Role of Social Media in Hotel Industry

This research proposal focuses on studying the role of social media in the hotel industry, specifically through a case study on Hilton Hotel. It explores the impact of social media on brand image, customer satisfaction, and overall business performance. The research aims to identify the use of social media tools in the hospitality sector and investigate the influence of social media reviews on organizational success. The preliminary literature review highlights the benefits of social media in marketing, advertising, customer engagement, and brand reputation management. The research methodology includes data collection through primary and secondary sources, qualitative and quantitative analysis, and sampling techniques. The findings of this research will provide valuable insights for the hotel industry in leveraging social media for business growth.

Research proposal-social
media

Table of Contents
TOPIC .............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
Overview of research topic ........................................................................................................1
Rationale of research ..................................................................................................................1
RESERACH QUESTION AND OBJECTIVE................................................................................2
Research Aim .............................................................................................................................2
Research Objective .....................................................................................................................2
Research Questions ....................................................................................................................2
PRELIMINARY LITERATURE REVIEW ..................................................................................2
METHOD .......................................................................................................................................5
TIMESCALE ..................................................................................................................................6
RESOURCES .................................................................................................................................6
REFERENCES................................................................................................................................7

TOPIC
“To study the role of social media in hotel industry” - Case Study on Hilton Hotel
INTRODUCTION
Overview of research topic
In this current scenario of industry, the term social media is being very familiarised in all
majority of the organisation as it help them to accomplish their pre defined goal or objective in
an effective manner. However, social media is an innovative tool or technique which is used to
connect with people at anytime from anywhere without any hindrances. The usage of social
media within hotel industry plays a vital role as it assist them to meet out its core purpose is that
increased level of customer stratification (Abed, Dwivedi and Williams, 2015) . Along with this,
it drive firm to reach wider range of population in an creative style as well as can analyse market
trend and customer demand of regarding particular product or services. Due to which, company
can easily improve its brand image and can place the product in an aggressive or competent
position. Additionally, it also help establishment to maintain healthy relationship with customer
and also can enhance the working culture in an amended way.
In context of this research, Hilton Hotel has been considered which is the reputed and
branded firm inside hospitality sector. It is established in the year of 1919 and headquartered at
Virginia, US. It offer the services of hotels and resorts s across the globe by maintaining high
quality and efficiently. Hence, the concept of social media greatly influenced the overall
productivity of Hilton Hotel in an impressive style that lead them to manage it's business
activities globally in a smooth manner.
Rationale of research
The key reason behind preferring this topic for current research is that the aspect of social
media highly impact establishment overall sales performance and proficiency ratio. This is
because, it enable them to attract the interest of large number of population towards the brand as
most of the individuals are using different social media platforms like Facebook, Instagram,
Twitter and etc. for different purpose (Bakri, 2017). In addition to this, it also assist organisation
to determine and evaluate the degree of industrial competition and also motive them to take
corrective course of action with an aim of gaining competitive advantage in an amended manner.
Moreover, by conducting such study, it empower researcher to examine and understand the
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effect of social media over the potentiality of organisation in enlarging the market share or size
in an expeditious mode. In addition to this, by organising such study it help investigator to gain
in depth understanding of different research methodology that empower them to develop valid
and authentic report in a stipulated time limit.
RESERACH QUESTION AND OBJECTIVE
Research Aim
“To identify the influence of social media reviews on organisational brand image” . A
case study on Hilton hotel
Research Objective
 To identify the use of social media for a hospitality enterprise
 To ascertain the influence of consideration of social media tools to its functions.
 To investigate the reviews on social media on brand image of an organisation
Research Questions
 What is the use of social media for a hospitality enterprise?
 What is the influence of consideration of social media tools to its functions?
 What are the reviews on social media on brand image of an organisation?
PRELIMINARY LITERATURE REVIEW
To identify the use of social media for a hospitality enterprise
From the point view of Rebekah Carter, 2018, customers are the most important
stakeholder and asset for an organisation. Majority of the existing companies who are operating
their business at global level are focused towards the satisfying the needs and wants of individual
in effective manner. In simple terms it refers that customer experience is one of major priority
for companies. So to approach more number of customers management utilise and provide their
services through retail stores and e-commerce also. Social media is one of the major tool for
organisation that is leading business towards design and accomplishment of organisational goals
and objectives at global level.
Hospitality industry is enhancing their business size with rapid speed it determines that
operations and functions which are performed by management are focused to completing
business with in minimum period. On the other side, all persons which are engaged in operations
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and functions of hospitality business perform their work according to international level. As
customers of hospitality industry, search for hotels in order to check and review about the
services and accommodation facilitates about a specific organisation which is offered by
management to its customers. However, it has been determined that the social media contains a
huge impact over hotel business in terms of improving their brand image among competitors in a
stipulated time limit. Additionally, there are several reasons that drive hospitality sector to utilise
the concept of social media within its business functions i.e. helps in marketing and advertising
the brand, access to more clients and customers, direct or online booking, improving the overall
performance by gathering customers reviews of feedbacks and many more. In the perspective of
marketing and advertisement, there are different types of social media platforms which enable
hospitality enterprises to promote their business in an improved manner such as Facebook,
Twitter, TripAdvisor, Instagram and so on . Moreover, social media also render enormous
opportunity to hotels to invite large number of customer as well as can retain existing customer
with the brand for longer time period. Furthermore, hospitality enterprises can maintain its brand
reputation among their regular clients by achieving positive reviews, comments and blogs on
social media. Additionally, social media also enable hotels to access its targeted customer
directly by facilitating the service of online booking from organisation's official websites. Due to
which, it benefit customers to acquire all essential information regarding particular hotels like
rates, locations, facilities, compare services with other brands and many more. Henceforth, the
usage of social media in hospitality enterprises assist them to gain competitive advantage within
prescribed time limit as well as can easily cope with all kind of current or emerging market
trends in an innovative style.
According to the Holly Paquette, 2013, the technologies are changing business size with
rapid speed. This results there are various task are performed by management which impacts on
goals and objectives through performing all work within minimum time period. Social
networking cites performing business at global level (Broekemier, Chau and Seshadri, 2015).
This results there are various task are centred towards designing marketing campaigns for
satisfying needs of consumers on wider term basis. In context of hospitality industry all task and
projects are designed to build better connection between brands and consumers by connecting
them through social sites and promoting company website on social platform.
To ascertain the influence of consideration of social media tools to its functions.
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In the views of Tony Jeanetta, 2017, The social media technique is considered as one of
the effective and productive tool as it enable an organisation to maintain open communications
and also can understand the customer need as well as encourage them to respond proactively and
efficiently in a better way. Along with this, there are enormous social media platforms such as
Facebook, Instagram, Twitter, YouTube, LinkedIn and many more that connect and enlarge the
social network of organisation to a wider area in an amended way (Reasons Social Media in the
Workplace can Help Employees, 2017). Along with this, social media impose various advantages
which enhance Hilton Hotel overall productivity ratio like cost reduction, explore customer
relations, access to novel or latest information and so on. In addition to this, social media
techniques is also benefit company to investigate consumer trend and taste or preference by
asking their reviews or opinions regrading particular product or services. Due to which, it
empower company to discover better appropriate solution for current or emerging market
competition or threat as well as motive them to implement best marketing strategies in order to
obtain profit maximisation. In addition to this, social media is viewed as best technique for
recognising manpower accomplishment in a both aspects I. e. internally and externally.
However, social media platforms drive Hilton Hotel to expand its hiring and recruitment process
as they will be able to acquire large number of personnel towards the vacant job position in an
innovative manner. To this regard, Hilton Hotel can obtain highly skill manpower which enrich
the overall proficiency and competitiveness ratio in an impressive or productive style.
Apart from this, social media also enable Hilton Hotel to examine present day industry
trend or challenges which help them to fulfil the consumer requirements in an effective manner.
With the help of such positive impact, Hilton Hotel will be able to retain its targeted audience for
longer time period without any obstacles. Moreover, it also motive Hilton Hotel to achieve
various latest views or ideas that aid them in placing their brand in a better position among
competitors in an amended mode (Kadam and Ayarekar, 2014). Apart from this, it also aid
organisation to handle internal and external factors of its business environment, helps firm in
scheduling their managerial activities in a transparent manner which lead them in saves time,
cost and energy. Moreover, it also assist hospitality organisation in analysing or monitoring the
market trend or competition and also empower managers to take corrective course of action by
obtaining employees and customer views or ideas in various social media tools. With the help of
these effort, it enable organisation to manage its managerial and operational activities, can
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maintain its relationship with guests or manpower in an effective way as well as gain competitive
advantage in an innovative style among rivalries.
To investigate the reviews on social media on brand image of an organisation
As per the views of Kristen HerHold, 2018, The implementation of various social media
tools enable organisation to improve its productivity ratio in an impressive style as well as assist
them to expand their market division by reaching wide range of individuals in a better mode.
Along with this, it is also determined that social media has direct impact over the brand
perception of an organisation. To this regard, the core factor that influence company's brand
image is that the reviews or feedbacks of customer on different online website as well as on
social media platforms. This is because, a negative review may reduce the potentiality of an
organisation to place its brand in an aggressive position and also decreases the customer base
that negatively effect over company's overall proficiency ratio among competitor. For example,
if a hospitality organisation fails to maintain the quality in delivering its services, poor
behaviour with arrived guests, denies to fulfil the requirements of clients or customers, poor
internal ambiance and many more. Due to these reasons, it assist customer or guests to gain
negative response about brand and it directly influence organisational culture and also create
issue in accomplishing the pre determined goal in an improved way. Henceforth, it has been
signified that proper utilisation of available resources as well as analysis of marketplace
competition empower Hilton Hotel to gain competitive advantage among competitors and also
can enlarge its sales volume in an impressive style within prescribed time limit. In addition to
this, identifying the consumer trend or demand and treating the guests in a ethical manner as well
as managing all the functional unit in a effective way drive Hilton Hotel to place its brand in
competent position. Moreover, such initiation also help them to attain sustainable growth and can
increase their customer base in an impressive style among rivalries.
METHOD
Data Collection method- Their are two essential methods is used by researcher that helps
to complete work as per primary and secondary methods. Experiment, survey, questionnaire,
interview etc. are some of the most effective methods by which data is collected in order to make
meaningful results. The main motive to implement and collect data are focused towards
generating better communication channel with respondents. Moreover, with primary and
secondary sources of data research will be completed in exact manner.
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 Primary data collection method is one of the major source that is utilised to collect data
and information directly from the respondents. It results data which is collected by
researcher leads to make meaningful and accurate results from organisation (Leftheriotis
and Giannakos, 2014). Secondary source of data represents the information which is already published in
different journals, newspaper and articles. This results all task which is represented by
several published resources helps to complete research with in minimum time period.
Qualitative and Quantitative- Basically there are two different types of research methods
are utilised by organisation to complete the research that is quantitative and qualitative. From the
perspective of qualitative research data or information which is collected by management are
used by management to complete all task within proper manner. This also refers it is also used to
complete the research by implementing valuable and suitable information in research task to
generate meaningful conclusion from the report. Further, quantitative data is also collected to
analyse numerical data in organisation (Manetti, 2014).
Sampling- Sample work as a group by which data is obtained to understand meaning of
information at a large level. This determines that there are various task are performed by
management that enhances completion of work by determining and collecting data on sampling
basis. Stratified, systematic, random and judgemental are some major techniques of sampling
data. In the context of this research stratified and judgemental sampling method is used by
organisation. This refers with stratified sampling data is represented in equal manner. Similarly,
on other side with judgemental sampling projects are completed by optimizing resources that
generates better results for organisation.
Research Instruments- To complete research in proper manner there are various research
tools are managed by organisation. This helps in managing all task and objectives with in proper
manner such as questionnaire, interview and the observations. Along with the most effective
instrument utilise in this research is questionnaire. The major purpose to utilise questionnaire in
the report is to get better idea from respondents through communicating with them on direct
basis (Srinivasan Bajaj and Bhanot, 2016).
Research ethics- Ethics plays a crucial role in all functions that are performed by
management and researcher. This also results to complete their work in proper manner by
considering all task that is used to complete research as per relevant and robust techniques.
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Anonymity, informed consent and confidentiality are major principle that is applied by research.
According to anonymity details of all participants is not linked with primary research. Informed
consent helps individuals to complete research as per objectives to complete research within
systematic manner. Effective and efficiency are also important part for management which helps
to complete work by considering all essential details about research.
TIMESCALE
Gantt chart: This chart helps in scheduling and managing the tasks and resources in the
given projects and reports. It is bar chart that shows the start and the finish dates of different
elements of a project such as resources, tasks and dependencies. In the project management , the
manger and the leader make use of such chart to see how different activities take part in the
projects and reports (Tajvidi and Karami, 2017). Gantt chart are used in the several different
industries such as building dams, bridges and highways and the software development. These
charts are useful in planning the projects tasks in various sequence so that all the tasks can be
completed on the effective and efficient ways.
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RESOURCES
For conducting the various different research in the project there is a requirement of some
source of resources such as financial report, information in the newspapers and in the computer
system. With the proper resources information can be collected from the valid and accurate
sources presents in the market. Researcher can make more appropriates decision from the
information gathered from such resources. Resources required time , cost and good
communication to get used in the investigation (Taneja and Toombs, 2014). These resources are
helpful in making investigation more accurate about the facts and figure collected thought the
different resources while following the secondary data in the research methods.
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REFERENCES
Books and Journals
Abed, S. S., Dwivedi, Y. K. and Williams, M. D., 2015. Social media as a bridge to e-commerce
adoption in SMEs: a systematic literature review. The Marketing Review. 15(1). pp.39-
57.
Bakri, A. A. A., 2017. The impact of social media adoption on competitive advantage in the
small and medium enterprises. International Journal of Business Innovation and
Research. 13(2). pp.255-269.
Broekemier, G., Chau, N. N. and Seshadri, S., 2015. Social media practices among small
business-to-business enterprises. Small Business Institute Journal. 11(1).
Kadam, A. and Ayarekar, S., 2014. Impact of Social Media on Entrepreneurship and
Entrepreneurial Performance: Special Reference to Small and Medium Scale
Enterprises. SIES Journal of Management. 10(1).
Kim, W. G., Li, J .J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management. 55. pp.41-51.
Leftheriotis, I. and Giannakos, M. N., 2014. Using social media for work: Losing your time or
improving your work?. Computers in Human Behavior. 31. pp.134-142.
Manetti, G., 2014. The role of blended value accounting in the evaluation of socio-economic
impact of social enterprises. VOLUNTAS: International Journal of Voluntary and
Nonprofit Organizations. 25(2). pp.443-464.
Srinivasan, R., Bajaj, R. and Bhanot, S., 2016. Impact of social media marketing strategies used
by micro small and medium enterprises (MSMEs) on Customer acquisition and
retention. IOSR Journal of Business and Management. 18(1). pp.91-101.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior, p.105174.
Taneja, S. and Toombs, L., 2014. Putting a face on small businesses: Visibility, viability, and
sustainability the impact of social media on small business marketing. Academy of
marketing studies journal. 18(1). p.249.
Wang, W. Y., Pauleen, D. J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management. 54. pp.4-14.
WONG, H. K. and TSE, W. L., 2016. Social media, networking, and marketing performance: a
study of social enterprises in Hong Kong.
Online
Janetta. T., 2017. Reasons Social Media in the Workplace can Help Employees. [Online].
Available Through; <https://theolsongroup.com/5-reasons-social-media-workplace-can-
help-employees/>
HerHold. K., 2018. How to Overcome Top Social Media Challenges. [Online]. Available
Through; <https://theolsongroup.com/5-reasons-social-media-workplace-can-help-
employees/>
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