The Impact of Social Media Technique on Performance of Tourism Industry

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Research Aim and Rationale............................................................................................1
1.2 Research Questions..........................................................................................................1
1.3 Research Objectives.........................................................................................................1
1.4 Significance......................................................................................................................2
of the Research......................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction of Literature Review....................................................................................3
2.2 Main Body........................................................................................................................3
2.3...........................................................................................................................................5
Conclusion of Literature Review...........................................................................................5
CHAPTER 3: METHODOLOGY...................................................................................................6
3.1 Research Philosophy........................................................................................................6
3.2 Research Approach...........................................................................................................6
3.3 Research Strategy/Methods..............................................................................................6
3.4 Research Instrument/Tools...............................................................................................6
3.5 Sampling...........................................................................................................................7
3.5.1 Identifying Population and............................................................................................7
Research Site.........................................................................................................................7
3.5.2 Sampling Strategy.........................................................................................................7
3.6 Time horizon....................................................................................................................8
3.7 Ethical Implications..........................................................................................................9
CHAPTER 4: FINDINGS.............................................................................................................10
Data analysis.........................................................................................................................10
CHAPTER 5: DISCUSSION.........................................................................................................12
Data interpretation................................................................................................................12
CHAPTER 6: CONCLUSION, RECOMMENDATIOS AND IMPLICATIONS FOR FUTURE
RESEARCH...................................................................................................................................20

Conclusion............................................................................................................................20
Recommendations................................................................................................................21
Implications for future research............................................................................................21
REFERENCES..............................................................................................................................22

TITLE:
“To understand the impact of social media technique on performance of tourism
industry.”
CHAPTER 1: INTRODUCTION
1.1 Research Aim and Rationale
Aim of this research is:
“To understand the impact of social media technique on performance of tourism industry.”
Rationale of this research is to understand impact of social media on performance of
association. These days there are different social media techniques which helps to conduct
operations in effective and efficient manner. With conducting this research, it is easy for
researcher to analyse influence of social media tools (Ainin and et. al., 2015). Researcher has
interest area in social media, so he will performance this research with more innovative and
collect relevant data which makes research authentic. Social media is vast area for research topic,
so it is easy to conduct research with investigation of different sources.
1.2 Research Questions
 What types of social media can have a favourable impact on the tourism industry?
 What are the impacts of social media on the business performance of tourism industry?
 What are the challenges that the tourism industry is facing to use social media?
 What are the recommendations for improving the impact of social media in the industry?
1.3 Research Objectives
 To identify types of social media that can have a favourable impact on the tourism
industry.
 To identify the impact of social media on the business performance of tourism industry.
 To understand the challenges that the tourism industry is facing to use social media.
 To provide a proper recommendation for improving the impact of social media in the
industry.
1.4 Significance of the Research
Significance of this research is to understand role of social media platform in order to
gain changes which are taking place in external environment. These days, there is more
1

emphasise on use of social media techniques, so with this research knowledge about it can be
analysed. It is easy for reader to interpret the influence of social media technology on operations
and growth prospects of association. Tourism industry is vast so there is more scope of using
social media technique which is studied under it (Alalwan, 2018).
2

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of Literature Review
Literature review is the detail description about aims and objectives which are selected
by researcher related to research topic. Literature review is the form of collecting secondary data.
Literature review is collected with the help of various author's point in books, journals,
magazines, etc. which makes collected information authentic and relevant.
In this research, there is discussion about impact of social media on performance of
tourism industry. In this section of literature review, there is discussion about various types of
social media technology through which favourable impact can be achieved, identify impact of
social media sites on performance of association, challenges faced by tourism industry in
implementing social media technology and last it discusses about some recommendations
through which positive impact can be achieved (Baker, 2012).
2.2 Main Body
Types of social media that can have a favourable impact on the tourism industry
According to Dounia Senouci, 2019, in the tourism industry there are mainly two social
media platforms which is mostly effective if uses properly i.e., Facebook, Twitter and Instagram.
Facebook has more than 1.55 billion users who uses this services on a regular basis. The main
advantage of using this approach is that it assist potential customers to aware about the places
that could be visited in the future to explore it. For instance, if a hotel uploads photograph of
their hotel then it automatically motivates other people to visit that place as the beauty of the
picture attracts people to visit places which leads to higher revenue in the industry. Apart from
this, twitter role is different as compare to Facebook. According to survey, 37% of the people
will purchase from the brand they follow in the platform. Main motto of using twitter is to make
the customer experience engagement so that they would transom into loyal customers. For
instance, if any customer is having any problem with the reservation of hotel, then they can
directly tweet to the owner or hotel handler so that it would be resolve in less period of time. At
last, Instagram is a tool of sharing photos with the public so that they can also check the live
updates of the person customers are following (Coelho, Oliveira and Almeida, 2016). By using
Instagram, hotel can share their premises photos or customer experience so that they can
influence other people to visit that places. So it can be said that social media assist tourism
3

industry to enhance their awareness in the mind of customers so that they would be motivated
enough to travel the places which they never have been.
Impact of social media on the business performance of tourism industry
According to Honoria Samson 2016, it is a great way for the enterprise working in the
hospitality industry as it assist them to enhance their brand name in the market so that more
customer would be aware about it thus better profitability in the future. For instance, hotel post
their advertisement on the social media with the aim of reaching to thousands of potential
customers so that they can turn into sales. Their are wide favourable impact of social media on
the tourism industry as it solves problems of customers as well as for enterprise so that smooth
transaction between both the parties would be attain. For instance, all the customer who already
visit the place mostly upload their experience regarding the trip. It helps other potential
customers who are planning to visit that place as if positive reviews are written then it motivates
them to visit if it does not then potential customers will plan their trip accordingly. Moreover,
travellers can easily book their reservation with the help of social media so that they does not
have to do all the work at the last day of the trip. This makes a positive relationship between both
the parties which leads to better experience of the customer. On the other hand, it assist hotels or
any other business in tourism industry to identify the customer and then reach out to them
directly with the aim of converting in to revenue (Felix, Rauschnabel and Hinsch, 2017).
Challenges that the tourism industry is facing to use social media.
According to Hesham Mohammed Ghaleb Saeed, 2018, there are various positive things
about the social media but there are some negative or challenges which is faced by the industry.
One of the main challenges is compatibility of workforce, for using social media platform it must
be important for the owner as well for employees to aware about the ways through which they
can market their product in to the market. Specific training is required to the employees who are
not aware about it which is expensive and time consuming. So its the responsibility of hotel
management to find out the employees who has knowledge about it as then only maximum
utilisation of resources would be attain by them. Another issues which generates from it is high
amount of monetary value is required by the centrepieces in the hotel industry to promote their
product. For instance, if any hotel owner wants to market their product through social media like
Facebook or Instagram then some amount of money is charged for it with no future uncertainty.
As it does not means that if any hotel has given money to the Facebook then their customers
4

footfall will increase automatically. Last challenges which is faced by them is to measure the
ROI of the money invested in the social media. Their is no proper way or technique to identity
the effectiveness of the money spend in the market, so makes management in to dilemma then is
social media is benefiting their business or not (Cook, 2017).
Proper recommendation for improving the impact of social media in the industry
As per the views of Todd Clarke, 2019 it must be essential to identify the problem which
business is facing and then modify it according to the external environment so that customer
experience would be enhance to a certain level. For instance, all the photos which would be
uploaded from the page of company should be unique and clear as customers does not prefers to
follow those business who is not professional in nature. Moreover, regular updates should be
done on every social media platform as then only customers would be aware about the brand and
product for a longer period of time. For instance, if any hotel chain is not uploading photos for
longer period of time then potential customers would turn to other hotel who is regularly
uploading photos. At last, to become more searchable on the internet, enterprise should invest on
SEO or SMM techniques as then only it would be possible for them to become searchable to
their clients which is a positive sign for future growth.
2.3 Conclusion of Literature Review
From the above discussed information, it is concluded that social media plays crucial role
these days to provide them information about products and services provided by organisations,
this ease in marketing activities, communication gap reduces, etc. Hence there is positive impact
on performance of tourism industry with use of social media technology. Instagram, Facebook,
twitter, Pinterest, WeChat, QZone, Tumblr, You Tube, etc. are some medium through which
gives positive impact on performance of tourism industry (Fox and et. al., 2015). There are some
issues such as frequent up gradations which affects implementation of social media technology.
At last there are some recommendations such as training and development of workforce which
helps to implement social media techniques in more relevant and effective manner.
5

CHAPTER 3: METHODOLOGY
3.1 Research Philosophy
Research philosophy is technique through which information about sources of collecting
and gathering information, way of using is analysed. There are three types of research
philosophy i.e. pragmatist, interprevist, positivist research philosophies. In this research,
positivism which provides complete information with facts about the research data. This makes
research more appropriate and relevant.
3.2 Research Approach
Research approach is the process that provides information about steps which has to be
followed while collecting data, analysis, interpretation, conclusion, etc. This helps to understand
framework of conducting research. There are basically three types of research approach:
descriptive, exploratory, explanatory approach. This research is based on explanatory research
because this is the technique which collects information from online sources with structured
format. Under explanatory approach, it is easy for researcher to provide complete information
about reason of analysing different methods through which research is conducted (Gensler and
et. al., 2013).
3.3 Research Strategy/Methods
Research is an process through which investigation about research topic with the help of
different sources. So there are three methods through which research is conducted. Qualitative,
quantitative and mix research method. In this research mixed approach is used which uses
features of both qualitative and quantitative research method. With using both the research
information gathered is about human experience and statistical information can also analysed.
This makes this research more effective and relevant.
3.4 Research Instrument/Tools
Research is conducted in order to achieve some specific aims and objectives. In this case,
data is collected related to it. So this data is collected and stored under specific techniques. In
this research, researcher uses Excel, SPSS tool. Apart from this there is use of correlation and
regression to understand relation in different variable. With the use of such tools it is easy for
researcher to gather information and conduct research activities in more effective manner. This
helps to represent research information
6

3.5 Sampling
In this research, data is collected from primary and secondary data to give interpretation.
With collecting information from primary and secondary sources, it is easy to analyse data in
more effective and relevant manner. Primary sources is the method through which information is
collected from respondents who have knowledge about research topic. This is the method under
which research gets to know about perception of respondents. Primary information can be
collected with the help of questionnaire, personal interview, focus group, etc. In this research
questionnaire is used which contains questions about social media. Questionnaire contains 10
questions which is asked from employees of association (Hassan, Nadzim and Shiratuddin,
2015).
This is not possible for researcher to collect information from whole population so they
select some specific number of individuals to analyse their view. This is known as sampling.
This is the base to provide making interpretation and recommendations over it in respect to
research topic.
While secondary source to collect information is online sources, books, journals,etc. This
is the way to collect information which is already gathered by someone. This helps to cover wide
concept about research topic. Information collected from secondary information is wide but
sometimes there are possibilities that it gives irrelevant information.
3.5.1 Identifying Population and
Research Site
Information is collected from employees. Total population is 150 out of which 50
employees are sorted out of whole crowd. These are the candidates whose views creates base for
recommendations and conclusions about research topic.
Research site is the place where research activities are conducted. There is group of few
people perform research such as analysing secondary sources, preparing aims and objectives, etc.
In this research information is collected from employees, so premises of service sector is site,
research institute, field, research location, etc. are research sites while conducting this research
(Lăzăroiu, 2014).
7

3.5.2 Sampling Strategy
There are different strategies through which information is collected from sample
candidates. There are two methods to collect information from candidates i.e. random and non
random sampling. Random sampling is used in this research. This is the technique under which
there are equal possibilities of being selected. This is the way under which possibilities of
biasness is low because each and every candidate has possibilities of becoming sample. This is
the best method because with it there are equal possibilities of being selected.
3.6 Time horizon
Research is performed with different activities such as introduction, setting aims and
objectives, literature review, data analysis, etc. So there is requirement of some specific time
which assist in completing research within time frame (Munar and Jacobsen, 2014). Gantt chart
is the technique which shows pictorial representation of research activities with their respective
time. This research is completed with 18 weeks.
8

3.7 Ethical Implications
There are some ethics which has to be followed while conducting research. These ethics
makes research more relevant and reliable. There are three ethical aspects i.e. confidentiality,
consent and anonymity which has to be considered by researcher while conducting research.
While collecting information from different individuals then it is collected with their consent,
there is no force regarding any specific view (Neill and et. al., 2014). Information collected is
9

used for research purpose only and kept confidential. Hence information related to identity of
researcher is kept secret.
CHAPTER 4: FINDINGS
Data analysis
Data analysis refers to evaluation of collected data from primary sources. This is
important while conducting research because this is the base on which conclusion and
recommendations of research is provided. While conducting this research thematic approach is
used. As per this method questions which are asked under primary data explained briefly under
themes. This makes easy for researcher to understand about questions which are asked
(Siamagka, N. T., and et. al., 2015).
Questionnaire
Employee Name:
Department:
Employee Id:
Q1. Do you understand the concept of Social media technology?
Yes
No
Q2. Is there any favourable impact on working style of tourism industry with use of social
media techniques?
Yes
No
Can't say
Q3. Which organisational department mainly gets influenced with use of social media
technique?
Accounts and Finance
Sales
Marketing
Research and development
Q4. Which are the techniques which can be used by tourism Industry to improve business
10

performance?
Facebook
Instagram
Twitter
Others
Q5. What are the components which has to be analysed before working with social media
technology?
Number of users
Easiness in use
Data security
Q6. What are the benefits of using social media tools to tourism industry?
Easy advertisement
24*7 accessible
Cover more customers
Q7. What are the challenges faced by tourism industry organisations while implementing
social media technology?
Frequent up-gradations
Information to competitors
Lack of workforce engagement
Q8. What are the resources which are required to plan by tourism industry while working
with social media technique?
Computer system
Internet connection
Expertise knowledge
Q9. Do you want to continue work with social media technology?
Yes
No
Q10. Recommend some ways to tourism industry through which positive outcome can be
achieved with use of social media technique?
11

12

CHAPTER 5: DISCUSSION
Data interpretation
Theme 1: Concept of Social media technology
Q1. Do you understand the concept of Social media
technology?
Frequency
Yes 42
No 8
Interpretation- From the above shown picture, it is identified that out of 50 individuals
42 individuals have knowledge about social media technology while remaining 8 individuals
does not have knowledge about it. Hence for tourism industry organisations, it is easy to
impalement social media at workforce because most of the individual are aware about it.
Theme 2: Impact on working style of tourism industry with use of social media techniques
13
Yes No
0
5
10
15
20
25
30
35
40
45 42
8
Frequency

Q2. Is there any favourable impact on working style of
tourism industry with use of social media techniques?
Frequency
Yes 38
No 12
Interpretation- as per above shown figure, it is identified that there is positive impact n
working performance of tourism industry as per view of 38 candidates with use of social media
technique. While 12 individuals says that there is no favourable impact. So it is interpreted that
there is positive impact with use of social media technology such as helps in marketing activities,
easy and attractive advertisement, etc.
Theme 3: Organisational department influenced with use of social media technique
Q3. Which organisational department mainly gets
influenced with use of social media technique?
Frequency
14
Yes No
0
5
10
15
20
25
30
35
40 38
12
Frequency

Accounts and Finance 5
Sales 16
Marketing 19
Research and development 10
Interpretation- According to above picture, it is identified that operational departments
of tourism industry gets affected. As per view of 5 individuals accounts and finance gets
affected, 16 candidates says that sales get affected, 19 individuals says that marketing activities
gets affected and remaining 10 individuals says that research and development department
affects. So it is concluded that mainly marketing activities gets affected because advertisement of
services is easy which helps to promote sales. Hence sales and marketing is easy. There is ease in
research and development as well because it is easy to understand trends and consumer demand
about services.
15
Accounts and Finance
Sales
Marketing
Research and development
0
2
4
6
8
10
12
14
16
18
20
5
16
19
10
Frequency

Theme 4: Techniques used by tourism Industry to improve business performance
Q4. Which are the techniques which can be used by
tourism Industry to improve business performance?
Frequency
Facebook 28
Instagram 14
Twitter 5
Others 3
Interpretation- There are different application which are used as social media technique
which helps to communicate with individuals. As per view of 28 candidates, Facebook is most
preferable, 14 candidates says Instagram is most preferable, 5 says twitter is used, while
remaining 3 individuals says that other social media application can be used such as Tumblr,
Wchat etc. So it is interpreted that tourism industry has be use Facebook because this is most
common social media application which helps to maintain good brand image in industry.
16
Facebook Instagram Twitter Others
0
5
10
15
20
25
30 28
14
5
3
Frequency

Theme 5: Components to be considered before use of social media technology
Q5. What are the components which has to be analysed
before working with social media technology?
Frequency
Number of users 26
Easiness in use 14
Data security 10
Interpretation- There are some components such as number of user, security of
information, face accounts, etc. has to be kept in mind by tourism industry while planning to use
social media sites for operational purpose. As per view of 26 individuals numbers of users has to
be considered, 14 candidates says that easiness in using has to be analysed, while remaining 10
individuals says that data security has to be considered. So it is interpreted that number of users
is main aspect which has to be consider because when more number of user have account on
specific social media application, then it is easy to market and increase sale of products and
services.
17
Number of users Easiness in use Data security
0
5
10
15
20
25
30 26
14
10
Frequency

Theme 6: Benefits of using social media tools
Q6. What are the benefits of using social media tools to
tourism industry?
Frequency
Easy advertisement 22
24*7 accessible 12
Cover more customers 16
Interpretation- There are different benefits which tourism industry organisations can
avail with use of social media technology. As per view of 22 individuals advertisement gets easy
because attractive video, pictures related to some visiting place can be posted to social media
account, 12 candidates says that accessibility of 24*7 is possible. Remaining 16 candidates says
that it helps to cover more consumers because it is easy to contact with consumers and make
them aware about new launch or new features of product and services offered by organisations.
18
Easy advertisement 24*7 accessible Cover more customers
0
5
10
15
20
25 22
12
16
Frequency

Theme 7: challenges faced while implementing social media technology
Q7. What are the challenges faced by tourism industry
organisations while implementing social media
technology?
Frequency
Frequent up-gradations 9
Information to competitors 12
Lack of workforce engagement 29
Interpretation- According to above picture, it is identified that while implementing social
media technology by tourism industry, then there are some challenges. As per view of 9
candidates, frequent up- gradations is the main issue, 12 employees says that information about
marketing new product is delivered to competitors, remaining 29 candidates says that there is
lack of workforce engagement. Hence it is interpreted that lack of employee engagement is
major issue which tourism industry organisations can avail. This is the major issue which affects
implementation of social media in organisation.
19
Frequent up-gradations
Information to competitors
Lack of workforce engagement
0
5
10
15
20
25
30
9
12
29
Frequency

Theme 8: Resources required to plan by tourism industry while working with social media
technique
Q8. What are the resources which are required to plan by
tourism industry while working with social media
technique?
Frequency
Computer system 26
Internet connection 14
Expertise knowledge 10
Interpretation- There is requirement of some resources such as internet connection
through which social media application can be used in more effective and relevant manner. As
per view of 26 individuals computer system must be present, according to 14 candidates internet
connection s required, while remaining 10 candidates says that expertise knowledge is
mandatory for successful implementation of social media technology. Hence it is interpreted that
computer system and internet connection is required.
20
Computer system Internet connection Expertise knowledge
0
5
10
15
20
25
30 26
14
10
Frequency

Theme 9: Continue work with social media technology or not
Q9. Do you want to continue work with social media
technology?
Frequency
Yes 45
No 5
Interpretation- As per above graph, it is clear that majority of respondents wants to work
with latest social media technology. While remaining 5 candidates does not want. Hence it is
concluded that implementation of social media technology is easy by motivating individuals to
work under dynamic environment and promote them by connecting working style with growth
prospects.
21
Yes No
0
5
10
15
20
25
30
35
40
45
45
5
Frequency

CHAPTER 6: CONCLUSION, RECOMMENDATIOS AND
IMPLICATIONS FOR FUTURE RESEARCH
Conclusion
From the above collected data it is concluded that out of 42 individuals out of 50 have
knowledge about social media technology, so it is easy to implement social media technology.
There is positive impact on performance of tourism industry organisation within association.
Marketing departmental mainly gets affected because they have changes their marketing
strategies and plan for innovative marketing techniques through which consumers can be
maintained. Facebook is the most common tool used by many of the people because it is easy to
use. Benefits of using social media sites are easy marketing, cable to cover more consumers, etc.
Lack of employee' participation is major challenges which organisations can face while
implementing social media technology. Out of 50 respondents 45 are ready to work with social
media techniques, hence there is positive impact on performance of workforce.
Recommendations
As above discussion, shows that there are some issues faced by tourism industry
organisations, so it is important to consider them. Hence there are some recommendations for
organisations to get positive impact on performance with using social media application-
 There must be regular interaction with employees regarding implementation of social
media techniques. This helps to know their perception regarding working with social
media technology
 Performance of employees must be linked with their efficiency, so this brings zeal in
workers to perform business activities with use of social media technology. Growth and
development of individuals must be linked with organisation, so this motivates them to
work under dynamic environment.
 Training and development program must be planned for workforce so they can aware
about changes in techniques. This helps to improve their efficiency
Implications for future research
While conducting similar research in near future, then primary data will be collected
through personal interview. This reduces waiting time for response of respondents. Researcher
should set budget higher because there is requirement of some sources which are required to
22

conduct research. There must be proper planning related to distribution of research activities
which helps to reduce confusion and synchronisation can be achieved.
23