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Role of Social Media in Hospitality Industry

   

Added on  2021-02-19

26 Pages4561 Words137 Views
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Table of ContentsTITLE: ............................................................................................................................................1Chapter 1: Introduction....................................................................................................................1Background.............................................................................................................................1Statement of research problem...............................................................................................1Research aim..........................................................................................................................1Objective of research..............................................................................................................1Research Questions................................................................................................................2Purpose and scope of research ...............................................................................................2Rationale for selection of topic...............................................................................................2Research specification............................................................................................................2Research Time Line................................................................................................................3Chapter 2: Literature Review...........................................................................................................4Concept of social media.........................................................................................................4Positive and negative impact of social media over customer base of Primer Inn .................4Influence of Social media over improving customer retention for Premier Inn.....................5Measures for avoiding the negative impact of social media over brand image of premier inn..5Chapter 3: Research Methodology...................................................................................................6Research Design ....................................................................................................................6Research approach..................................................................................................................6Data collection methods.........................................................................................................6Chapter 4: Data Findings, Analysis and Discussion......................................................................10Chapter 5: Conclusion, Recommendations and anticipated Limitations.......................................20Reflection.............................................................................................................................20Recommendations................................................................................................................20Anticipated limitations.........................................................................................................20Conclusion............................................................................................................................21REFERENCES..............................................................................................................................22
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TITLE: “To identify the role of social media in attracting and retaining consumers of hospitalityindustry for longer period of time” A case on Premier Inn. Chapter 1: IntroductionBackgroundSocial media is considered as latest computer mediated technology that is being used bybusiness organisation for interacting with its customers in effective manner (Ahmad, Musa,2016). It is also used as the marketing tool which helps businesses in improving theirperformance at market place. The current study is based on Premier Inn, a chain of hotels basedon UK. The hotel is considered as the largest brand of United Kingdom which owes approximate785 hotels with around total of 72000 rooms. Statement of research problemPremier Inn is currently facing issue related to decline of sales. In this regard, managerhas asked marketing team to conducting an research for retaining existing users and attractingnew one with help of social media. `Research aim“To identify the role of social media in attracting and retaining consumers of hospitalityindustry for longer period of time” A case study on Premier Inn. Objective of researchTo understand the concept of social mediaTo determine the positive and negative effect of social media over customer base ofPrimer InnTo ascertain the influence of social media over improving customer retention for PremierInn To identify the measures for avoiding the negative effect of social media over brandname of premier inn. Research QuestionsWhat is the concept of social media?1
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What are the positive and negative effect of social media over customer base of PrimerInn?How social media influence customer retention in Premier Inn?What are different measures for avoiding the negative impact of social media over brandimage of premier inn?Scope and purpose of researchThe actual intention for initiation of this investigation is to enhance knowledge ofmarketing team on social media so that by using this the company can easily retain customersand improve its sales performance effectively. The main scope of this investigation is that it willprovide vast knowledge to hospitality industry which enhances their business performance ineffective manner. Rationale for selection of topicThe main purpose of selecting this research topic is that this topic is feasible forhospitality industry as by increasing knowledge over this topic, the industry can easily retain itsnumber of customers. With the selection of this research topic, employees of hospitality industrycan easily attract numerous of customers towards them in order to improve their salesperformance for increasing its profitability. Research specificationThe investigation will include numerous of sub section that will collaborativelycontribute in attaining feasible research outcome. Initially, it covers information basicbackground of research (Anitha, 2016). Then, it discusses about the selected research questionsand objectives. After formulation of effective aims and objectives, investigator will furtherprovide detailed information in literature review section. This section will provide informationon the formulated research questions according to different authors point of view. At next,description of used methodology with its significance has been described effectively. It consist oftimescale and description about resources which will be required by researcher to complete thisresearch in effective manner. Research Time Line2
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