Role of Social Media in Hotel Industry

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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