: Based on the research process that is been carried out within firm, this can be
said that majority of respondents agrees to the fact that social media marketing measures will
help the firm to improve the quality of services and improving customer satisfaction level. This
will lead the firm to carry out their operations effectively.
12
12 4
2
2
Highly Agree
Agree
Highly Disagree
Disagree

Theme 6: Yes, the staff members of firm well trained to operate social media based marketing
tools that are undertaken within Hilton Hotel.
Are the staff members of firm well trained to operate social media based
marketing tools that are undertaken within Hilton Hotel? frequency
Highly Agree 10
Agree 2
Highly Disagree 2
Disagree 2
Neutral 2
Interpretation: The research process that is been carried out within the firm indicates that the
staff members or employees of Hilton Hotel are well trained to use social media marketing tools
which are used within the firm. Based on this output, it can be said that firm can successfully use
social media marketing tolls in the future.
Theme 7: yes, the major advantages of using social media marketing within Hilton Hotel.
13
10
2
2
2
2
Highly Agree
Agree
Highly Disagree
Disagree
Neutral

What are the major advantages of using social media marketing within
Hilton Hotel? frequency
Increased brand recognition 10
Improved loyalty of customers 2
Decrease marketing cost 2
All the above 6
Interpretation: The research assessment at Hilton hotel indicates that the appropriate usage of
social media marketing will have many advantages or benefits for the firm and thus will lead the
organisation to enhance the quality of services that are been offered to their customer base.
Theme 8: yes, Facebook as a social media tool is effective to get strong customer base.
What social media tools are effective to get strong customer base? frequency
Facebook 15
Twitter 2
14
10
2
2
6
Increased brand recognition
Improved loyalty of customers
Decrease marketing cost
All the above

Instagram 1
All the above 2
Interpretation: The data assessment process that is been carried out within the firm to improve
their performance and meet the operational requirements of the organization. The research
indicates that Facebook is most appropriate and widely tool used for social media marketing
purpose.
Theme 9: Some different recommendations for raising the customer satisfaction in Hilton
Hotel.
What suitable recommendations you provide for adopting social media
marketing tools for raising the customer satisfaction in Hilton Hotel? frequency
Providing suitable training of new marketing tools 12
utilising trend predicting tools 2
Use proper CRM software's 3
All the above 3
15
Facebook Twitter Instagram All the above
0
2
4
6
8
10
12
14
16
frequency

Interpretation: Suitable data assessment process that can be taken in consideration will help in
proper assessment of effectiveness of social media marketing tool that will help in proper
assessment of business activities carried out within the firm. Various recommendations are been
presented that can contribute for proper growth of firm.
TASK 4
Conclusion and recommendation
On the basis of this interpretation carried out, this can be said that social media marketing
plays a very crucial and significant role in improving customer satisfaction level within a
hospitality enterprise like Hilton Hotel. The measures that are undertaken are effective and well
planned by the management (Kumar and et.al., 2016). Besides this, social media marketing
operations plays a very important and significant role in improving performance of the selected
hospitality enterprise. Various tools are undertaken that will help in proper implementation of
social media marketing measures.
16
12
2
3
3
Providing suitable training of
new marketing tools
utilising trend predicting tools
Use proper CRM software's
All the above

Certain recommendations can be taken in context by the firm that will help in proper
assessment and improving social media based marketing within an organisation. Few
recommendations that can be taken in consideration are:
 More effective market research can be implemented within the organisation by the
management of the firm that will help in proper execution of public media based
promotional services (Liang, Li and Chen, 2016.).
 Online campaigns on regular basis can be carried out that will help in proper assessment
of business activities and thus will lead the firm to have a good promotion and thus, will
lead the firm to improve quality as per their customer's needs.
 Effective feasibility study of online or social media marketing can be undertaken which
will improve their quality and services and thus will lead the firm to improve quality of
services in much effective way. It helps the firm to save important resources and time.
 Social media marketing can be incorporated with other online or digital tools like CRM
systems that will assist an organisation to improve their performance (Lovelock and
Patterson, 2015).
CONCLUSION
Based on the research process carried out within the organisation, this can be said that
social media marketing is very important for effective growth and development of a hospitality
enterprise. Different measures can be taken within the organisations that will help in proper
assessment of the implications of social media based marketing and promoting services and other
products offered by Hilton Hotel. This will improve the overall performance of organisation in
much effective way. Based on this interpretation this can be said that with advancement of the
latest technologies, social media marketing has emerged as a major tool to promote services and
goods produced by them and thus will lead an organisation to improve overall performance and
customer satisfaction level within the firm. Besides this, it will support an organisation to meet
its customers expectations and requirements with much higher efficiency.
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REFERENCES
Books and journals
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Hudson, S. and et.al., 2015. The effects of social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival attendees. Tourism
Management. 47. pp.68-76.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management. 44. pp.165-171.
Kumar, A. and et.al., 2016. From social to sale: The effects of firm-generated content in social
media on customer behavior. Journal of Marketing. 80(1). pp.7-25.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Moreno-Munoz, A. and et.al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53.
pp.1611-1616.
Sparks, B.A., So, K.K.F. and Bradley, G.L., 2016. Responding to negative online reviews: The
effects of hotel responses on customer inferences of trust and concern. Tourism
Management. 53. pp.74-85.
Online
Liang, H., Li, W and Chen, H., 2016. IMPACT OF SOCIAL MEDIA ON CUSTOMER
SATISFACTION: A PERSPECTIVE OF SOCIAL CAPITAL. [online] Available Through :
<https://aisel.aisnet.org/pacis2016/362/ >
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